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  "documentTitle": "Bridging Customer Experience Gap",
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  "notes": "Figure 8: Please indicate whether you agree or disagree with the following statements relating to your customer experience.",
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      "text": "Tom Daniell, Retail and Brand Marketing Director at Aviva, notes that “every business has a cultural challenge that says: ‘how do we [shift from being] a company that hasn’t historically prioritised customer experience?’.",
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      "text": "Mark Evans, Marketing Director at Direct Line Group, highlights the importance of a clear mission all staff can assimilate.",
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      "text": "Our overall mission is to make insurance easier and better value. It may sound low-level but the reality is that insurance and other multichannel service sectors like telecoms and utilities are complicated and messy. Making things easy is a defining mantra that keeps you honest. We have to imbue everyone in the brand promise - what would the fixer, Winston Wolf, do? That's the cultural layer over and above the quantifiable methodology. - Mark Evans, Marketing Director at Direct Line Group",
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