Data Driven CX

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Summary

In this very first episode of the Data Driven CX podcast series we’ll meet Sarah Hillman, Global Head of CRM and Data at The Travel Corporation (TTC). Sarah shares how TTC was able to prioritize customer experiences when the pandemic hit. She comments on the role of data, the very interesting intersection between technology and people, data and humans, and the concept of Data Driven CX. Finally, she provides some great insights into success factors for the use of data to power customer experiences.

Show Notes

In this very first episode of the Data Driven CX podcast series we’ll meet Sarah Hillman, Global Head of CRM and Data at The Travel Corporation (TTC). Sarah shares how TTC was able to prioritize customer experiences when the pandemic hit and explains how customer behaviour has changed. 
In the business that TTC is in, customers don’t only want choice and ease-of-use. Travel is experience driven by its definition and customers want those experiences mirrored in all channels. It becomes very important to humanise customers’ digital interactions and make sure that what TTC stands for, such as authentic experiences and family values, is reflected in the online world. 
 
Sarah expands on the role of data: the excellent service that staff can give when they truly know their customers is difficult to replicate online and is not very scalable. Data became the focus to scale bespoke service to all customers in all channels. Data needs to inform the customer interaction, and support what TTC calls Tiny Noticeable Touches. Data is also key in automating some work, allowing staff to focus on key aspects of customer experience. 
 
A holistic single view of the customer is the basis for many customer experience applications. In fact, it is easy to say that you need a single view of the customer and that you need to remove data siloes. Yet in practice there are many pitfalls. We discuss learnings and success factors.
Inevitably, Nienke and Sarah also dive into what ‘Data Driven CX’ really is. Sarah feels this is the most interesting part of her role – the alignment of people and technology, humans and data. 
 
Often, there is a focus on analytics, but this misses the broader picture. Analysing data to better understand customers and gain insights is important. Then to use these insights to drive innovation and decide where to focus. Equally important, is to make sure data enables the actual experiences. This is the use of data at micro scale, woven into the customer journey.

Digital transformation is often understood as data / analytics transformation; however, it needs to be just business transformation. That is probably why we see a trend towards having a Chief Data Officer or a similar role in companies – to make data-driven business a boardroom conversation not a niche topic.
 
Some resources to learn more:
Customer Success Story The Travel Corporation
Customer Success Story Jardine Motors Group
Webinar: An Executive Guide for Creating a Customer 360 Strategy
Digital CX: Expert Insights ebook by CX Networks, Informatica and Accenture
A Marketer’s Guide to Customer Experience: Using Modern Data to Bring Your Customer into Focus, Informatica ebook
Connect with Sarah on Linkedin

What is Data Driven CX?

Data Driven CX is THE podcast, where you learn all about Data Driven Customer Experience. For leaders in Marketing, CX, Digital, Data, Information and IT who want to learn more on HOW to make use of data to successfully engage with customers and transform CX in their organizations. In this podcast, the fundamentals of Data Driven CX are explored in conversations with industry thought leaders and successful business leaders.
You learn trends, industry standards, how to tackle challenges, practical tips and best practices on:
1. Connecting customer data to make better CX decisions; 2. Creating Trusted data by making the process transparent; 3. Experimenting and innovating based on data; 4. Turning data into Actionable insights; 5. Driving Adoption of a data culture and new technologies to support it.

The host of this Informatica podcast is Nienke Bloem CCXP, global expert in CX who interviews thought leaders, experts, and business partners, to dive into the world of data driven CX.