MARCH -2022MARTECHOUTLOOK.COM8While data and analytics were traditionally seen as a peripheral discipline in companies, they have now become central to impacting business success. As illustrated by McKinsey's 2021 AIreport, economies around the world are increasingly adopting artificial intelligence. What's more, some companies are moving beyond the typical understanding of digital transformation into less chartered territory: embedding data and analytics into the foundation of the customer experience.As the Chief Data and Analytics Officer of General Motors, my team and I are living this innovation daily. Data best practices have been core to our transformation into a platform innovator: revolutionizing how we ­ as a society ­ move people and goods. Across the industry, we've seen how key investments in software are ushering in a new era of safe and personalized mobility for all, with products that empower individuals and organizations to experience a safe and all-electric future. In short, data and analytics are transforming products and experiences across industries ­ and should not be limited to the automotive space. At GM, and through my past roles at the NFL and American Express, it's clear that intuitive customer experiences are a shared business imperative. As we collaborate to redefine data and analytics' role in business strategy and services, here are three ways that leaders can use impact ful, data-driven technologies to power the success of their customer experiences: 1. UNDERSTAND THE VOICE OF THE CUSTOMER: Key insights from the voice of the customer have transformed start-ups into corporate giants. The challenge is how to get the consumer to tell you exactly what they want. Data analytics open a direct window into the customer experience. While unstructured text mining has been a technical pain point for many years,advancements in data analytics technologies are now enabling companies to crack the code. For example, GM has developed a new data and analytics platform that enables its experience analysts to compare customer sentiment across all of its channels. By putting unstructured text from different touch points into common themes using deep machine learning and artificial intelligence algorithms, 3 WAYS DATA IS TRANSFORMING THE CUSTOMER EXPERIENCEBy Iwao Fusillo, GMs Chief Data & Analytics Officer, General MotorsIwao FusilloIN MY OPINION
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