All Insights
805 articles on customer experience, AI readiness and service automation.
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Lead Up to Christmas: Where Is the Job Market Heading?
As we move into the final stretch of the year, the age-old question resurfaces: What happens to the job market in the lead up to Christmas? For job…
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The Hidden Cost of Manual Reporting for Genesys Cloud
Genesys Cloud gives contact centres incredible flexibility and scalability. But when it comes to analytics, many organisations are still relying on manual…
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Case Study: retailer improves ROI with incrementality testing (2025)
Retail leaders often overestimate marketing ROI because they rely on observational attribution rather than causal evidence. Observational models struggle…
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Common mistakes with vanity metrics and how to avoid them?
Leaders chase numbers that look good because numbers that look good feel safe. Vanity metrics are measures that rise without proving causal value…
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How KPI hierarchies work: inputs, outputs and outcomes?
Executives set strategy and teams deliver work. KPI hierarchies connect the two by linking inputs to outputs to outcomes in a clear causal chain. A KPI…
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How to measure channel contribution: metrics and methods?
Executives face cost pressure while customer expectations rise. Leaders must prove which channels create value, reduce effort, and protect revenue.…
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How to roll out a cx metrics framework in your organisation?
Executives drive outcomes when they define, measure, and manage customer experience with the same discipline used for finance and risk. A customer…
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Implementing customer effort and satisfaction metrics step by step
Executives drive value when they reduce customer effort and raise customer satisfaction in a disciplined way. Leaders who improve experiences for existing…
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Key principles of outcome frameworks for service teams
Executives define an outcome framework as a structured way to describe, measure, and manage the results that matter for customers, the business, and…
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Leading indicators vs lagging indicators: when to use each?
Leaders in Customer Experience and Service Transformation need crisp definitions before they choose metrics. Leading indicators are input metrics that…
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Metrics checklist and scoring templates
Executives face pressure to prove that customer experience investments drive revenue, reduce cost to serve, and mitigate risk. A strong metrics checklist…
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What are CX metrics and why they matter?
Customer experience metrics measure how customers perceive, feel, and behave across their interactions with a brand. A CX metric turns a moment in a…
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A practical playbook for budget reallocation tests
Leaders face the same problem every quarter. Channels fragment, costs rise, and static budgets lock value on the table. Budget reallocation tests provide…
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Attribution checklist and data readiness templates
Leaders invest in channels, content, and customer journeys, yet attribution often fails at the moment of truth. Teams collect the wrong data. Models miss…
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Attribution vs incrementality: when to use each?
Leaders need precise language to make precise decisions. Attribution assigns credit for an outcome across the touchpoints that preceded it. Teams use…
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Audit your attribution models: a step-by-step workflow
Leadership faces noisy signals and rising spend. Privacy shifts, channel fragmentation, and partial identity break old models. Chrome’s third-party cookie…
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How MMM and MTA work: models, data and assumptions?
Leaders need measurement that guides budget, not just reports. Privacy shifts, channel fragmentation, and economic pressure demand methods that are…
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How to roll out attribution measurement in your organisation?
Leaders face a dual mandate. You must grow efficiently and prove causality. Privacy shifts like Apple’s App Tracking Transparency reduce deterministic…
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Implementing holdout and ghost ads step by step
Leaders confront rising acquisition costs and opaque attribution. A controlled experiment gives you a clean answer to the only question that matters: what…
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Key principles of incrementality measurement for leaders
Leaders want proof that investment changes customer behaviour, not just correlation. Incrementality measures the causal lift that a treatment creates…
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Myths and facts about last-click bias
Executives value simplicity. Leaders like clean numbers that appear to show which channels drive revenue. Organisations keep last click because the report…
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What is attribution in CX and why it matters?
Attribution assigns credit for business outcomes to the touchpoints that shaped a customer’s decision. In customer experience, attribution expands beyond…
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a/b tests vs bandits: when to use each?
A leader sets the baseline by defining terms. An A/B test is a randomised controlled experiment that assigns users to variants and estimates the causal…
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A practical playbook for eligibility and suppression rules
Leaders set the tone for how data respects people. Eligibility rules determine who is in scope for a contact, offer, or process. Suppression rules…