[5 minute read]

Dr Robert Dew, author of Lean CX, reflects on some recent interactive customer experiences - and an iconic one from his youth - that tell us why engaging your audience at a deeper level can add real value.

[6.9 minute read]

Frugal innovation is uncommon in most large organisations. But it can create substantial cut-through without the need to invest large sums of capital. This article describes four CX innovations from the Netherlands that achieved great cut-through. And best of all, they were cheap!

[14 minute read]

This article discusses how to create an emotional connection within your CX to ensure that customers are loyal and not habitual transactors at risk of leaving with one negative experience.

[14.8 minute read + 1 minute video]

This article is a look under the hood to see how CapFeather helps clients, and our own team, achieve excellence. We have levelled up the SMART goals concept to MELT your goals instead. So far the results have been remarkable.

[12 minute read]

The cosmetics industry sustains amazing margins and denies the conventional logic of competitive economics. This article explains how clever marketing psychology can trump rational value adding.

[11 minute read + 19 minute video + 1 minute video ]

This is part 3 of a 3 part series on how to use emotional needs to cut through. This part re-introduces the CAPFUL needs framework. It also contains examples of cutting through related to meeting the highest two needs (aspiration and fulfilment). The article how creating harmony to meet our highest needs can cut through in your customer strategy.

[12 minute read + 1.5 minute video]

This is part 2 of a 3 part series on how to use emotional needs to cut through. This part re-introduces the CAPFUL needs framework. It also contains examples of cutting through related to meeting the second two needs (love and prestige). The article presents tribalism as a way to meet these conflicting needs to create cut through

[8 minute read + 0.5 minute video + 2 minute video]

This is part 1 of a 3 part series on how to use emotional needs to cut through. This part introduces the CAPFUL needs framework. It also contains examples of cutting through related to meeting the first two needs (certainty and unusual). The examples are interesting because they resolve normally incompatible conflicting needs.