The value of experience data involves more than just a survey paid SAP
As I think about choosing my wife's Christmas present, I have a nagging fear than I am a poor present-chooser. But she always says she loves the present. What's going on?
Your Mum hates your beard, but she doesn't say anything because she knows that you will be offended as it is now part of your identity. First, do more than just conduct a survey at the point of sale, ask when the product is actually being used or the service is being consumed. Next you also should combine customer experience data with empirical information about their behaviour: take my alarm company, my box is connected to the internet, so they should know how I use it, and link that to the calls I place with their service centre.
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