News & Blogs

Sometimes you need a comedian to expose the crucial flaws in our society. Often with a big kick between the legs but always with a laugh, so that the pain of the reality check is still somewhat bearable.

The research profession largely derives its raison d'être from it, the why question. Never before has anyone been called "stupid" for saying "Shouldn't we first know why consumers want this?". Say "No" to that. And yet, I do today. Because, often asking the why question puts you on the wrong track. How about that? In this blog, 3 things.

The sky is the limit.... One of those phrases that slightly gives me the creeps, but which at the same time I have certainly been guilty of at times. Especially in the days when I was still working on the creative side, before entering the research profession.

"Dear online store, my customer journey doesn't end until I get the package!". This is how I began my feedback on a questionnaire from an online store a while ago after I placed an order. This online store had handled the orientation process and purchase, including payment, flawlessly for me. But when asking about my experience, they had conveniently forgotten that I have yet to receive my order.

Last December, as every year, was dominated by health insurers' recruitment campaigns. Policyholders were massively enticed to switch to a cheaper, better, faster or more customer-oriented insurer. Google ads were purchased at high prices and the online customer journey for switchers was optimized. In this case, the orientation, calculation and often the closing takes place mostly online. You can see from everything that the online marketers did their utmost to get as many new policyholders through their funnel as possible.

Yes, that sounds very crazy, especially from someone who values customer experience. But paradoxically, this is often a method for becoming more successful. After all, in everyday life, you also make choices and consciously don't do certain things. Not eating meat, not drinking alcohol, not smoking. Or all three. And that makes who you are and helps define your identity. So why are you not allowed to make choices when it comes to your own clients? Just because otherwise you will lose sales? A good reason for the short term, but not smart for your longer term existence.