Topic: X4 Summit


Crate & Barrel on experience gaps: why they occur and how to close them

Experience gaps occur when a brand fails to meet expectations at any point along the customer journey. It could be a big brand disaster: “I didn’t expect the shop assistant to kick me in the shins – but they did”. A pretty huge experience gap, but thankfully for retail brands a rare occurrence. More frequent […]

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How Cathay Pacific focuses on passenger feedback to soar above the competition

Customer experience is everything in the airline industry. From the routes they fly to the booking process and the on-board experience, every touchpoint with customers is an opportunity for airlines to deliver breakthrough experiences that build their reputation and help them stand out in a fiercely competitive sector. So Cathay Pacific knows it needs to […]

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A roadmap for closing the diversity & inclusion gap

There is a discord among corporate diversity and inclusion (D&I) initiatives. Just 1 in 10 D&I programs reach maturity in the workforce. This is despite 87% of organizations stating it as a value or priority area. It’s a sobering stat, and one which is going to take on greater importance as younger generations – millennials […]

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How Dun & Bradstreet gets sales teams to buy-in on customer experience

Talk to any salesperson and they’ll tell you that personal experience and relationship-building are core aspects of their job. Not to mention gut feelings, especially when it comes to assessing new leads or choosing which accounts to focus their attention. That’s why many sales teams bristle at the idea of ‘data-driven decision-making’. It’s almost anathema […]

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Brand-building tips from Stance founder and CEO Jeff Kearl

 The answer to a single question can determine your brand’s success for years to come. “What is the nature of your business?” Your answer tells consumers how your brand is different to competitors. Of course you could compete on price – but saturated and competitive markets mean you would ultimately be in a race to […]

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Can banks take on big tech and win? Hear the answer from BBVA

The banking world is undergoing a seismic shift, as challenger banks and fintechs strike at the very foundations of the old financial world. Digitalization has changed how customers interact with banks, and some established names have been caught out, opening the door to disruptors who can offer a better customer experience. The Spanish bank BBVA […]

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7 tips from CBS to help your C-Suite understand and appreciate data

The C-Suite used to tolerate a little more ambiguity when it came to insights and market research. In a time before big data, they’d accept an insights team saying that the data “probably” means XYZ will happen. Today, every company is blessed with an abundance of data, and as a result executives expect a higher […]

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