Forrester Research findings suggests two-thirds of customers switch brands because they have experienced poor customer service. And it is often the little, inexpensive things that make the difference, as long as they are considered as offering value by the customer and are relevant. “To retain customers you don’t need to offer mass discounts. It’s the small things you can offer along the way,” said Sergio Iacobucci, Qubit senior associate strategist, . Iacobucci said the big topic in online retailing is the development of a ‘single customer view’, which is a representation of the data known by a company about its customers. “Having a single customer view allows you to merge your digital experience with an offline experience and make it feel like a human touch,” he said. “At this sort of scale, large brands need to use that data to allow them to do that.” Get the full story at Travel Weekly UK