John Sills
Opinion
13 March 2023
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Organisations have been perfecting functional experience at the expense of the emotional, human experience. The Foundation’s John Sills explains how brands are getting customer experience wrong.
Opinion
13 May 2020
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A delayed train in Switzerland, and the response of staff, show how an understanding of a customer’s emotions is as important as delivering on the promised function.
Opinion
20 January 2020
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Brands that don’t keep their promises across the entire customer experience are playing a dangerous game – The Foundation’s John Sills considers the remedies.
Opinion
14 November 2019
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Addressing complaints is about more than simply fixing what went wrong, says John Sills; consumers require emotional reassurance as well.
Opinion
08 August 2019
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The Foundation’s John Sills looks at four areas of brand activity causing headaches – and how history has been there before.
