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  "documentTitle": "Bridging Customer Experience Gap",
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      "text": "Understanding the customer is naturally pivotal to any effective CX effort. Without data on customers and their behaviour, organisations are at best relying on guesswork when they decide how to optimise experiences, and why.",
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      "text": "Someone who has been involved with customer experience programmes at both established brands and at the startup end of the spectrum is Sanjit Badhan, a CRM consultant who was until recently Head of CRM at international financial remittance company TransferGo.",
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      "text": "I was in the fortunate position of being able to look at the end-to-end customer experience which is much more difficult when you are working for a large organisation with silos, and a divide between operational and commercial teams. — Sanjit Badhan, CRM consultant",
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