There are pieces of customer information lurking in every area of today’s companies and while there are a host of reasons to capture data, one thing is clear. Many B-to-B companies haven’t figured out a way to use the tsunami of data to exceed customer expectations. Instead, customer experience professionals rely heavily on surveys and NPS scores to guide their initiatives.If B-to-B companies want to differentiate through the experiences they deliver, they need to use all of the....