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

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

Practice paper

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, 4 (2), 161-167 (2015)

https://doi.org/10.69554/QAOA3530

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

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Citation

Strachan Chun, Gaynor, Greenstein, M. A. and Kornfeld, Sarah (2015, August 1). Reading between the lines: Uncovering customer insights to deliver exceptional customer experiences. In the Journal of Brand Strategy, Volume 4, Issue 2. https://doi.org/10.69554/QAOA3530.