The Attention CX Collapse: Competing in a 7-Second Economy
he Attention Collapse: Competing in a 7-Second Economy explores how attention scarcity is reshaping customer experience. Drawing on research from Microsoft, Stanford University, McKinsey, Forrester, Qualtrics, and Harvard Business Review, this piece unpacks the neuroscience behind focus, multitasking, and cognitive overload. It shows how modern CX design must evolve from capturing attention to caring for it — creating slower, deeper, and more meaningful interactions that build emotional trust in a distracted world.
The Choice Overload Syndrome: Why Too Much Freedom Feels Like Chaos
The Choice Overload Syndrome explores how too much freedom in customer experience leads to cognitive fatigue and emotional disconnection. Drawing on Barry Schwartz’s The Paradox of Choice and research from McKinsey, Forrester, Qualtrics, and Harvard Business Review, this piece shows how overchoice reduces satisfaction, trust, and loyalty. Learn how brands can use behavioral science and experience design to reduce decision fatigue, guide customers intelligently, and replace complexity with clarity.
When Customer Empathy Becomes Manipulation
This article explores the fine line between customer empathy and manipulation in modern CX. Using psychology, philosophy, and real-world examples, it explains how brands sometimes use emotional insights to push sales instead of building trust. The article argues for ethical empathy — designing long-term, win-win relationships that balance sustainable profitability with genuine customer care.
The Forgotten Customers
Joao Pereira highlights the hidden risk of the “silent middle” in customer experience — those who neither complain nor praise. This article explores the psychology of disengagement, why silence signals indifference rather than satisfaction, and offers concrete tools for CX leaders to detect and re-engage forgotten customers before churn happens.
Middle East B2B Customer Experience Divergence Analysis
Middle East B2B Customer Experience Divergence Analysis Regional Strategies for Competitive Advantage Introduction Business-to-business (B2B) customer experience (CX) in the Middle East exhibits striking divergence
Satisfaction Metrics Are Killing Innovation
In this article, we argue that traditional satisfaction metrics like CSAT and NPS trap companies in the safe middle ground, rewarding predictability over bold innovation. Drawing on behavioral science, philosophy, and a fictional airline case study, this article shows why satisfaction is a ceiling, not a launchpad — and how CX leaders can measure emotion, memory, and loyalty behaviors to create experiences that are memorable, meaningful, and truly differentiating.