Customer experience · Marketing research · Writing
Almohannad Alsbeai
Customer experience leader, author, and speaker. I've spent 20+ years in marketing research and customer experience, and I write about what I learn: real stories, tools that get used rather than framed, and honest opinions about the practice — 88 articles so far, with more to come.
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Ideal Customer Profile (ICP)
The fisherman starts with simple tools and catches small quantities of fish. As the days pass, he learns multiple methods, his expertise grows, and his toolbox expands. Sometimes he sails near the coasts, sometimes in…
Startups with a Customer-Centric Mindset
One evening, I was sipping tea with a friend, the founder of a startup whose team you could count on your fingers. He was talking with enthusiasm about his absolute belief in customer experience principles, and how he…
Michelin Stars - The Restaurant Sector
The story of the Michelin Guide, the most authoritative restaurant guide in the world, began somewhere between 1888 and 1900, when the brothers André and Édouard Michelin decided to put together a guide for petrol…
The Difference Between Brand Experience and Customer Experience
Brand experience specialists work to make their brand easily distinguishable, so the audience can recognize it through specific traits or through the tone of voice used across the channels where the brand lives and…
Why Companies Fail to Deliver Exceptional Experiences
In this article, I want to talk about why companies and institutions fail to deliver exceptional experiences. But first, you have to know that customer experience is a responsibility that sits on everyone's shoulders, a…
The Car That's Allergic to Ice Cream
The Pontiac, or "the car that's allergic to ice cream", was one of the car models manufactured and launched by General Motors in 1925, with production eventually ending in 2010. The story began with a complaint sent in…