1. How to ignore data and anger your customers

    How to ignore data and anger your customers

    Firms are blowing opportunities to engender their customers' lifelong loyalty. Here's an example from my own recent experience. As an analyst, I fly 100,000-plus miles with a preferred airline every year, and I'm a mobile mind-shifted consumer; therefore, I have made some assumptions that have led to an expectation. Here's a summary of how that turned out not to be the case and how my airline could have used systems of insight to handle a bad situation and secure my lifetime loyalty.

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