Most customer experience data strategies include two types of insights: qualitative and quantitative. Qualitative data tells the stories behind the customers, and quantitative data shares trackable metrics of customers’ actions and a brand’s performance.

But according to Jim Kalbach, author of The Jobs To Be Done Playbook, modern CX teams have an over-reliance on quantitative data, which can distract from building strong customer relationships.

Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future.