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 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.