The Intersection of Big Data, Customer Experience (CX), and Digital Transformation

Joining us on the is Mark Lister, he is the Chief Digital Officer for Ness, a digital engineering company that designs and builds digital platforms and software that helps organizations engage customers, differentiate their brands, and drive revenue growth.

Below is a timestamped summary of the show segments and the topics covered. If you’d prefer to watch the video interview, click here.  

Segment 1: The Digital Transformation

 

• Key events and patterns that are driving businesses to invest in digital transformation. minute 3:35
• Definition of the digital experience. minute 5:06
• The digital customer experience and touch point analysis. minute 6:33
• Early results for companies that have invested in digital transformation. minute 7:52 

   

Skip to minute 4:36 to listen to Mark analyze the key events and patterns that are driving businesses to invest in digital transformation:

“To me, the promise of digital is instant connection with your audience, instant connection with your data, and tools and practices to get to market fast, stay ahead of the people, and absorb it. When people don’t succeed, it’s because they’re bringing an old world view into a different technology set rather than what it is, which is a true cultural shift…”

Segment 2: Big Data

 

• Winning and struggling with big data. minute 10:48
• Artificial intelligence relative to the digital transformation. minute 12:45
• Customer experience or client experience design. minute 16:13 
• Monetizing a digital experience. minute 17:48

   

Skip to minute 11:15 to hear Mark’s describe the pros and cons of big data:

“Data is not the job of technologist to sort out, it’s the job of a team. Different perspective on what to do with the data. So back to my original point as a designer developer of data. I heard it very put very well at Scott Cook at Intuit who calls it a dreamer, a hustler and a packer. They’re a team with different perspectives, what are we gonna do with this stuff? We’ve gotta find something, you know there’s the needle in the haystack element. You’ve got to be rigorous about doing it, because therein lies the magic in the future…” 

 Segment 3: Customer Experience Design

 

• The role of a Chief Digital Officer. minute 20:21
• Functional leaders the CDO should report to. minute 22:21
• Advice for sales leaders within a company undergoing a digital initiative. minute 23:22  
• Advice for marketing leaders within a company undergoing a digital initiative. minute 24:38
• The product leader’s role in the digital initiative. minute 26:10 

   

Skip to minute 20:59 to Mark discuss the roles a CDO can play:

 “Chief Digital Officer is a transient role, it shouldn’t be one in four or five years time. I’ll have to find a new job I guess, but for the moment I’ll take this one because I enjoy it. And there’s two ways to go as a CDO You can be an ambassador, evangelist, strategist to hype it up, which is an important part of the role. Or you can be a real, fundamental agent of change and woven into the fabric of where the company’s going in everything they do. And that’s not just customer facing, that’s all the way through…”