In an industry where Big Data is King, it can be quite controversial to not share the same views on the benefits of leveraging data to improve customer experience. However, DHL’s Vice President Customer Experience, Kim MacGillavry, is of the opinion that ‘data cannot improve customer experience, only people can’. Has Kim discovered something about data the rest of the industry hasn’t, or is DHL’s way of creating a great customer experience only applicable to them?
 

In this CX Network interview, Maya Fowell finds out how and why DHL are making sure the customer experience they deliver is not reliant on data, what the issues are with automated customer service and how to make sure your customers really are at the heart of everything your company does.