The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Technology APAC

"We don’t deal in opinion, only in data," says’s David Peller


By Charlotte McEleny | Asia Editor

August 25, 2016 | 3 min read makes customer-centric decisions based off data, not on opinion, according to’s director of strategic partnerships for APAC, David Peller. says it's data not opinions that drives decisions

Peller said the company’s approach to innovation took three points; understand the user by putting guest at the heart of everything does, have the humility to keep learning and get stuff done.

Speaking at the Forrester CX conference in Singapore today, he said; “Every single innovation conversation starts with the customer and that then leads to the idea of learning. We don’t deal in opinion, only in data. No one argues based off an opinion, only data.

“We are one of largest ecommerce operations but for one website our engineers carry out more than 1000 experiments, A/B tests, every day. The data of those tests then help us roll out new features and enhance the guest experience. It drives our ability to learn and not rest on our laurels in having the best website or experience,” he said.

Peller said the ability to do this was partially due to not outsourcing anything as a business. He said the entire customer service team was in-house. In Singapore, the regional customer service team sits within an office in the financial district, an expensive place to rent, who can speak multiple languages.

He used this to explain the final point on its innovation method ‘get stuff done’ by telling an anecdote about how the team have approached helping customers affected by the Italian earthquake this week.

According to Peller, all the 14 customer service offices worked overtime to ensure that customer were unharmed, accounted for and others that were planning to journey to Central Italy could make changes to plans.

Technology APAC

More from Technology

View all


Industry insights

View all
Add your own content +