Customer Engagement

Today, we're joined by Zainab Hussain, an e-commerce strategist whose work in customer engagement and operations management gives her a unique perspective on one of the most persistent—and outdated—adages in business. We're moving beyond the simple idea that the customer is always right to explore

Today we’re speaking with Zainab Hussain, an e-commerce strategist who specializes in the powerful intersection of customer engagement and online reputation. In a world where a staggering 97% of purchase decisions are influenced by online reviews, understanding how to navigate this landscape is no

A dangerous illusion persists within the modern boardroom, where executive confidence in customer loyalty starkly contrasts with the reality of consumer sentiment, creating a staggering 50% perception gap. This chasm is not a minor discrepancy but a critical business vulnerability, amplified by the

In the chaotic world of holiday marketing, where inboxes are flooded and customer fatigue is at an all-time high, some brands manage to rise above the noise. They don’t shout the loudest; they connect the deepest. We sat down with Zainab Hussain, an e-commerce strategist who specializes in customer

The true measure of an organization's competence is not found in its glossy marketing or five-star online ratings, but in how it navigates the unexpected friction of a minor, non-standard customer issue. For one family in the United Kingdom, a simple two-day energy charge of just £27 became the

The most critical moments in a business-to-business relationship often happen in silence, a sudden drop in product usage or an overlooked sensor anomaly that precedes catastrophic failure, moments that traditional business systems were never designed to capture. For decades, the B2B world operated