The gap between what customers expect and what businesses actually deliver is widening, costing companies millions in lost revenue. In our recent panel, Alex Comyn (AND Digital), Catriona Morse (Royal London), Tim Mason (the pioneer of Tesco Clubcard and CEO Eagle Eye) and Rich Bovey (Chief of Data, AND Digital) explore this costly disconnect and offer practical remedies.

Over half of the 250 business leaders we surveyed say poor customer experience has already cost them millions, and a similar number admit they’ve lost customers as a result. Yet organisations still favour efficiency over experience, often choosing to appease stakeholders rather than customers.

Tim Mason insists that true customer-centricity is less about technology or data and more about understanding people’s lives. After all, data might show what customers do, but rarely explains why, leading 56 per cent of firms to make AI-driven decisions on flawed data, risking trust and reputation.

Our experts agree that the real edge lies not in AI tools, now widely available but in data quality and a culture that acts on it. The number-one risk, they warn, is doing nothing.

From restaurants changing napkin colours to spare dark trousers from lint, to travel firms easing trips with children, the smallest touches reveal genuine understanding and win loyalty.

Discover how to bridge the gap in our “Know Me or Lose Me” report download it today to learn how better data and emerging AI can forge deeper customer connections without expensive mis-steps.

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