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• The most successful companies direct relevant insights to customer service staff, and also back to product or innovation teams, who can then proactively work to improve upon existing systems and processes.
• Mr Gupta shared that his organisation is blending data from Internet of Things (IoT) sensors and customer feedback to enable development teams to extend the lifespan of their products: “Because we took systematic input of these data, married with the data from customer care systems, we were able to say, ‘How do we change the design? What is it that’s actually breaking, and how do we change either the supplier, the design or both to make sure these issues don’t fundamentally happen?’”
• Being able to democratise insights in this way will ultimately facilitate improved customer experiences and drive growth through improved employee morale and productivity, as well as the quicker uptake of new working methods and technologies.7 According to Diane Gherson, head of HR at IBM, employee engagement drives two thirds of her company’s client experience scores: if employees feel good about IBM, clients do, too.8

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