Latest Ellipsis Content Series

Follow Sue-Chef’s journey through complex, yet common, business challenges as they learn to build true customer loyalty.

Welcome to our new content series with a difference, where we introduce a cast of characters. They are loosely fictional, and the case study, Sue-Chef, is completely our invention, not disguised reporting. All of our publications look to share thinking and (hopefully), instruct, but always to reward your investment of time. 

Through the example of Sue-Chef, we’ll learn about the different types of competitive advantage and how they can affect customer loyalty. Find out how to use data to understand the customer journey, how to keep customers loyal, and how to create a personalised customer offering.

  • Instalment 1 How to create competitive advantage

    In this first instalment and through the example of Sue-Chef, we’ll learn about the different types of competitive advantage and how they can affect customer loyalty. What's the right strategy for Sue and the team? 

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  • Instalment 2 How to improve the customer journey

    Elsi and the team immerse themselves in the Sue Chef business and apply a customer lens to Sue-Chef ’s first-party customer data to gain insight into the customer experience. The team review and analyse the customer journey, looking at the dropout rate at each stage. Work also starts with the Sue-Chef digital team to map the sales funnel.

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  • Instalment 3 Find out each stage of the CX Pyramid

    Elsi and the team present their findings from the customer analysis to the Sue-Chef team. The team have constructed a picture of the customer base. Which group of customers will Elsi highlight as most valuable? What type of benefits do the team recommend?

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  • Instalment 4 Find out how Sue-Chef built true customer loyalty

    We catch up with the team 12 months later. What have they learned, what happened? What worked, what changes did they make? Is Sue-Chef thriving from a more personalised customer offering? Let’s find out...

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