Reading between the lines: Uncovering customer insights to deliver exceptional customer experiences

Gaynor Strachan Chun, M. A. Greenstein and Sarah Kornfeld

Journal of Brand Strategy, 2015, vol. 4, issue 2, 161-167

Abstract: Customer insights are critical in the quest to deliver an exceptional customer experience. There is, however, a science and an art to uncovering insights that can get lost in a data-centric world. This paper discusses five cogent facts that can act as a guide to ensure the whole brain approach (balancing data with human-centric skills) to uncover the insights necessary to deliver exceptional customer experiences.

Keywords: customer insights; customer experiences; creative thinking; behavioral economics; cognitive association; neuro-marketing; story telling; systems thinking; human-centric (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2015:v:4:i:2:p:161-167

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