August DLT Monthly Meeting Summary - "Evolving Digital Customer Experience"
We had a rich conversation at the August 2024 monthly meeting to discuss the topic of the evolving digital customer experience. We reviewed the intersection of technology and the human experience, and the ways that data management practices and emerging technology will inform an organization’s capabilities.
We had three main topic areas to explore:
1) Understanding the Customer
Real Customer insight comes from multiple sources- We began with a conversation about the importance of combining customer feedback with website and application analytics (to gain a more complete and accurate view).
Dedicated and persistent teams - to do this well, having a team focused on this is critical. They can close the loop and manage the overall process, which can also ensure rapid response to customer issues.
Direct customer contact - often technology leaders get filtered or biased perspectives of the customer needs, so we discussed the importance of getting first-hand exposure to customers.
Customer-centricity - when building solutions, it’s becoming possible to personalize experiences for customers.
A steering committee - can help to prioritize their needs: One member shared that Marketing, Customer Service, and others came together.
2) Data Management
Data management stack - being used to help centralize customer data in support of a customer-centric strategy
Data consolidation - there was a preference to bring customer data together - into a single environment like Snowflake
Unifying data challenges - remains a challenge, but members were spending time building the right architecture
Customer Data Platform - some were using to help create a complete view (e.g., CDP + Snowflake)
3) Emerging Technology
AI - is starting to have an impact; companies are seeing slow, persistent uptick in adoption.
Robust testing and data governance - both will remain critical in these deployments
Apple Vision Pro - some discussion was had from a couple members who have begun using the headset, and another member commented that this could be used more for internal partners, but not much else was mentioned on using new form factors.
Thanks to all who shared their perspectives.
