British American Tobacco (BAT) won this year's SSON Impact Award for Customer Experience. Noticing that their consumer experience was purely transactional, with no KPIs and limited visibility, they envisioned evolving this process into an experience interaction. Transforming their KPIs into how they can measure the impact they are making, they saw almost immediate results. In this session, BAT's Consumer Lead, Sergio Acosta will walk our attendees through:

·        How BAT was able to lower its Customer Repeat Rate (CRR) from 30% to 15% in 3 months

·        How BAT has begun to track insights to have real-time visibility for what drives consumer calls

·        How BAT has moved to a consumer-first mentality and how that has transformed the GBS organization