How Huawei unleashed the potential of siloed data with simple changes

Huawei has been able to improve customer service through predictive analytics and taking steps to ensure data is not siloed

Investing in analytic technology helps brands across the world better understand and engage with customers, particularly when combined with simple changes that avoid the wasted potential of siloed data. David Wray, global accounting and reporting senior director at Huawei, said during CXN Live: Predictive CX 2022 that brands need to better connect their data as the first step toward better customer interactions.

Even simple changes, such as ensuring data-naming conventions are standardized across business units, can make customer information easier to use constructively, according to Wray. Once data is not sitting statically in silos and can be more easily aggregated, AI-based solutions can be used to detect emerging patterns.

Wray says these patterns can be analyzed on an individual customer level, by country, by region and by segment, for greater understanding of customer behavior and preferences on micro and macro levels. Wray said that when brands have access to this level of information, they are better able to respond to customer needs, add volume and retain business.