6th Jun 13:40 GMT
Data insights are good but immersion and observation are better

Data insights are good but immersion and observation are better

Customer experience consultant, speaker and Forbes contributor Adrian Swinscoe recently launched his new book How to Wow: 68 Effortless Ways to Make Every Customer Experience Amazing. Featuring practical tips, insights, and interviews with a wide range of leaders and entrepreneurs, the book shares 68 strategies that will show you how to stand out from your competitors, whatever your business. In this extract, Adrian questions some of the hype around big data, and asks if it is in fact helping some firms and executives avoid the ‘hard’ work of engaging and observing customers out in the field.

Chair    by Adrian Swinscoe, Customer Experience Strategies,

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