Improving customer experience and reducing costs to serve at the same time sound contradictory objectives. Surely improving customer experience requires a larger investment in it? Yet in some instances, I believe it is possible to achieve both at the same time. Last year I wrote a couple of blog posts

For anyone engaged in analytical marketing, creating a 360-degree single customer view (SCV) is nudging the top of your ‘to do’ list. Why shouldn’t it be? Knowing a lot about your customers can never be a bad thing, surely? But is a holistic view really necessary? Before we go there,