Enterprises that effectively utilise data to gain a deeper understanding of their customers and provide enhanced products and services will establish a unique upper hand in the competitive market.

Recently, a group of tech industry leaders engaged in a discussion about the significance of experiences powered by data. They exchanged their perspectives on how data can be employed to tailor customer experiences, amplify productivity, and accomplish business objectives.

Leon Gauhman, Chief Product & Strategy Officer at Elsewhen, kicked off the debate by discussing the importance of data-empowered experiences. He argued that data is a key to unlocking value for organisations, but that it often remains siloed and disjointed.

Gahuman emphasised the importance of adopting a customer-centric approach to data.  Improving the customer experience could involve using data to personalise products and services, predict customer needs, or improve customer support.

Tackling the productivity challenge

Daria Grishina, IT and Data Director UK and Ireland at Danone, discussed the challenge of using data to improve productivity. Organisations should focus on giving employees the right information at the right time.

Grishina said that organisations often struggle to aggregate data in a way that is useful for employees. She also argued that organisations need to invest in digital technologies that can help employees collaborate more effectively.

Up-and-coming trends

Colin Simpson, Global IT Director at PZ Cussons, discussed some of the up-and-coming trends in data-driven leadership. He said that ethics and sustainability are two of the most important trends.

Simpson argued that organisations need to ensure that they are using data in a responsible way. He also said that organisations need to consider the environmental impact of their data practices.

Data privacy and protection

Maritza Curry, Head of Data at BNP Paribas Personal Finance SA, discussed the importance of data privacy and protection. Data should be implemented to understand customers as well as protecting their privacy.

Curry said that organisations need to be transparent about how they are using data. She also argued that organisations need to give customers control over their data.

Customer experience

The panel of technology leaders agreed that data is a powerful tool that can be used to improve customer experience, productivity, and business impact. The panellists’ insights provide valuable guidance for organisations that are looking to use data to drive business impact.

By using data to understand customers better, businesses can create more personalised and relevant experiences that will delight customers and drive loyalty.