Ahead of his session at CXN Live: Customer Data, Insights and Analytics, Hussein M. Dajani, general manager of digital and CX transformation at Nissan Motor Co. in Africa, Middle East, India and Turkey reflects on the lessons he has learned in his 18 year career, including building a digital agency from scratch before finally ending up in his role with Nissan.
As a result of Covid-19, Dajani estimates that Nissan has undergone two years’ worth of CX transformation in four months.
Tech stack tips for good data management
Today’s companies have more data in their repositories than ever before, but Dajani notes that they often struggle to glean actionable insights to fully utilize the data’s value.
To access the full value of customer data, Dajani acknowledges there are a number of data management and analytics technologies surfacing in the market but one of the unmissable ingredients for a tech stack is a solid data management platform (DMP) and data warehouse. The selection and implementation of the right data management platforms, along with the right partners, has been instrumental for Nissan to facilitate good data practices and in turn high quality customer experiences.
“Setting up a DMP and data warehouse is extremely important for an organization,” Dajani says. “This helps not only with gathering customer data but also applying it when we want to focus on our marketing campaigns, providing a 360 degree view of customers.”
Good data practices and data visibility gives brands a clearer picture of their customers’ priorities, profiles, needs and wants. This intelligence helps them to provide more targeted services and products as well as more empathetic customer care, which Dajani maintains will be a strong CX trend going forward. “Empathy will play a very big role in organizations. Really understanding your customers and speaking their language will be very important in delivering the right message, to the right person and at the right time.”
Obtaining buy-in for data and analytics projects
One of the primary challenges encountered when attempting to enhance data practices is proving the ROI of data projects to executives. Dajani maintains that when building business cases to obtain executive buy-in, CX practitioners must ensure their arguments are rooted in data and statistics that directly prove the benefits of customer data initiatives.
Financial benefits and forecasts that are rooted in data will have the most weight in boardrooms, Dajani says.
To hear more of Dajani’s insights and advice on customer data and gain a better understanding of how Nissan are excelling in this area, watch Dajani’s session at CXN Live: Customer Data, Insights and Analytics.
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