Author: Zuha
Zuha
Zoha Peerbhoy is a seasoned editor with over a decade of experience in editorial strategy. She currently serves as a senior editor and content strategist for CX TechBuzz, a media initiative by TechBuzz Media. Zoha enjoys reading, traveling, and baking in her spare time.
Marketing attribution is crucial because advertisers need to know if their strategies have actually led to sales or conversions. However, it is also complex because customer journeys now span apps, websites, retail touchpoints, ads, email, and word of mouth. Also, privacy regulations keep tightening. Now, platforms do report performance using their own methodologies. But the bottom line is that leadership teams still expect a simple answer to the most difficult question: What actually works? The problem is that no single attribution method can offer a perfect view. Marketing Mix Modeling (MMM) explains how channels contribute at a macro level, Multi-Touch…
Most organizations agree that customer experience improves when the workforce is supported, well-equipped, and confident in their roles. But what many leaders still underestimate is this:CX is not driven by how employees feel; it’s driven by how the employer designs and manages the systems that support them. That design is the domain of Employer Experience Management (EXM): a discipline that evaluates and improves the entire employment lifecycle, from onboarding and tools to training, workflows, and performance enablement. Unlike traditional employee engagement programs, EXM is operational, measurable, and directly tied to business outcomes. And when designed well, it creates a traceable…
User-generated content (UGC) can be useful in gaining customer trust. However, it can be one of the most unpredictable forms of content. Reviews, photos, comments, videos, and social posts influence how people perceive brands long before they interact with customer service. But as the volume and speed of UGC grow, so does the risk, because it leaves the door open to offensive content, misinformation, impersonation, IP violations, and legal exposure. For customer experience (CX) leaders in particular, the challenge isn’t simply “moderating” UGC. It’s building policies and workflows that continue to work when volumes spike, emotions run high, and reputational…
When an employee reports, “My laptop is slow,” IT teams often have to guess what went wrong. Is the device overloaded? Is the application freezing? Did the network stall? Without real visibility into what the employee actually experienced, support becomes slow, reactive, and frustrating. This highlights why End-User Experience Management (EUEM) has become essential. EUEM provides a unified view across employees, applications, and endpoints, the three pillars that determine an employee’s day-to-day digital experience. Once support teams understand how these three layers interact, they can diagnose issues faster, reduce friction, and create a more productive digital workplace. Strong employee experience…
When a BPO partnership fails, it rarely comes down to the hourly rate. It fails because quality erodes, compliance issues emerge, or a “low-cost” provider struggles during peak volume. Many organizations still start their search by comparing rate cards instead of asking the real, strategic question: “Which partner can deliver outcomes reliably without exposing us to operational or regulatory risk?” Choosing a BPO is a risk decision, not a procurement transaction. This guide offers a structured approach using three proven levers: RFP criteria that surface true capability, site maturity assessment, and outcome-based pricing that aligns incentives. 1. The 3-Lane BPO…
Introduction There is a *slight* conflict in how customers expect personalized experiences but are averse to being tracked. Picture how some may prefer recommendations from a shopping app if they’ve been browsing for a jacket, while others would be concerned about how their data is being collected and used. Brands have to find a way to maintain that difficult balance. Tailoring journeys to improve customer loyalty is important, but can it be done while respecting privacy? One of the ways in which this can be done is through zero-party data, which is information that customers proactively and intentionally share, such…
Introduction Consumers can now shop and get real-time support through chat and messaging, which is what we call conversational commerce. As this channel gains prominence, CX decision-makers and platform buyers need ways to measure its real business value. Since chat-driven journeys can be multi-touch and dynamic, attributing results correctly becomes complex. Understanding how chat influences everything from first engagement to assisted conversions and repeat purchases helps businesses optimize investments and personalize experiences more effectively. This article provides a structured framework for measuring the “chat funnel” in conversational commerce, combining core ideas with practical guidance. Understanding the Chat Funnel in Conversational…
Introduction As customer experience (CX) continues to define brand success, organizations increasingly recognize that exceptional CX starts from within. Voice of the Employee (VoE) programs, which capture and use employee insights and sentiments, are becoming indispensable in shaping the future of CX. Heading into 2026, evolving workplace dynamics, technological advancements, and changing workforce expectations are driving new VoE trends that will empower CX professionals to build resilient, customer-centric cultures. This article explores the top Voice of the Employee trends poised to transform CX in 2026, arming CX leaders with insights to prioritize investments, improve employee engagement, and ultimately, increase customer…
Introduction In B2B marketing, relying on the traditional concept of the Marketing Qualified Lead (MQL) as an individual prospect is becoming increasingly outdated. Modern buying journeys are rarely driven by one person. They generally involve multiple stakeholders making collective decisions. This shift has made lead qualification far more complex. Enter “Rev-Ready” scoring: a strategic evolution that prioritizes quality over quantity by focusing on revenue-ready buying groups rather than isolated individuals. This article explores how marketers can modernize their lead scoring models to reflect this new reality, and how doing so can help optimize marketing automation platforms for genuine business impact.…
Introduction In retail, digital experience is now central to customer loyalty and ongoing differentiation. Retailers navigating omnichannel journeys face complex touchpoints, inventory challenges, and compliance demands across markets. Selecting the right Digital Experience Services (DES) partner goes beyond technology. It’s important to choose a service provider who brings together craft, scale, and vertical fluency. This is important as it helps create seamless, individualized customer experiences at scale. The right partner helps retailers adapt quickly, innovate with confidence, and turn customer engagement into actual business results. This article explores key criteria for leaders selecting a DES partner that meets the unique…