Today’s interview is with Mark Smith, President of Kitewheel, whose platform is powering real-time customer journeys for the world’s most customer-centric brands. Mark joins me today to talk about leading edge customer experience, Voice of the Customer (VoC) and Voice of the Process (VoP) data, why VoC data is often partial and potentially misleading, journey analytics and customer journey orchestration as well as what lessons service and experience leaders need to be learning.
This interview follows on from my recent interview – It’s the deviants that make the difference – Interview with Gary David and Adam Gamwell — and is number 379 in the series of interviews with authors and business leaders that are doing great things, providing valuable insights, helping businesses innovate and delivering great service and experience to both their customers and their employees.
Here’s the highlights of my chat with Mark:
With over 20 years of global experience in Marketing Applications and Analytical CRM, Mark Smith is a leader in building, growing and managing successful companies. Currently in “innovation mode” as the President of Kitewheel, Mark is focused on helping marketing agencies deliver better consumer engagement through solutions that unify the “logic” layer of today’s customer-facing technology for their large brand clients.
Mark’s journey into customer behavior and experience started early in his career. Shortly after achieving his Ph.D. in Mathematics and Statistics from the University of Edinburgh, Mark founded Quadstone – the first data mining company to focus explicitly on the analytics of customer behavior. In the years that followed, Mark moved to Boston to build the US business and oversaw revolutionary analytic progress at clients including T-Mobile, Dell, Merrill Lynch and Fidelity. His leadership role expanded to global sales, marketing and product teams that lead to a series of three successful M&A transactions over the last 10 years.