Steve Oliver highlighted the pitfalls of measuring more when results are unsatisfactory as opposed to investing in true insight and focused solutions. We believe that more can be done with information businesses have about their customers – the prime example discussed throughout the day was the use of customer verbatim through text mining. Text mining combines data with the comments and results in companies’ realising what customer issues they have more quickly. Meanwhile tailored solutions ensure that that colleagues’ behaviour, either in house or via retailers can be improved leading to a great experience. Through understanding customers better and putting the right solutions in place the journey from satisfaction to loyalty to advocacy can be delivered.