Strategic KPIs do not move because they appear in a plan. They move when people change what happens at the touchpoint. That is where the customer hears your message, tests your promise and decides whether to continue. If the experience does not build the right trust, the strategy loses force before it reaches the number that matters. So clear a little bandwidth and ask one practical question: “What does my customer need to and would love to trust us for right now?” That quest

Looking at responses on a 0 to 10 scale, customers who gave 0 to 6 scores weren’t very loyal. They didn’t spend much and often needed a lot of service, which made them a costly group. Scores of 7 and 8 showed some positive sentiment but no strong loyalty or growth. But the 9s and 10s? They behaved differently. They stayed longer, spent more, and actively recommended. So, the NPS formula was created: subtract the percentage of detractors (0 to 6) from promoters (9 to 10). The

The Challenge A large FMCG organisation had acquired several businesses over a short period, creating ongoing restructuring and integration challenges . Each business retained its own identity and culture rather than aligning with the wider organisation, resulting in fragmentation, low engagement, and a lack of unified direction . To move forward, the leadership team needed clarity on what would build trust across all teams, cities, and countries , and a way to bring everyo

The Opportunity: As a pilot for global use, the Aid Organisation wanted to encourage significantly more one-off donations during their...