In today’s tough economic climate, growing your business through building a loyal base of customers, and pushing your expenses down without stifling your company, are key to surviving and thriving. Enter customer experience management, which, thanks to the insights that data can provide, is quickly becoming a competitive advantage.

Heino Gevers, customer experience director at Mimecast MEA, says customer experience is the way a company tracks and organises every interaction between a customer and the organisation throughout the customer lifecycle.