Gina Bhawalkar, Assistant Vice President, User Experience & Accessibility, Scottrade explained to attendees during her session, “Scottrade and Understanding the Customer Journey: When Segmentation Isn’t Enough,” at the 4th annual Loyalty360 Engagement & Experience Expo that her company wanted to understand its customers better to more effectively engage them and create brand loyalty.
“We didn’t know about their needs, emotions, and mindsets,” she said. “I wanted to change that. We....