82 Kellogg Insight people are not trained properly and coached regularly, they can veer from established protocols or otherwise provide poor customer experiences. Companies with brands known for excep - tional service might forego automation, but in their quest for that personal touch, they will need to invest in minimizing bad outcomes. “The outliers indicate what your prob - lems are and where your greatest suc - cesses are,” Shapiro says, “and they allow you to facilitate those great successes and eliminate the problems.” Featured Faculty Joel K. Shapiro , Clinical Associate Professor of Data Analytics at Kellogg Based on insights from Joel K. Shapiro Learn more from Joel Shapiro in our Executive Education programs .