This content relates to : DIGITAL TRANSFORMATION
Michelle McGuire Christian
Partner & Chief Commercial Officer, Deloitte Digital
Hi, everybody. I’m Michelle McGuire Christian. I’m a partner at Deloitte Consulting. I’m also the chief commercial officer for Converged Consumer, which is the firm’s use of data, AI, and ML to drive meaningful brand engagement for our clients and their customers. Today, we’re going to talk about the role of data in the customer experience journey.
And how we do that from lead to loyalty is by owning the data, owning the decision, and owning the delivery associated with engaging with those high-value customers. And to do that, we look at four dimensions, from operations, machines, experiences, and humans, and how when you are evolving your organization to take advantage of the rich data that’s available, how you can use each of these dimensions to target and personalize the journey for those individuals you’re trying to reach. So first up, operations.
We think about data in this massive cloud-based architecture. But the operation associated with that data, how you land it, how you cleanse it, how you operationalize it by making it available to AI, ML, consumers of that data downstream is a core component and tenet.
So getting the operations around your data in order first is key to taming that CX experience. Then it’s leveraging machines, which sounds very scary and Skynet. But what it is is artificial intelligence and machine learning to take that data and drive it across the echo system in a way that is always on, is self-tuning, is training itself via the data that you provide it, in a way that historically humans had to. And not that it’s displacing humans, because you’ll find that that’s the next dimension, but it’s that machines are automating, doing trigger-based, always-on outreach in a way that humans couldn’t, even if they were working around the clock.
But to my point, the third dimension is humans. So how do you train up the skills? How do you recruit talent in a way that is helping them grow their skills around all things AI and ML?
So whether that’s Python, it’s SageMaker on AWS, it’s Vertex on Google, how are you giving them the skills to move to this always-on capability of machines via AI and ML? And lastly, is using that data for experiences. So how are you transforming how you market, how you drive people in-store, and how you provide personalized experiences for consumers in a way that historically those things were not connected?
Your online digital presence was a very different experience than the in-store. So now connecting those two things in a way that feels specific to me now is a core component of how you can create that customer experience from lead to loyalty in a way that’s very personalized. We hope you enjoy the article. Be sure to check it out.
Author :
Michelle McGuire Christian
Partner & Chief Commercial Officer, Deloitte Digital