Matthew Leach at NRF's Big Show

Don’t erect barriers to great customer experience

It can be easy in the hustle and bustle of the daily grind to focus too much on how you do business and not enough on how your customers would like you to do business.

Just because it worked for Matthew Leach’s insurance company to require him to call its customer support center, so that the staff could email him a PDF form, that he could then print out and fax back to them, doesn’t mean it worked for Leach.

We caught up with Leach, of NTT Data, at NRF’s Big Show last month. We talked about the danger of placing barriers in the way of customers who want to give you business, how to find the voice of customers who’ve dropped out of the conversation and the difficulty in choosing the right technology for the right job.

Leach is the first in our on-going series of videos from NRF’s Big Show 2017. See more BloomReach NRF coverage on the blog.

Mike Cassidy is BloomReach’s storyteller. Contact him at; follow him on Twitter at @mikecassidy.