Insights
Evidência, não achismo
Perspectivas sobre pesquisa, analytics e advisory em experiência do cliente, e como transformar dados de experiência em decisões que você consegue defender.
When to Use Synthetic Data
Synthetic data earns its place when real customer data is too scarce, too sensitive, or too slow to move, and only when you can prove the copy behaves like the original.
Elizabeth Blake Ler → Experience to Impact: Turning CX Data Into Revenue
Most experience programs measure feeling and hope it pays off. The ones that compound do the opposite: they start from the money and work back to the moments that move it.
Ivan Stavrev Ler → Procurement Automation, Done as an Experience Problem
Agentic AI can run the routine buying that clogs procurement, but the value only lands when the design starts from the requester's experience and keeps humans at the gates that carry risk.
Ivan Stavrev Ler → Conhecimento que responde: assistentes de IA para a expertise interna
Um assistente de IA interno não é uma caixa de busca com um balão de chat. É uma camada governada sobre o seu conhecimento que transforma a expertise coletiva da empresa em uma resposta que todo funcionário alcança em segundos.
Ivan Stavrev Ler → Voice of the Citizen: Priorities From Structured Listening
Trust in government tracks one thing above almost all others: whether people feel they have a say. Structured listening turns that feeling into a ranked agenda you can fund and defend.
Ivan Stavrev Ler → Agentes de IA no atendimento ao cliente: da contenção à resolução
A mudança que importa não são chatbots respondendo mais rápido. São agentes que resolvem, escalam com contexto e aprendem a cada contato, com pessoas posicionadas onde o discernimento gera valor.
Ivan Stavrev Ler → Digital Government Metrics Worth Measuring
Page views tell you a service was visited. They never tell you whether a citizen got what they came for, which is the only metric that moves trust.
Ivan Stavrev Ler → Claims Is the Moment of Truth. Agentic AI Decides Whether You Pass It.
The claim is where insurance loyalty is won or lost, and agentic AI is the first technology that can act across the whole claim instead of automating one step of it.
Ivan Stavrev Ler → Citizen Experience: Why Trust in Government Runs Through the Service Counter
Trust in government is not won in speeches. It is earned, or lost, at the permit window, the benefits portal, and the call center, where satisfaction and trust move together.
Ivan Stavrev Ler → AI Talent Screening: Scaling Hiring Without Scaling Bias
AI can screen candidates faster than any recruiter, but it screens them through the same lens it was trained on, and the wrong lens scales discrimination at machine speed.
Ivan Stavrev Ler → Predictive Satisfaction: Modeling Sentiment Before It Is Measured
Survey response is collapsing and the silent majority is invisible. Predictive satisfaction models estimate how every customer or citizen feels, including the ones who never answer, so you can act before discontent surfaces.
Elizabeth Blake Ler → Competitive Intelligence That Changes Decisions
Most competitive intelligence ends up in a deck nobody acts on. The programs that pay off are built backward from the decisions they are meant to change.
Ivan Stavrev Ler → Root Cause Analysis for Customer Experience: Stop Treating Symptoms
When satisfaction drops or churn spikes, most teams patch the symptom. Root cause analysis finds the one driver that, once fixed, makes the problem go away and stay away.
Ivan Stavrev Ler → Quant, Qual, and Where AI Actually Fits
The quant versus qual debate was never the real question. The real question is which decision you are trying to make, and AI changes the economics of answering it without changing the logic.
Elizabeth Blake Ler → Como criar um Account Health Score que prevê o churn
Um health score só vale a pena se mudar quem a sua equipe vai procurar na segunda-feira de manhã. Os que funcionam partem do resultado que devem evitar, e não dos dados que por acaso estão à mão.
Elizabeth Blake Ler → Designing Surveys That Produce Real Insight
Most surveys fail before the first question is written, because no one decided what decision the answers were meant to inform.
Elizabeth Blake Ler → What Journey Analytics Reveals
The score that predicts whether a customer stays is not how any single touchpoint feels. It is how the whole journey holds together, and most companies are still measuring the wrong thing.
Elizabeth Blake Ler → How Customer Segmentation Improves Marketing ROI
Most segmentation projects produce slides, not lift. The ones that move ROI tie each segment to a different action, a different budget, and a measured return.
Elizabeth Blake Ler → Prevendo o Churn de Clientes Com Dados
A maior parte do churn já está decidida muito antes do cancelamento. As empresas que retêm clientes são as que leem os sinais precoces e agem enquanto ainda há algo a salvar.
Elizabeth Blake Ler → What Customer Experience Research Actually Tells You
Most CX research produces a number nobody can act on. The research that earns its keep does one thing: it names which experiences move loyalty and revenue, and proves it.
Elizabeth Blake Ler → Customer Lifetime Value, Explained
CLV is not a marketing metric. It is the price you can afford to pay for a relationship, and the discipline that decides where every dollar of acquisition and retention spend should go.
Elizabeth Blake Ler → Como medir o conhecimento e a percepção de marca
O conhecimento coloca você no conjunto de consideração; a percepção decide se você será escolhido. As marcas que crescem medem os dois, na mesma pesquisa, e os conectam a quem de fato compra.
Elizabeth Blake Ler → Driver Analysis: Finding the Few Things That Move CX
Most experience teams act on the loudest feedback. Driver analysis tells you which factors actually move satisfaction, loyalty, and revenue, and by how much.
Elizabeth Blake Ler → Brand Tracking: o que é e como colocar em prática
O brand tracking só justifica o orçamento quando deixa de reportar awareness e passa a prever a demanda, o poder de precificação e o share que sua marca vai conquistar no próximo trimestre.
Elizabeth Blake Ler → Ainda não há artigos nesta área.