We had a quick chat in the bustling halls of Forrester's CX Europe event with James Bolle, VP head of client services in EMEA for InMoment. James offers up a sneak peek of some of the findings from our upcoming 2017 CX Trends report, including the importance of personalisation, as well as the relationship between expectations and emotion.
"Most organisations have enough data—they know who their customer is, they know where they're shopping, they know when they're satisfied," says James. "What brands don't understand is why their customers are satisfied or why they're not satisfied. Consequently, they don't know what action to take in order to optimise the customer experience."