Data – The Foundation for Outstanding Customer Experience

According to Gartner’s marketing leaders survey, over 80% of organizations expect to compete on Customer Experience (CX), yet only 50% of organizations say they can track the financial impact of CX projects.

The root of most CX challenges and the key to uncovering CX opportunities lies in data.  Many of the rapidly expanding CX Gen AI use cases focus on delivering relevant, personalised content to customers in their moment of need.  These use cases depend on your organisation’s proprietary data being trusted, i.e. fit for purpose, and well understood.  This requires data integrity and democratising key details of your AI projects across your organisation so that everyone understands them, the data on which they depend, and how their daily interactions with customer data impacts the success of these AI initiatives.

Each AI business objective and related AI use cases requires a thorough understanding of:

• The critical data required to meet the objective.
• The criteria for that data to be fit for purpose. In addition to completeness, timeliness, and accuracy, this includes understanding data bias, appropriate use of personal data, protection measures, and the representativeness of your AI training, tuning, and validation data.
• The root cause of data issues that make it unfit for use
• Coordinated solutions to address these issues transparently
• Carefully crafted validation data to test AI models, including pre- and post-processes against bias and hallucinations.
• Metrics for not only measuring business outcomes for the AI project but metrics for acceptable error rates and bias too.
• A continuous improvement framework designed to operate a transparent, repeatable, and optimized remediation process for fixing data issues impacting business outcomes and biases in your model. This is critical for enabling rapid iteration towards positive business outcomes and is also required by the EU AI Act which mandates continuous monitoring for errors and bias, documenting processes for efficiently fixing them, and reporting- particularly for high-risk use cases.

Left untouched your proprietary data that is critical to your AI project’s success decays in quality at a rate of 2-7% per month, impacting your model accuracy, increasing risk, and quietly eroding the ROI of your AI investments

You can implement various vendor tools, but without the right cross-functional data operating model that aligns AI initiatives with business objectives, your projects will fall short of delivering real impact. According to McKinsey, over 80% of organisations report that their use of GenAI has not yet resulted in tangible impact on enterprise-level EBIT. Furthermore, without a solid data operating model, it becomes difficult to comply with EU AI Act requirements-particularly when it comes to ensuring your employees have sufficient AI literacy, and a clear understanding of how your AI systems are being used across the organization.

Precisely’s Data Integrity Suite provides the best business-first framework for cross-functional teams to collaborate on AI projects- accelerating business outcomes, improving model reuse, and ensuring alignment with regulatory requirements. It also promotes AI literacy by democratising access to key project insights across the enterprise.

Precisely’s Data Strategy Consulting has enabled hundreds of enterprises and complements this approach by helping organizations establish proven data operating models. These models empower cross-functional teams to successfully collaborate in a transparent, business-focused, and data-driven way to meet the business objectives set by their leadership teams.

Once strong data foundations and organizational alignment are in place, Precisely Engage brings your AI-powered CX strategies to life. Engage activates trusted data to deliver connected, personalized customer experiences across channels—helping organizations operationalize GenAI insights where they matter most.

The unique combination of Precisely’s Data Integrity Suite, Engage, and Data Strategy Consulting, will help your organisation break down silos and foster cross-functional collaboration across your organisation. Together, they form a proven framework and operating model that accelerates your AI projects while ensuring transparency and compliance with evolving regulatory requirements.

We deliver these engagements with our, “teach-to-fish” approach enabling your teams, hands-on, to succeed with your AI projects in just 8 to 12 weeks.

Schedule an appointment to learn more.