Creating personalised customer journeys has been the topic on every CX and Marketing leader’s minds for years now, but as technology becomes more sophisticated, how do we ensure that we’re personalising customer experiences without infringing on customer privacy?

A little while ago, CX Unplugged's Mary Anne Ghobrial sat down with Alex Genov, the Head of Marketing Insights and Customer Research at Zappos Family of Shoes, to discuss customer service, behavioural psychology, capturing data and so much more.

No matter how much we talk about our people and our customers, and how important that first customer service touchpoint is, most companies still see their contact centres as a division tasked only with solving customer problems as fast as possible. They see them as operations, not as mechanisms that can drive ongoing customer loyalty.

From the age of 4, Krys Blackwood knew she wanted to be an astronaut. Despite never meeting that childhood achievement, she ended up doing the next best thing.

It was in the 1920s the concept of market research first emerged. Rooted in advertising and marketing, this was the first-time businesses properly documented customer buying patterns, using it for more than simply post-purchase engagements.

Design thinking is putting ‘human centricity’ at the core of your strategic decision making to create innovative solutions, drive efficiency and achieve competitive advantage.

Unfortunately, great CX doesn't just come naturally; it's important to invest resources into improving your CX all the time. And CX standards are always changing, which is why this is an arena you'll never be able to coast in. Let's take a look at five ways that you can improve the customer experience in your company.