[글쓴이:] Joao Pereira

This author has written 95 articles
Read more about the article Satisfaction Metrics Are Killing Innovation
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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.

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Read more about the article Are Loyalty Programs Bribes in Disguise?
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Are Loyalty Programs Bribes in Disguise?

This article argues that most loyalty programs are transactional bribes disguised as relationships, built on discounts and points rather than a true connection. Drawing on behavioral science and customer experience insights, this article critiques traditional schemes and offers a new path to loyalty through trust, identity, belonging, and purpose-driven engagement that adds real value to the customer-brand relationship.

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Read more about the article CX Theater: Why Companies Pretend to Care
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CX Theater: Why Companies Pretend to Care

In this article, the illusion of CX Theater is exposed, where companies rely on scripted empathy, endless surveys, and glossy touchpoints without real change. We explore why businesses fall into the trap of optics over substance, the hidden costs of pretending to care, and how leaders can dismantle the theater by empowering employees, fixing backstage processes, and building authentic customer experiences rooted in trust and action.

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Read more about the article Why Boredom is the Silent Killer of Customer Loyalty
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Why Boredom is the Silent Killer of Customer Loyalty

This article explains why boredom, not dissatisfaction, is the real driver of customer churn. Drawing on behavioral science concepts like novelty bias, the hedonic treadmill, and Kahneman’s peak-end rule, this article shows how indifference erodes loyalty more quietly than bad experiences. With practical tools, a fictional airline case study, and strategies for designing surprise, meaning, and emotional resonance, CX leaders learn how to fight boredom and keep customers engaged.

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Read more about the article Stop Asking Customers What They Want
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Stop Asking Customers What They Want

Let’s challenge the traditional CX mantra of “listening to customers”, shall we? This article does just that, by showing why customers often can’t predict what they truly want. Drawing on insights from behavioral science, decision-making biases, and iconic business examples like Netflix, Apple, and Starbucks, this article explains why observing behavior, designing around human psychology, and testing new ideas drive innovation. CX professionals will learn practical tools to uncover unspoken needs and build loyalty beyond surveys.

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Read more about the article The Peak-End Rule in Action: When a Good Ending Covers a Bad Beginning
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The Peak-End Rule in Action: When a Good Ending Covers a Bad Beginning

This article illustrates Daniel Kahneman’s peak-end rule through a real-life customer service story: wrongful charges on a credit card were overshadowed by a quick and positive resolution. This article examines how endings influence customer memory, why some companies may design journeys that capitalize on this bias, and what CX leaders should do to foster trust rather than masking poor practices.

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Read more about the article My CX Crystal Ball: 5 Uncomfortable Trends That Will Shape the Next 5 Years
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My CX Crystal Ball: 5 Uncomfortable Trends That Will Shape the Next 5 Years

Five bold, non-mainstream predictions that will redefine customer experience over the next five years. From the death of the average customer to the rise of Emotional ROI, the end of privacy, the AI/automation paradox, and reputation shifts to private channels, this crystal-ball forecast explores how these trends will disrupt CX and what business leaders can do now to stay ahead. Check these controversial crystal-ball future visions for CX in this article!

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