In this special two-part episode, we'll be exploring the role of Consumer Experience and the Consumer Product Goods (CPG) industry, going beyond the traditional service-based models. 

Join Helen Bywater Smith, as she leads an insightful discussion with industry experts. Helen is joined by Marko Ivanovic, Global Consumer Relations Director at Haleon, a leading consumer health company, Helen Wilson, Global Chief Experience Officer at Ipsos CX and CHP, and Nick Mercurio, Chief Client Officer for North America at Ipsos. 

From our recent Global Voices of Experience data, we know that only 17% of CPG companies describe themselves as “leading” in CX maturity, there is a significant gap here compared to other industries. 

In this podcast we discuss the growing recognition of the changing role that Consumer Experience has in the world of CPG, shifting from dealing with queries through consumer relations, to driving insight into the heart of the organisation to impact experience and product design.  

Get ready to uncover the evolving landscape of consumer expectations, the power of data in shaping product development and the transformative potential of AI in creating personalised and empathetic customer experiences. We'll also be addressing the challenges of organisational silos and the importance of measuring the financial impact of CX. 

Tune in for this two-part insightful conversation, where we'll unravel the complexities of CX in the CPG world and discover how leading brands are adapting to meet the ever-changing needs of today's consumers.

Season 7, Episode 4 - The Experience Beyond The Product Part 1 of 2

Season 7, Episode 5 - The Experience Beyond The Product Part 2 of 2

In this episode, join ⁠Danielle Doran⁠ as she chats with ⁠Erika Terblenche⁠ and ⁠Andy Firth⁠ about the Channel Performance Benchmark. Erika and Andy give us everything we need to know about the Benchmark; what it is, why it was created, the channel and sectors it covers, and how clients can put it to work to uncover hidden insights that leads to improved business and channel performance in our onmichannel world.


As the largest Mystery Shopping agency in the world, we know the importance of data, data and more data. But knowing what to do with it and how to put it to work is rarely optimised. Erika shares with us how Benchmark data and additional sales data can be used in tandem to achieve greater insight which can have a huge effect on the bottom line through effective mystery shopping programmes.


Get ready to uncover how the Channel Performance Benchmark is the competitive advantage your clients need to compare their performance against competitors and wider industry standards, identify performance gaps, uncover best practices, set realistic goals, and make informed strategic decisions.


What to learn more about the Channel Performance Benchmark? Head to ⁠Ipsos.com⁠. There you can also find previous episodes of this podcast, for more thought leadership on ⁠Channel Performance⁠ and ⁠CX⁠!

Season 7, Episode 6: The Channel Performance Benchmark

In our latest episode of Ipsos' Customer Perspective podcast, our Hosts Helen Bywater-Smith and Danielle Doran bring you an exclusive conversation with Patricia Marques, the former CEO of Starbucks Vietnam. Patricia is an expert in launching global brands into new markets and now is the current Head of Business Development for Maxim’s group, one of Asia’s leading food and beverage companies. Maxim’s is the licensee of Starbucks in Asia as well as operating many other leading international restaurants, quick service outlets, bakery shops and cafes. Patricia shares her insightful journey of adapting a global brand to the unique tastes, traditions, and tempo of a new market, all while upholding the core identity of Starbucks’ brand promise. 

Throughout the discussion, Patricia imparts valuable lessons about the importance of in-depth market research, preparedness to face new market challenges, engaging the local community, and delivering a consistent Starbucks experience no matter the location. She also reveals how Starbucks managed to maintain its iconic image while respecting and adapting to Vietnam's distinct coffee culture. 

Whether you're a CX leader aiming to launch a brand in an unfamiliar market or looking to solidify your brand's existing global presence, this episode is a treasure trove of practical insights and innovative strategies. Tune in to "From Bean to Cup: The Starbucks Vietnam Journey" to learn more about transforming challenges into opportunities and setting your brand up for global success.


Season 7, Episode 7 - From Bean to Cup: The Starbucks Vietnam Journey!

In this episode of the Ipsos' Customer Perspective podcast, hosts Helen Bywater-Smith and Danielle Doran are joined by acclaimed author Siew Ting Foo, who has recently published her book "Building Brands with Soul". The conversation taps into the essence of the book which is about building brands that not only serve a purpose but are also able to connect with customers on an emotional level - something that is often overlooked in the corporate world. Kristy Click, Senior Client Officer in Ipsos US, also joins the conversation bringing her insight into the book and its importance for all leaders today. 
 
Siew Ting Foo shares her belief that brands with soul are those that remain consistent, relevant and continually reinvent themselves to align with changing times. She stresses the importance of having a clear vision or a 'North Star' that resonates with the organisation and its people. 
 
Together they explore the intersection of customer experience (CX) and brand building. They discuss how the principles laid out in the book are not just applicable to Chief Marketing Officers (CMOs) but to all leaders, regardless of function. The conversation emphasises the importance of breaking down siloes, engaging employees in the brand purpose and finding their own personal “Ikigai”,  understanding customer needs and expectations while designing the customer journey to build emotional connection.
 
This episode is a treasure trove of knowledge for any business leader. It provides deep insights into the art of building brands with soul and leading with purpose.


Season 7, Episode 8: Building Brands with Soul: A CMOs Journey to Humanising Growth and Lasting Impact

Welcome to the Employee Customer Ripple Effect podcast. In our ninth episode of Ipsos’ Customer Perspectives, we delve into the complex relationship between employee experience and customer experience. Podcast host, Helen Bywater-Smith is joined by Global Head of Employee Experience, James Tarbit, and Chief Research Officer, Jean-Francois Damais or 'JF', together we explore the findings of our new paper, the Employee Customer Ripple Effect. https://www.ipsos.com/en/employee-customer-ripple-effect

We discuss how employees impact customers, and how their experiences can significantly enhance customer satisfaction. This podcast is for those interested in Employee and Customer Experience. We'll provide insights on how to link CX and EX data and share real-world examples of projects we've worked on. So, tune in, and learn how your organisation can benefit from the Employee Customer Ripple Effect.


Season 7, Episode 9: The Employee Customer Ripple Effect

This month Helen welcomes onto the podcast Nick Ratcliffe, Director of Customer Experience at Volkswagen Group UK, and Jamie Thorpe, our Chief Experience Officer in our Ipsos CX UK team to deep dive into the recent contact centre transformation at VWG UK. 

“I can get you a cheap contact centre, or a good one!” Discover how this leading-edge transformation has driven true ROCXI (Return on CX Investment) impacting the CSAT metrics by a full point on a 5-point scale, improved the frontline experience and created a more customer centric culture across the whole business. Hear firsthand from Nick about the redesign journey and the impact of employee empowerment, giving autonomy to handle complex customer issues end-to-end. Nick discusses the power of a using AI in the Contact Centre and how “AI and tech should support the agents to be brilliant!!”

Jamie and Nick explore the next generation of VWG UK’s CXM programme and discuss how to focus frontline employees and the business on designing and delivering experiences that wow customers every day. Together with Medallia, Ipsos has created an engaging and intuitive experience for employees and there are over 2000 logins a day on the platform! 

There are lessons in here for every organisation to improve their contact centre experience, CXM programmes and create a culture that is truly CX Obsessed. 

Tune into 'Customer Perspective' today and accelerate your CX strategy for 2025 and beyond. 




Season 7, Episode 10: Shifting Gears - CX Transformation at Volkswagen Group UK

This month, podcast host Danielle Doran is joined by Kendra Jones, Head of Client Success at Ipsos Channel Performance UK, and Andy Firth, Head of Advisory and Analytics Mystery Shopping at Ipsos Channel Performance UK, and Jean-Francois Damais, Global Chief Research office at Ipsos Customer Experience,  who delve into the unique advantages of Mystery Shopping in assessing employee behaviours and internal processes, and how it complements Voice of the Customer (VoC) research as part of your Customer Experience measurement strategy.

The podcast discusses the relevance and importance of Mystery Shopping in today's business landscape, particularly its role in enhancing customer experience. It highlights that Mystery Shopping, when used in conjunction with Voice of the Customer research, provides a comprehensive understanding of customer experience by evaluating both the emotional aspect and the effectiveness of operational processes. Kendra and Andy emphasize the need for businesses to align Mystery Shopping programmes with their specific goals, whether it's improving customer service, ensuring compliance, boosting product recommendations, or increasing sales conversion rates. They illustrate how Mystery Shopping provides valuable data that allows businesses to identify areas for improvement, enhance employee training, and ultimately, create a customer-centric culture that fosters loyalty and drives business growth.

This podcast follows on from our thought-leadership release earlier this year ‘Demystifying Mystery Shopping’, which you can read here.  


Season 7, Episode 11: Demystifying Mystery Shopping

In this month's podcast, Helen is joined by Jeremy Todd, Head of Research & Insight at Air New Zealand, Trish Roberts, Experience Management Director, and Tom Magill, Associate Director of Ipsos New Zealand.
  
This episode celebrates the success of the Air New Zealand CX programme, delivered by Ipsos with Medallia. At the 2024 Research Association Awards NZ, our exceptional Ipsos team won the 'Most Effective Agency' award among 10 nominations, winning in 7 awards. Alongside Air New Zealand, we jointly received the Gold Award. Tune in to learn about the award and discover the insights from our experience of how the teams collaborated to deliver an impactful CX programme. 
 
Air New Zealand, one of the nation's most loved brands, identified Customer Experience as the Number 1 driver of Corporate Reputation. The challenges brought on by COVID-19 grounded airlines, and when the world began to reopen, customer expectations rebounded to pre-COVID levels, while the airline was still rebuilding. Performance scores were not meeting the anticipated standards. 
 
The Ipsos team was commissioned to "look under the hood" of the programme at the wealth of data collected, to pinpoint exactly where the business needs to invest to meet and exceed expectations, ensuring the maintenance of their loyal customer base. Our Global data science and analytics team modelled the data to identify the key drivers of the experience and developed a simulator to demonstrate the Return on CX Investment (ROCXI) if changes were implemented. This shifted the research from a retrospective view to a forward-focused, fact-based programme that identified where Experience Design investments were required. 
 
Tune in to discover how the team designed an award-winning programme which tuned into stakeholders' needs to reorient the business around the customer once again.
 



Series 7, Episode 12: Flying through turbulent times. Lessons from Air New Zealand and Ipsos’ Gold Award winning CX programme.

On this episode, we are sharing the audio from our latest LinkedInLive presentation on CX Global Insights 2025: A sneak peek into Ipsos’ newglobal benchmark of Customer Experience.
 
During our Live event, we explored key findings, such as the surprising “Onaverage, around the world, 70% of customers say they choose to use a brandbecause they know the experience will be good”, the impact of these surveyresults on your CX strategy, and the trends shaping the future of CX. We alsocovered topics such as the growing importance of emotional attachment, keydrivers of CX, personalisation, best and worst performing sectors. 
 
◼ Host:
⁠Sara Pike⁠,Head of CX, Ipsos in Singapore
◼ Guests:
⁠Jean-FrancoisDamais⁠, Global Chief Research Officer, Ipsos
⁠Francisco AgustínAcuña Bachmann⁠, Head of CX, Ipsos in Latam
 
The video presentation can be found by following this link! 
 
⁠#CX⁠⁠#CustomerExperience⁠⁠#GlobalInsights⁠⁠#Benchmark⁠⁠#Performance⁠⁠#Business


Season 7, Episode 10: Shifting Gears - CX Transformation at Volkswagen Group UK

Ipsos' Customer Perspective

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