We spoke to Ian Golding about the rise of customer experience, its impact on business and why, recently, customer experience has become a central focus for many sectors.

Don’t try and delight the customer. Just get the basics right. Rubuss Talks with Ian Golding.

In this latest edition of Rubuss Talks, Customer experience (CX) consultants Ian Golding and Mark McArthur-Christie look at why CX is such a hot topic – and whether it’s a recent development or has been quietly bubbling in the background for years.

Ian and Mark look at much of the established wisdom in CX and question it. They conclude that you can’t manage CX by spreadsheet, that ‘delighting customers’ is a red herring and that behaving like a human is one of the most important things you can do for customers.

About Ian Golding

Ian Golding is a Certified Customer Experience Professional. A highly influential freelance CX consultant, Ian advises leading companies on CX strategy, measurement, improvement and employee advocacy techniques and solutions. Ian has worked across multiple industries including retail, financial services, logistics, telecoms and pharmaceuticals and has deployed CX tools and methodologies all over the world. An internationally renowned speaker and blogger on the subject of CX, Ian was also the first to become a CCXP Authorised Resource & Training Provider.

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