Author: Elisa Adams

Over the last few years, the role of experience and insights professionals and the associated skills required, has evolved dramatically. Sprout Strategy’s new report, Australian State of Experience & Insights Leadership Report 2021 – 2022, looks at how these roles are evolving and what it means for these roles in the future. The research with insights and experience leaders from some of Australia’s biggest brands revealed the need to expand on the concept of what it means to be a modern-day CX, marketing or customer insights professional. As senior leaders these professionals need to have a thorough understanding of the…

Today we are very fortunate. Customer data and feedback is everywhere! There’re a gazillion tools to help you collect it, summarise it and report on it. What is lacking, however, is the ability of most business leaders to leverage this data to make sound strategic decisions, which lead to growth. I know this is not new news to many. In fact, as highlighted by the 2021 GRIT Business and Innovation Report, most businesses have clear priorities when it comes to what they need to achieve from investment in data and insights. The top priorities are: Providing results executives can act…

By applying the principles of behavioural economics, organisations can greatly improve the effectiveness of their Customer Experience (CX) strategy. As well as providing deeper insights into consumer behaviour, behavioural economics can greatly assist the human orientated design of customer interactions and touchpoints. In the past, consumer behaviour was analysed with the assumption that people optimised their purchasing decisions on sound economic and rational factors, i.e., they would always choose the best product or the one that offered the most for the lowest price. These days we know this is not the reality of how and why people behave. So much…

This article was originally published on the Sprout Strategy website. Telling stories is an essential part of being human. Stories let us communicate and share ideas in a way that establish strong emotional connections. An authentic and engaging story can elevate a brand above its competitors. A story is an account of characters (real or imaginary) and events involving those characters leading to some conclusion or resolution. A brand story is a narrative that relates the facts and feelings behind an organisation[i]. Unlike traditional advertising, which is about promoting the features and benefits of the product or brand, a story…

In recent years we have seen the range of devices and physical objects connected to the Internet grow exponentially. The information and data collected by IoT (Internet of Things) devices has the potential to generate significant insights into customer behaviour. Collecting and using this data and the technology that allows it to happen, has come to be known as the Internet of Behaviours (IoB). Where IoT allows physical things to be tracked, monitored and operated via the Internet, IoB extends this by linking these devices and the data they collect to monitor individual behaviour. Gartner has identified IoB as one…

A seismic shift in consumer behaviour and emotions is currently occurring. The events of 2020 will permanently alter people’s beliefs, experiences and feelings. Deeply ingrained consumer behaviours and habits have been altered in response to the COVID pandemic. For Australian brands to stay relevant and understand what makes their target consumers tick – they must act now! Australian companies can successfully adapt to these changes as well as shape future consumer behaviour by adopting and applying the principles behind behavioural economics to their marketing and customer experience strategies. The application and embedding of behavioural economic practices presents an enormous opportunity…