Knowledge Base
What are Lagging vs Leading Indicators?
Lagging indicators reflect outcomes after they occur (e.g., revenue, churn rates), while leading indicators predict future performance (e.g., product adopti...
In a recent episode in the CX Iconoclast podcast, Richard Owen and Mauricio Duarte discuss how predictive analytics is reshaping B2B customer experience. Their conversation highlights the same shif...
Most companies obsess over new logo acquisition. Marketing budgets swell, sales cycles stretch, and the cost of each new customer keeps climbing. Yet the real efficiency gain often comes not from b...
When CFOs look at GAAP metrics, they see revenue, costs, and profit. What they don’t see is the future impact of today’s customer experience decisions. Traditional financial reporting is backward-l...
What are Touchpoints?
Touchpoints are individual interactions between a customer and a company, such as a call, email, purchase, or support ticket. They are parts of the larger customer journey.
Making the case for Customer AI is essential because every new initiative competes for scarce organizational resources. Without a quantified business justification, even promising ideas are sidelin...
Customers aren't thermometers.
They don’t reflect conditions—they create them. Yet most churn models treat them that way.
Every SaaS board deck has a churn model. And most of them are wrong.
Wh...
What are Silent Customers?
Silent customers are those who don’t respond to surveys or provide explicit feedback, often representing 80–90% of the base. Traditional CX programs overlook them, creatin...
The real problem with your surveys isn’t response rate, it’s relevance.
Executives love to argue about survey response rates. Is 20% enough? Should we chase 40%? Maybe add another email nudge? The o...
There’s a peculiar obsession inside many companies: perfecting the basics. Entire projects are launched to shave a half-second off invoice processing time, or to improve delivery accuracy from 98.7% t...
