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Research World Publishes Phase 5 Article: Putting Customers First

On January 11th, 2023, Research World published Phase 5's article, "Putting Customers First - Using Research to Help Create a Customer-Centric Organisation". Written by Phase 5 Partner Andreas Noe and Phase 5 Client Tanya Fowler (Head of Customer Experience, FCT), this piece describes how thoughtfully designed research can shed light on the customer journey, enabling an organization to become more customer-centric, and to make strategic changes that will create a sustainable competitive advantage.

Noe and Fowler are speaking from experience on this topic, as the two worked together closely on a multi-phased project in 2020 & 2021. It began with a qualitative study of FCT customers, followed by customer journey mapping, followed by design thinking sessions by a joint cross-functional team that transformed findings into potential solutions. In their summary, you'll also learn about how the Customer Victory Circle technique was applied to select and prioritize ideas in order to allocate limited resources.

This work contributed not only to FCT's success, but also their recognition in the industry as they were awarded a 2021 North American Customer-Centricity Award

We at Phase 5 are proud and honored to have had our article featured and published by Research World, a website brought to you by ESOMAR, the business community for insights and analytics. Research World is a "platform to be inspired by the insights and analytics sector <where you can> discover the latest innovations and applications of insights and analytics and expand your knowledge." Learn more and read the complete article here.

Written by Stephan Sigaud

Stephan Sigaud, MBA, is Phase 5’s Chief Marketing Officer. Stephan is passionate about partnering with clients to address their challenges and opportunities around customer centricity. He has more than 25 years’ experience in Market Research and Customer Loyalty and Experience. A past 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).