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

Author

Listed:
  • Strachan Chun, Gaynor
  • Greenstein, M. A.
  • Kornfeld, Sarah

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.

Suggested Citation

  • Strachan Chun, Gaynor & Greenstein, M. A. & Kornfeld, Sarah, 2015. "Reading between the lines: Uncovering customer insights to deliver exceptional customer experiences," Journal of Brand Strategy, Henry Stewart Publications, vol. 4(2), pages 161-167, August.
    • Handle: RePEc:aza:jbs000:y:2015:v:4:i:2:p:161-167
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    More about this item

    Keywords

    customer insights; customer experiences; creative thinking; behavioral economics; cognitive association; neuro-marketing; story telling; systems thinking; human-centric;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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