[Dave Coplin]

For me it’s the point I’ve just made on screen. You have to think not about the small part of the experience you’re providing to the customer, you need to step back and focus on the entirety of what the customer is trying to achieve. For example, to get hospitality right, it’s not enough to provide great food and drink, that’s part of it, but the customer is focused on the overall “experience”, and you need to be thinking about that as much as you think about your component of it.

[Dave Coplin]

It’s one of my favourites James, I have a feeling though that voice interfaces (like Alexa, Siri and Google) might just help us break free!

[Dave Coplin]

Thanks Darren, I think it should be one of our defining principles going forward!

From a brand perspective too, you can tell the brands that want to be efficient when they engage their customers versus those that want to be effective!