Phase 5 Article is a CMA Top 5 Pick for July

We're proud to share that our March 2021 Insights article "From Insights to Action: Making Strategic Change Happen" has been identified by the Canadian Marketing Association as recommended reading. The CMA featured the article in their weekly Top 5 Picks Newsletter issued July 2nd, 2021.

Recognizing that over 70% of organizational change efforts fail, Phase 5 has developed a "tried and tested set of guidelines" that help ensure the insights discovered during research are turned into meaningful actions for our clients. The three critical elements for success are to:

  1. Inspire affected teams by presenting a compelling vision,
  2. Inform and engage with the right message at the right level, and
  3. Empower employees to make the strategic effort their own.

The article goes on to describe each of the above in greater detail, and offers advice on how to make them happen. In our experience, the best results are achieved with thoughtful planning and committed execution, and can lead to 3.5x the business results.

This article was written by Phase 5's talented Manager of Qualitative Research and CX, Suzie Goan. Suzie has over 15 years of experience leading consumer insights and CX projects for Fortune 1000 clients in financial services, healthcare, retail and hospitality, with a prime area of interest in research that taps into unconscious emotion through metaphor, images and storytelling. She also authored the June 2020 article, "Emotionally Connecting with your Customers Matters".

Suzie has written about CX in Marketing Management, MIT Sloan Management Review and Quality Management. She is based in Minneapolis, MN and holds degrees in Journalism and English from the University of Oregon. To learn more, check out the complete article here.

Written by Stephan Sigaud

Stephan Sigaud, MBA, is Phase 5’s EVP of Marketing. Stephan is passionate about partnering with clients to address their challenges and opportunities around customer centricity. Stephan has more than 25 years’ experience in Market Research and Customer Loyalty and Experience and is a Board Director of the Insights Association. He has also been volunteering with the Customer Experience Professionals Association (as past Chair of the CXPA Toronto Network) and the Canadian Marketing Association (as member of the Leaders Network and past co-Chair of the CMA CX Council).