Thinking

Discover how linking a company’s purpose to human-centered customer goals can help leaders inspire their employees to embrace their role in the customer journey.

We know customer centricity is the key to creating real value for your customers, but before focusing externally, brands must ensure employees are bought into the "why."

Camille Nicita joins Authority for a Q&A on what she believes has fueled her as a servant leader throughout her 30-year career.

In an era where customers are demanding more from brands than ever before, it's time organizations shift their focus to the universal values that matter most to customers—Customer Performance Indicators.

As Gongos celebrates its 30-year anniversary, Camille Nicita reflects on her career journey from intern to President & CEO, and the lessons she has learned along the way.

Discover how the link between the outcomes that matter to customers (CPIs) and business growth (KPIs) can drive reciprocal value & growth for your brand.

When tackling business obstacles, many organizations move so quickly to fix, they fail to solve the root issues that come to light when shifting to an innovation mindset.

Understanding the theory of HCD is one thing; putting practice into play is another feat. Read our three hallmark qualities necessary when applying HCD strategies.

At the most human level, all consumers are motivated by 15 intrinsic goals that help them thrive. Until now, no one has found the direct link between these goals and organizational business goals (KPIs).

With such high investment in loyalty management and even higher customer expectations nowadays, there’s no better time for brands to understand what customers value most.

What if, instead of measuring success based solely on business KPIs like NPS or CSAT, companies set Customer Performance Indicators focused on reaching the goals that brands can help customers achieve?

Today’s leading companies are built on a foundation of innovation and disruption. But when it comes to unlocking new value across the spectrum of consumers, needs-based segmentation shouldn’t be left behind.

Human-Centered Design offers a powerful way to understand their customers behaviors from a uniquely customer-centric perspective. But what exactly is HCD & what are the best steps to deploy it?

Does it ever start to seem like your research community has “run its course?” Or maybe you’re struggling to track accurate ROI and are beginning to wonder whether it’s worth the investment.

With an increased appetite for workplace flexibility, many believe there may never be a time when 100% of an employee base is back in the office. But what does this mean for employee experience and trust?

With healthcare’s growing influence and the corner drug store being a critical touchpoint, consumers find themselves with a few select choices. Standing at the forefront of those are CVS and Walgreens.

Delivering on customer centricity means gaining much more than feedback to concepts, but to understanding customer values, as well as behavioral shifts that impact business decisions from product development to marketing strategy.

Market segmentations can be a powerful tool when appropriately deployed, but how do you know if it is the right solution for your organization?