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How Informatica Leverages The Powerful Combination of AI and Data

The Modern Customer Podcast

Release Date: 04/21/2020

COVID Customers Are Counting On You—Are You Rising To The Occasion? show art COVID Customers Are Counting On You—Are You Rising To The Occasion?

The Modern Customer Podcast

It’s been a long 18 months of pandemic life, and customers are feeling the stress and fatigue of constant uncertainty and chaos. They are yearning for a break and a chance to feel calm and normal.  But when they try to escape with a night out or a trip, they’re met with disappointing service.   Companies have to stop using COVID as an excuse for bad service. That’s especially true in industries like hospitality, air travel and restaurants. Yes, there are issues with staffing and turnover, but brands need to figure it out so they can deliver a strong experience. ...

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The One Thing Every Contact Center Bot Needs show art The One Thing Every Contact Center Bot Needs

The Modern Customer Podcast

If you ask customers if they want to talk to a bot, most people would likely say no. For years, bots have gotten a bad rap for their nonsensical answers and inability to understand.   But if you ask customers if they want to get correct answers quickly, they would likely all say yes. Modern bots are one of the best and most scalable ways to offer faster, correct service. According to Ben Rigby, VP, Global Head of Product & Engineering, Artificial Intelligence and Machine Learning at Talkdesk, it’s all about reframing how customers think of bots and how companies use them in the...

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How To Engage Customers In An Uncertain World show art How To Engage Customers In An Uncertain World

The Modern Customer Podcast

The past 18 months have brought unthinkable tragedies and uncertainty to the entire world and changed how most people live, work and interact with companies.  But according to Jon Picoult, author of From Impressed To Obsessed: 12 Principles for Turning Customers and Employees into Lifelong Fans, out of every crisis comes opportunity. Even with the chaos and uncertainty, there are opportunities to strengthen relationships and improve customers’ lives.  Engaging with customers in an uncertain world starts by really understanding them, including their new and emerging needs and fears....

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6 Steps To Build Returning Customers show art 6 Steps To Build Returning Customers

The Modern Customer Podcast

Growing a business is all about gaining customers and getting sales. And far easier and less expensive than attracting new customers is turning existing customers into regular, returning customers.  CX expert Shep Hyken says the key to building return customers is to discover the typical pattern of return customers and then replicate that experience for new customers. All companies should get people into the cadence of doing business with them regularly, but the timeline of that regularity—be it weekly, monthly or annually—changes based on the industry and type of business.  In...

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How To Deliver Effective Hyper-Personalized Experiences show art How To Deliver Effective Hyper-Personalized Experiences

The Modern Customer Podcast

It’s no secret that modern customers crave personalization. Efforts to tailor experiences to customers’ needs are foundational to a strong CX strategy.  But the next step of personalization is here: hyper-personalization.  According to Raj Badarinath, CMO of Algonomy, hyper-personalization has three main characteristics: It focuses on individuals, not segments. Even if two customers have some similar qualities, they each have a unique experience that meets their exact needs. It creates experiences in real-time. Hyper-personalization delivers offers right when customers need them...

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How Better Health Helps Customers Do Hard Things Easily show art How Better Health Helps Customers Do Hard Things Easily

The Modern Customer Podcast

The goal of every company should be to make their customers’ lives easier, even if it makes their work harder.  But that becomes even more important in a company serving customers with chronic health conditions.  Naama Stauber Breckler is CEO and co-founder of Better Health, a company focused on helping people with chronic conditions manage day-to-day life at home. Through innovative end-to-end solutions that bundle the delivery of medical supplies with education, peer support and telehealth services and an intense customer focus, Breckler and her team make it possible for...

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COVID Taught Us The Importance Of Community show art COVID Taught Us The Importance Of Community

The Modern Customer Podcast

Of the things that were lost because of the COVID pandemic, one of the most impactful was the loss of community.  Instead of interacting in person and learning and growing together, we were forced to do things by ourselves or be separated by computer screens.  So much of how we learn in business and our personal lives happens in person. But that was lost during COVID as our opportunities to learn through in-person classes and events were eliminated.  Without a personal and professional community, the last 18 months have been extremely difficult for most people. We were stuck at...

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How To Create Honest Experiences For Women show art How To Create Honest Experiences For Women

The Modern Customer Podcast

Women are powerful influencers and consumers, but they are often forgotten or overlooked by brands.  Even though women control the majority of household spending decisions and contribute to the economy at record levels, they are often stereotyped when it comes to marketing and customer experience.  Instead of pushing women to the back or creating superficial experiences, brands need to make women front and center in every product they design and experience they create, says Michelle Kennedy, CEO of Peanut, a social network for women.  Kennedy says the key to creating honest...

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The Importance Of Performing A CX Audit show art The Importance Of Performing A CX Audit

The Modern Customer Podcast

In many companies, the customer experience happens by accident without much strategic thought.  But a truly customer-centric culture and experience requires a thoughtful strategy and continual adjustments and improvements. And a large part of that is performing a CX audit.  Jamie Haenggi is Executive Vice President and Chief Customer Officer at ADT, where she is focused on designing the CX journey across the entire company for its 6 million customers.   One of Haenggi’s recent projects is an in-depth look and audit of the entire customer experience journey. The goal of...

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The Rise Of Chief Experience Officers show art The Rise Of Chief Experience Officers

The Modern Customer Podcast

Over the last few years, more and more companies have created Chief Experience Officer positions, elevating the customer experience to the C-Suite. One person who stepped into this new role in 2019 was Julie Bowerman, Chief Global Digital Customer and Consumer Experience Officer of Kellogg's. The titles and responsibilities of Experience Officers vary depending on the company, but the growth of the role shows the importance of customers in successful organizations.  Although Bowerman has more than 20 years of experience building household name brands, this is her first role as a Chief...

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“AI needs data, and data needs AI. They go hand in hand.”

Those are the powerful words of Ansa Sekharan, Executive Vice President and Chief Customer Officer at Informatica. Data or AI alone is only part of the equation; true success in customer experience comes when the two sides work together. Informatica leverages the power of data and AI to serve its customers and provide tools for its customers to serve their end-users.

AI and data are a powerful combination for the future of customer experience. But the biggest challenge for companies is to know how to collect good data and act on it. The recent explosion of data provides both challenges and opportunities, but in order to properly leverage data and use it in tandem with AI, companies must know the best data to use.

Informatica faced a similar problem in knowing how to provide relevant content to its customers. With so much data and content available, the challenge was to narrow down the data. Informatica created a micro-learning program to get the right information to the right customers at the right time. The company collected data on its customers and on a variety of potential information to share with them. Then, using AI to understand each user and where they were in the product lifecycle, it was able to provide relevant content tailored to each customer and applicable to their current needs. Instead of bombarding customers with huge amounts of content, Informatica combined AI and data to provide a personalized customer experience that not only helped customers but also showcased its products.

Many of Informatica’s customers use a similar approach to AI and data to reach their own customers, Sekharan said. He shared the example of FedEx using data and AI, along with Informatica products, to optimize its delivery routes and improve shipping times. By taking data of what packages need to be delivered and combining that with AI, FedEx is able to create the best routes to more efficiently get deliveries to customers.

Data helps companies truly understand their customers, and AI allows them to automate much of the experience to deliver customized interactions at scale. Together, data and AI deliver powerful insights into what customers are looking for and how it can be delivered. Informatica realized this firsthand when it switched to a subscription model and started focusing more on relationships and experiences than products. Its data showed that customers wanted strong relationships to choose a product for life, and AI made it possible to deliver on those experiences in a way that mattered to each customer.

Data and AI are a powerful combination. When leveraged correctly, they can propel customer experience to the next level and create long-term relationships and strong benefits. To successfully use both sides of the equation, companies need to understand their customers, look at the data and find ways to automate personalized experiences.

This post is sponsored by Informatica. About our sponsor:

Digital transformation changes customer expectations: better service, faster delivery, with less cost. Businesses must transform to stay relevant and data holds the answers. As the world’s leader in Enterprise Cloud Data Management, Informatica provides the foresight to become more agile, realize new growth opportunities and create new inventions. With 100% focus on everything data, we offer the versatility needed to succeed. Explore all that Informatica has to offer—and unleash the power of data to drive intelligent disruption. Please visit Informatica at www.informatica.com.