M&S’s Nathan Ansell on proving the value of customer experience

Customer data must be shared “as far and wide as possible” within a business to ensure the commercial benefit of investing in customer experience is fully understood by all departments. That is the view of Nathan Ansell, global director of loyalty, customer insight and analytics at M&S and former head of brand and marketing for M&S Food.
“It is hugely important, particularly for some of our more commercial colleagues in the organisation, to show there is a direct link