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Scott D. Cook once insightfully stated, «A brand is no longer what we tell the consumer it is – it’s what consumers tell each other it is.» This observation highlights a common pitfall where numerous brands deceive themselves, their management, and their customers by misrepresenting their true identity. The key to enhancing customer experience begins […]

As the holiday season approaches, many organizations are considering or have already planned their client gifting strategies. This practice isn’t just a mere formality; it’s a critical component of customer relationship management. Thoughtful client gifting can significantly enhance customer experience (CX) and foster loyalty. However, a generic approach might have the opposite effect. Viewing client