Monthly Archives: August 2012

‘Signature moments’ are particular features, built to typify a brand – to shine out as something distinctive, memorable, iconic even. Yet this article will argue that these much-vaunted signatures can too often substitute a higher goal – that of serving a customer’s individual needs with appropriately branded behaviour.

CEX has been steadily gaining acceptance as an indicator of commercial profitability. But does a customer actually include a company's ethical behaviour in their assessment of personal experience? In this article, we explore the theory and reality, and come up with a bottom line of our own.

Rail travel in Switzerland (known as SBB) is widely recognised as being one of, if not the best networks in the world. But what do Swiss people themselves think about it? Curiously, not very much. And there lies the clue........