Data-Driven Creativity for CX + Big Tech CDP News

The Marketoonist Talks Martech

Here in our Podcast to get more diverse voices to talk about their view of CX, we talk to Akhilesh Tiwari from TCS about the practicalities of aligning technology, data, and creatives to deliver CX.

Here are the questions Akhilesh raises for marketers:

Do your back-end systems support the marketing vision for CX? Are you forgetting the impact of back-end functionalities and alignments in the quest for cool front-end CX elements?

What role can a CMO play in bridging these gaps?

What does it mean to build a data-driven creative approach to CX?

Are the KPIs around customer interactions aligned with the KPIs of the rest of the organizational functions?

Are you personalizing to an individual or to each transaction of the individual, wherein she may bring a different persona and context to each transaction?

Data and tech are critical, but as humans, we respond to stories and imagery – not to technology or data. How can data-driven martech help with creating engaging stories and experiences?