At Forrester’s CX Marketing 2016, Jill Baptist, GM customer experience and marketing at IAG, showed how emotional connection radically enhanced company culture.
Asia-Pacific insurance group IAG faced a problem: tonnes of information; little or no customer connection at an emotional level. In her talk, titled ‘How to bring the E word into the boardroom’, Baptist left no listener doubting the challenge.
Rob Grant is a freelance writer, specialising in travel, culture and business. He is a member of the Australian Society of Travel Writers and is based in San Francisco, California.