It is no secret that customer expectations have changed in recent times and technology has constantly evolved. These days it is often seen as being essential to use this tech to aid in your customer experience. In this episode of Never Mind the Pain Points Managing Consultant Matt Austin is joined by Tom Coppock from Acrotrend in discussing these matters. Firstly, Matt and Tom talk about how analytics can be a business differentiator and how the times have changed from investing millions into a giant set of infrastructure to one where you can do huge scale data analytics much cheaper and much faster. There is also discussion around whether the large enterprise organisations are starting from 'further back' due to having to deal with the legacy infrastructure they tend to have. In their conversation Matt and Tom cover much more including monetising data, fundamental data issues in organisations and why Marketing often leads the way when it comes to using data and analytics to do the right thing for the customer. Tom is Acrotrend’s Head of Consulting, where he and his team are focused on helping companies make better use of their data to get new business insights, to improve customer experience and to accelerate marketing results. A digital industry veteran with over 20 years’ experience in business consulting, presales and delivery, prior to Acrotrend Tom held senior leadership positions at companies like Adobe, Sprinklr and Marketo. Don't forget to subscribe so you don't miss out when we release new episodes. Let us know your thoughts, ask us questions or let us know what you would like to hear in the comments, on Twitter at @NeverMindthePP or by emailing us at email@example.com.