juin 16, 2024
While most organizations seek to provide better customer experiences, many have to overcome organizational and technological barriers to leverage their data.
At a recent event in London, “Intelligent Experiences: Creating next generation commerce,” several experts shared their insights in a panel discussion hosted by Valtech and Google Cloud.
The stellar group of thought leaders who took the stage included:
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Gary Arnold, Data Strategy Director, Valtech
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Suzanne Greenhalgh, Data & AI Sales Leader, Google Cloud
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Katie Zeitlin, EMEA Channel Partnerships, Quantum Metric
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Olivia Shanu-Wilson, Director of Data CRM Lifecycle Specialist, On The Beach
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Stuart Jones, Head of Digital Products, Domino’s
They discussed how to deliver the best CX, deriving meaningful insights from seemingly unconnected customer actions, and providing real-time personalization at scale.
Valtech also introduced the Integrated Commerce Network (ICN), a curated group of software partners that bring pre-integrated, best-in-class data, commerce and personalization capabilities to help organizations activate their existing data and unlock new revenue.
Barriers to unlocking excellent CX
As companies strive to deliver customer experiences (CX) that resonate, organizational and technological obstacles are blocking the way.
In particular, a strong, unified data foundation is a critical requirement. Without it, it’s practically impossible to integrate generative AI or other emerging technologies needed to create and deploy intelligent CX.
These real-world problems are preventing many organizations from successfully integrating data:
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Fragmented technology estates and legacy systems
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Lack of cross-departmental collaboration
The reason most companies fail to turn data and AI into a true differentiator is because approaches and systems of the past are not designed for the AI era.
An audience poll conducted at the event underscored these concerns: When looking at building a foundation of unified data for integrating generative AI and other new technologies into your business, what are the most significant obstacles you're facing or expect to face?
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48% of respondents cited assessing disparate data sources. They cited challenges in identifying, evaluating and integrating diverse data sources.
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48% cited insufficient collaboration between departments and business units.
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44% cited technical debt and handling fragmented technology estates and outdated systems.
It’s important to make data and technology non-problems by rationalizing the estate and dealing with legacy issues.
The promise and potential of AI
In 2023, generative AI captured the world’s attention. Organizations started to experiment with how GenAI could transform their business, including:
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Streamlining creative processes, such as as content development and image generation
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Personalizing customer and user experiences with tailored marketing content, educational materials, even healthcare recommendations
While many organizations are now experimenting with GenAI, few are excelling at data and AI. Even fewer are driving meaningful impact by doing it in production and at scale.
A 2024 Global Technology & Data Leaders Survey found that only 5% of companies have implemented GenAI at scale.
AI fueled by data, data unlocked by AI
Data is what makes AI work, and AI is the key to deriving value from data.
A modern data platform brings together data and AI in such a way that they complement each other to meet the needs of the future, enabling you to continuously raise the bar on data-driven experiences.
While all organizations will have access to the same large language models (LLMs), the key to differentiation is how you go about combining your enterprise data to ground and fine-tune models that power differentiated insights and experiences.
Ready to unlock value and drive impactful outcomes?
We’re here to help.
To make the most of your AI efforts, and to ensure data quality and responsible AI implementation, a solid, well-governed data foundation is absolutely essential. Only then can you successfully overcome data challenges and create personalized, connected customer experiences.
Valtech’s Integrated Commerce Network accelerator was designed to help you achieve just that. Our experts will assess your organization's readiness and develop a roadmap to modernize your commerce strategy.
Contact us today for more information.