Hi there,

What a quarter it’s been here at Purple Square!

We’re delighted to welcome two brand new clients to the family. Just last week our team had a lively virtual kickoff meeting with our new financial services client (based in Copenhagen) with everyone clamoring for the opportunity to make a trip to see them soon.

We’ve also seen continued growth in our MarTech Application Management team and our strategy experts have been hard at work delivering thought-provoking marketing futures projects that will shape the next wave of customer experiences.

In this edition of our newsletter we share nine blog posts that explore themes from personalisation to cross-functional collaboration. We begin with the personalisation balancing act - how to tailor experiences without overstepping - and continue through our 20-year retrospective on promises still waiting to be fulfilled (parts one and two). For those curious about AI’s role, The Abstraction Apocalypse dissects what marketers need to know. You’ll also find guidance on building a great preference hub, breaking down silos in insurance, and why CX must be at the heart of digital transformation in financial services. Sports fans can see how governing bodies can harness CX for growth, and we wrap up with competitive benchmarking insights you can apply straight away.

Each post reflects our commitment to customer-centric strategies and practical advice you can use now. Whether you’re refining your preference centre, integrating AI, or aligning teams across functions, these articles offer fresh perspectives and actionable steps.

Thank you for your continued partnership. We hope you find these reads both informative and useful. Do let us know which topics resonate most - we love hearing your thoughts.

Here’s to more shared successes,

Best Regards

Andy Addison
Founder & Chief Vision Officer

If you would like to discuss how we can help, please do not hesitate to contact us.

Blog Digest

The Personalisation Balancing Act: Could your personalisation efforts be backfiring? Learn to tell helpful, relevant interactions from unwanted intrusion and discover strategies to keep customers engaged without crossing the line. Read more now.

20 Years of Unrealised Promises – Part 2: Still stuck chasing digital dreams? Explore case studies showcasing where journeys went awry and discover practical tactics to transform customer experience for real results today. Read more.

Uncovering What Makes a Great Preference Hub:

Struggling to centralise customer choices? Discover the features every preference hub needs to respect privacy, deliver personalised experiences and build loyalty with data-driven trust. Read more.

CX in Insurance – Digital Transformation: Think digital upgrades will fix CX? See how truly customer-centric transformation goes beyond technology, streamlines claims, offers personalised policies and builds lasting trust across every touchpoint. Read more.

Competitive Benchmarking: Not sure how you stack up against rivals? Discover how competitive benchmarking can reveal performance gaps, inspire innovation and guide strategic decisions to stay ahead in a crowded market. Read more.

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