Gartner Expert

David Norrie

Sr Principal Analyst

David Norrie is a Senior Principal Analyst in Gartner Research for the Customer Service and Support team in the Sales & Customer Service practice. Mr. Norrie advises clients on the use of customer analytics to improve the customer experience on customer service business processes. He covers customer analytics strategies, trends, and technologies. He has led Gartner's research into customer journey analytics and orchestration technologies and strategy.

Prior to joining Gartner, Mr. Norrie was a Decisioning Implementation Lead for a large digital marketing consultancy, where his teams would implement decisioning and real-time adaptive AI models for clients in the telecoms, travel and retail banking industries, including championing the use of human-readable models. He has a background in customer analytics (including speech and text), digital, retail, customer relationship management (CRM), and workforce management (WFM) technologies.

Previous experience

Mr. Norrie managed teams of marketing technologists and decisioning architects working primarily with Pega and Chordiant. The teams designed and implemented the infrastructure, carried out marketing activities as a managed service and built custom functionality. The teams covered retail banking, travel, telecoms, insurance.

Prior to that he worked directly building analytics strategies for consumer insight, operational performance insight and demand planning/forecasting.

Professional background


Decisioning Implementation Lead


Head of Regulatory Complaints


Senior Customer Insight Analyst

Areas of coverage

Analytics, BI and Data Science Solutions

Artificial Intelligence

CRM Strategy and Customer Experience

Customer Service and Support Technology

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Top Issues That I Help Clients Address

1How can I build successful CX, service or analytics strategies?

2How can I deliver ROI with my CX and analytics initiatives?

3What type of customer and operations data should I be capturing (or not) and how should I use it?

4How is the vendor space for customer service and analytics evolving in terms of players and capabilities?

5What trends and capabilities are emerging in the customer service and analytics?