That is the question and, according to Tony Costa, Senior Analyst, Forrester Research, the answer is what separates middle-of-the-pack brands from great brands.
“The speed with which you can convert data into insight and that insight into action is now the defining characteristic of competition,” Costa said during his session, “Better Customer Experiences through Data-Driven Design,” at Forrester’s Forum for Customer Experience Professionals East last month in New York City. “This new way of looking....