CRM Customer Experience Custodian: Enters Maturity As

E-guide
CRM enters maturity

as customer
experience custodian
E-guide
In this e-guide
In this e-guide: CRM has a long lineage in enterprise software,
How Informa Markets cohered
starting with salesforce automation in the 1990s, Siebel being a
customer data as it absorbed big player back in the mists of time.
UBM merger
These days, engaging with customers through every
Case study: How Trainline conceivable channel, and doing so by way of the cloud are the
keeps customers satisfied
novelties of CRM.
Customer experience CX – customer experience – could be seen as the new CRM,

software can help companies
but, as with any aspect of business software, you have to walk
weather the Covid-19 storm
before you can run. In the first article in this e-guide, we learn
Gartner: Top-performing
how Informa Markets has attended closely and cohesively to
companies understand CX the quality of its customer data – the key building block of a
comprehensive and modern CRM strategy.
The Trainline, which has figured more than once in Computer

Weekly for the quality of its data science and data management
programmes, appears in this guide as an innovator in the area
of split ticketing, which it claims could save UK train travelers
Page 1 of 23
E-guide
up to £340m per year – at least in an age to come when they are

In this e-guide
travelling again in numbers.
The shade raised there of the Coronavirus Covid-19 public
customer data as it absorbed
UBM merger health crisis that has haunted us all in 2020 informs the second
article in this e-guide. You can find out from ‘Customer
Case study: How Trainline experience software can help companies weather the Covid-19
storm’ how CX has contributed to business health and
resilience during this difficult year.
Customer experience
Finally, analyst firm Gartner, contends that companies using
analytics and artificial intelligence (AI) to understand how to
improve customer experience (CX) were getting significant
companies understand CX improvements in commercial performance in 2018-19. A
Gartner survey of 214 organisations found that nearly 80% of
companies that were growing use customer surveys to collect
CX data, compared with just 58% of what could be termed “non-
growth” organisations.
Brian McKenna, Business Applications Editor, Computer Weekly
Page 2 of 23
E-guide
In this e-guide
How Informa Markets cohered customer
data as it absorbed UBM merger
UBM merger
Brian McKenna, Business Applications Editor
Case study: How Trainline Data quality improvement programmes could be seen as icing on the data
keeps customers satisfied management cake. If your growing and profitable business has good enough
data, why fuss?
Customer experience
software can help companies But Informa Markets is one business that found it needed to enhance its data
weather the Covid-19 storm quality efforts as it absorbed a major acquisition.
Informa acquired UBM for £4bn in 2018. Among other things, for the Informa
companies understand CX Markets business division this meant its data management architecture – which
was complicated before – became even more complex.
Louis Engelbrecht, vice-president of technology strategy and architecture at

Informa Markets, explains how it created the division out of what had previously
been Informa Exhibitions and the UBM events business.
Mounting exhibitions is, he says, a major part of the division’s business, but as it
holds a lot of data about its customers, across many industries, it wants to
Page 3 of 23
E-guide
harvest that data to really engage with its customers, both on the buying side
In this e-guide and the supply side of the equation – exhibition attendees and exhibitors.
How Informa Markets cohered “We want to do that on a more constant basis, not just around events, and
customer data as it absorbed thinking more broadly about people who want to sell something, and people
UBM merger who want to buy something, not just exhibitors and attendees,” says
Engelbrecht. “Also, we want to look at other ways we can monetise the data.”
Case study: How Trainline
keeps customers satisfied Informa Markets works with thousands of customers across 40 countries. Its
own growth and acquisitions in recent years means it has disparate and
Customer experience
disconnected information – with different names for metrics, tools and systems
software can help companies across a now combined organisation.
Engelbrecht describes the data challenge it has as deriving from the fact that its
knowledge and expertise sits across all of its business units. “It is a very
fragmented landscape of knowledge we have, distributed among marketing and
companies understand CX
sales staff who know their specific industries inside out,” he says. “This means
our role is to help the people who have the industry knowledge within the
markets to make the best use of our technologies and the information we have
about our customers.”
One of those technologies is provided by Collibra, a data quality and

governance software supplier.
Page 4 of 23
E-guide
In this e-guide A complex web of data
How Informa Markets cohered Engelbrecht says the background to the eventual choice and use of Collibra
customer data as it absorbed was one where Informa had taken a hard look at how it was doing marketing as
UBM merger part of a concerted business growth initiative, some five years ago.
Case study: How Trainline “Our marketers were doing traditional ‘batch and blast’, sending the same
keeps customers satisfied communications to as many people as possible, and it was not effective. We
weren’t really understanding our customers and how they overlapped. We
Customer experience focused, then, on creating a single view of the customer,” he says.
weather the Covid-19 storm “To understand our customers, we need to speak the same language, and
because of the acquisitions we have made over the past 10 years, all of the
information was in a very fragmented landscape.”
As Engelbrecht describes it, the company applied consolidation to its data at
that stage, but then Informa acquired UBM, and suddenly the problem got even
bigger, because the business had doubled in size.
“To understand our customers, we need to speak the

same language, and because of the acquisitions we
have made over the past 10 years, all of the
information was very fragmented”
Louis Engelbrecht, Informa Markets
Page 5 of 23
E-guide
UBM had already investigated Collibra as a platform through which to manage

In this e-guide reference data, which he describes as anything you might select in a picklist or
a drop-down menu in a web form. “It could be a salutation, like Mr or Mrs, or it
How Informa Markets cohered could be a payment statement in a CRM [customer relationship management]
system. And it goes down, for us, to the answers to questions like, ‘What
UBM merger
industry are you interested in?’, and so on.”
Case study: How Trainline Informa Markets, as a division, sits within an environment where integration with
keeps customers satisfied enterprise resource planning (ERP) systems, at a group as well as in individual
business division level, complicates the picture still further. “We need to manage
Customer experience holistically through our integration platform, which is MuleSoft, the validation of
software can help companies all our data as it is integrated between platforms. There are a lot of technical
weather the Covid-19 storm dependencies we need to understand to do that,” he says.
Gartner: Top-performing In terms of the data architecture, the IT function has a customer data hub, which
companies understand CX is built on a Postgres database with Talend on top as a master data
management layer, and Collibra as the technology that masters the reference
data. It then uses Mulesoft to interface the information that is mastered in
Collibra out to all the applications that need to consume it by way of the data
hub.
“The main thing is mastering in Collibra, going through the approval workflow,
and saying, ‘This is a value that needs to be updated in SAP or Oracle or
Salesforce’,” says Engelbrecht.
Page 6 of 23
E-guide
Collibra, as Informa is using it, is a reference data authoring platform which also
In this e-guide functions as a data catalogue for the data quality reports that are generated in
Talend.
UBM merger
Agnostic to the ERP systems
Case study: How Trainline UBM’s ERP was an Oracle system, while Informa was an SAP customer.
keeps customers satisfied Informa’s strategy there has been to make its ERPs agnostic to Salesforce, as
its CRM system, and to the platforms that need to transact with the ERPs.
Customer experience
“Collibra has been important there, alongside Mulesoft, because all the
weather the Covid-19 storm validation is done through the information we store in Collibra, so that, for
instance we don’t put an invoice into the ERP that gets rejected. So, we do the
validation upfront, in real time, so that we get clean records through to the
ERPs,” says Engelbrecht. “It’s an ever-evolving landscape”.
Stepping back from the specifics of the technology sets, he says his team has
“used the intelligence we have built up around our fragmented estate, and used
it operationally to bring up the quality of what we can do from an integration
perspective”.
The in-house team is composed of data architects and engineers, with a

“reasonably large” MuleSoft team of around 13 during the Collibra project.
Page 7 of 23
E-guide
From a more business intelligence, front-end perspective, Informa Markets

In this e-guide selected Microsoft Power BI, but is “still building maturity” there.
How Informa Markets cohered “The big picture for us is that we are touching every piece of technology that is
customer data as it absorbed involved in what has been a big programme of change,” he says.
UBM merger
And, from an events business perspective, the Covid-19 coronavirus pandemic
means Informa Markets is necessarily planning to the second half of the year
keeps customers satisfied and beyond, concludes Engelbrecht.
Customer experience
software can help companies Case study: How Trainline keeps
customers satisfied
Gartner: Top-performing Cliff Saran, Managing Editor
It is a fact of life living in the UK that rail prices increase at the start of January,
and that the rail fare system is incredibly archaic.
In fact, it is even possible for some passengers to find convoluted journeys that
get to the same destination, on the same train, by buying rail fare tickets that
are significantly cheaper than direct fares.
The phenomenon is called split ticketing, and it is something that Trainline has
turned its attention to. It claims split ticketing could save UK train travellers up to
Page 8 of 23
E-guide
£340m in 2020, compared with the cost of direct train ticket searches made via
In this e-guide the Trainline app in October and November 2019.
How Informa Markets cohered The company says it wants to make it easier for passengers to find the
customer data as it absorbed cheapest fare. “We’re always striving to make train travel easier and more
UBM merger seamless for our customers, so one of our design goals was to default to
SplitSave when cheaper tickets are available,” says Mark Holt, chief technology
Case study: How Trainline officer at Trainline. “Split ticketing has existed in the industry forever. It is one of
keeps customers satisfied the idiosyncrasies of the UK.”
Customer experience
But finding legitimate ticketed journeys that could be purchased using more than
software can help companies one ticket has been problematic in the past.
“We needed to work with the rail industry to make this a success. What we don’t
don’t want to end up with is creating a problem for customers, because a rail
guard says they cannot travel. The nightmare scenario is if someone is standing
on a platform, asking the rail guard about which platform to go to for the next
part of the journey, and the guard points to the train that is just pulling out of the
station.”
So for Holt and the team at Trainline, the SplitSave functionality needed provide
a no-compromise customer experience. However, the software also needed to
work in a way that avoided overloading the systems from the rail operators that
provide the fare information that SplitSave then crunches to find the cheapest
split ticketing option.
Page 9 of 23
E-guide
“Legacy rail ticket providers often run brute force searches to find split ticket
In this e-guide fares, and this drive massive loads on the rail operators’ systems. We needed
something different that could provide the most likely split ticket savings, without
How Informa Markets cohered overloading the rail industry,” says Holt.
UBM merger Rather than process massive database queries to collect all possible fare
options across the rail network, Trainline’s SplitSave has used the power of
Case study: How Trainline passengers, collating data from customer queries. It works like a
keeps customers satisfied recommendation engine for split ticket rail fares, according to Holt.
Customer experience
“Machine learning is a big piece of the app. We have a vast quantity of
software can help companies customer data. Some customers search for a ticket, for example, from Euston to
weather the Covid-19 storm Manchester, some may search London to Rugby, while others are looking for
trains that go from Rugby to Manchester. Our code looks through 12 billion rows
Gartner: Top-performing of data a day to figure out where to get the biggest savings,” he says.
So instead of looking for 10 possible tickets that may get a customer London to
Manchester, Holt says the application is able to filter this down to one or two
split ticket options that it has strong confidence will be the cheapest split ticket
travel choices for the customer. It is these options that can then be forwarded to
the rail operator systems to obtain the actual ticket prices.
Holt says the recommendation engine inside SplitSave to support split ticketing
is constantly evolving and learns what rail travel routes customers look up. By
Page 10 of 23
E-guide
using this customer behaviour and caching ticketing pricing, Trainline needs to
In this e-guide send less data to rail operator systems.
How Informa Markets cohered Our code looks through 12 billion rows of data a day to figure out where to get the
customer data as it absorbed biggest savings
UBM merger
Mark Holt, Trainline
Case study: How Trainline The software was developed using a cross-functional team, focused on
delivering a good customer experience. Discussing the team effort, Holt says:
“We always start with a customer problem. It isn’t enough to say, ‘I have a
Customer experience bunch of data, what shall I do with it?’. It is about leveraging data to create a
software can help companies good customer experience.”
Along with machine learning and caching to limit the impact split ticketing
Gartner: Top-performing queries have on rail operator systems, Holt says the development of SplitSave
companies understand CX required a stream of user interface improvements, clever enhancements to
ticketing and fulfilment systems, and a lot of work from search teams to avoid
overloading industry systems.
“After months of iteration, the feedback from our test customers has been
overwhelmingly positive. We’re really excited to give the whole nation easy
access to the great savings it offers,” he adds.
Page 11 of 23
E-guide
The project does not have a true end of development phase, even though the
In this e-guide project to develop the SplitSave functionality is now being rolled out. Machine
learning models constantly evolve, as do customer expectations.
customer data as it absorbed Holt says there is a need to keep working across the IT industry on long-term
UBM merger projects. “Keeping people motivated after a launch is hard. There are peaks and
troughs,” he adds.
keeps customers satisfied But Holt believes people can remain inspired to do more and continue
innovating on the projects if they believe they are helping others. “We have so
Customer experience
much innovation across our organisation. There is always something new going
software can help companies on. It’s about the mission, and people are involved in something they can
weather the Covid-19 storm constantly see customers using,” he says.
companies understand CX Customer experience software can help
companies weather the Covid-19 storm
Cath Everett,
The rapid spread of the Covid-19 coronavirus pandemic and the resultant global
economic downturn as countries put their citizens in lockdown means that both
individual organisations and entire industries worldwide are having to rethink
how they operate.
Page 12 of 23
E-guide
But rather than simply abandon the customer experience (CX) management
In this e-guide activities and competencies they have been building steadily over the past few
years, Bruce Temkin, experience management (XM) guru and head of the
How Informa Markets cohered Qualtrics XM Institute, recommends they focus on “adjusting and reprioritising
their efforts to align with the organisation’s changing needs”.
UBM merger
He believes XM professionals have an important role to play in assisting their
Case study: How Trainline companies to weather the current storm by helping them to understand how
keeps customers satisfied customers and staff are feeling and then using such insights to adapt their
activities quickly.
Customer experience
software can help companies “In these times of rapid change, the last thing you want to do is to lose a
weather the Covid-19 storm connection with your customers,” Temkin says. “You need to be listening and
responding even more than you have in the past.”
While there are various ways of doing so, which include gathering input from
employees and undertaking pulse surveys among the client base, asking for
feedback needs to be undertaken with care, otherwise organisations risk
appearing “self-absorbed” rather than supportive of customer needs, warns
Temkin.
Moreover, it is important to bear in mind that the “ideal pace of feedback” should
be defined by a company’s “capacity to act on what it finds”. This is because the
ultimate goal is to “drive actionable insights” across the business, with the aim
Page 13 of 23
E-guide
of enabling it to adapt appropriately on an enterprise-wide basis rather than

In this e-guide simply in pockets.
How Informa Markets cohered “CX is about changing the entire organisation to become more focused and
customer data as it absorbed responsive to the needs of the customer,” Temkin says. “But it’s not good
UBM merger enough to just learn what customers are thinking and feeling – you have to get
actionable insights into the hands of the people who have been empowered to
Case study: How Trainline do something with them, such as customer support or product design, and in a
keeps customers satisfied form that’s useful to them.”
Customer experience CX maturity is at base camp

Unsurprisingly then, given the extent and depth of the organisational
transformation required to adopt this kind of approach, Temkin rates the “CX
movement” as currently being at “base camp” in terms of maturity – a finding
that would appear to be backed up by technology services company NTT’s
latest Global customer experience benchmarking report.
This study indicates that, according to most of the organisations questioned

(57.8%), their CX strategy is still in development, with a further 13.8%
acknowledging it is only at the planning stage and has yet to be defined. A mere
7.6% said they would describe their CX strategy as being optimised, while only
12.1% believe their customer base would give them a positive Net Promoter
score.
Page 14 of 23
E-guide
This is despite the fact that 81.6% were convinced CX offered the business a
In this e-guide competitive edge, with 58% considering the approach to be a primary
differentiator – although only 14.4% stated that CX formed a crucial part of their
How Informa Markets cohered overall organisational strategy today.
UBM merger According to Rob Allman, NTT’s senior vice-president of customer experience,
there are three key reasons that companies are failing to optimise their CX
Case study: How Trainline strategy effectively. These consist of “lack of leadership, a lack of inter-
keeps customers satisfied departmental cooperation, and a lack of empowered capability in implementing
well-designed, intelligent processes and outcome-driven data fluency”.
Customer experience
software can help companies As a result of this scenario, Temkin believes it will be another three to five years
weather the Covid-19 storm before CX progresses into the mainstream, not least because most enterprises
are currently just moving through the first of three waves of adoption.
The first wave consists of deploying some form of CX or XM platform plus
analytics and dashboard functionality to help organisations start collecting and
distributing customer experience data, which can then be combined with
operational information to create “signal data”.
“So experience data is what you collect, but signal data is what you take from
that information,” Temkin says. “For example, if a telco sees that young
consumers in the South East are reacting poorly to a particular service, that’s a
signal.”
Page 15 of 23
E-guide
In this e-guide CX: the difference between success and

failure
UBM merger
Other key technology initiatives that are currently being prioritised by CX teams,
the NTT study indicates, include customer journey management and the
introduction of artificial intelligence (AI) software. The latter is mainly taking the
shape of virtual assistants, natural language processing and machine learning
applications to undertake specific tasks rather than acting as a means of
automating the entire business.
Customer experience
The second CX wave, meanwhile, is about introducing more intuitive analytics
tools and integrating the CX system and underlying processes more tightly with
organisational workflows. It is also about designing effective ways to put
Gartner: Top-performing information and insights into the hands of employees who can take action on
them.
Finally, the third wave will take place when a clear understanding exists of what
data is required to operate effectively, Temkin says. In other words, companies’
CX system and processes will be able to provide staff with the right information
to take immediate and appropriate action when dealing with customer issues,
whether that means starting an action ticket or informing the customer support
team of a particular problem.
Page 16 of 23
E-guide
But, he advises, it is important to bear in mind that CX is not just about how you
In this e-guide treat an individual customer – instead, it is about “creating an entire system that
continues to learn”.
customer data as it absorbed “This system propagates insights and adapts rapidly in a repeating pattern that
UBM merger you have to make faster and better across the organisation. There’s no
individual or team that owns CX – it affects everyone,” Temkin says.
keeps customers satisfied But looking further into the future, he believes that AI software will also have an
increasingly important role to play due to its ability to spot “signals” much earlier.
Customer experience
This, in turn, will inevitably mean that companies are able to “reorient
software can help companies themselves at a much faster pace” – something that could make the difference
weather the Covid-19 storm between success and failure in the face of yet another crisis, whether local or
global.
companies understand CX Case study: Marks & Spencer
Marks & Spencer’s decision to add a chatbot to its interactive voice response
(IVR) system not only led to it generating incremental sales of several million
pounds, but enhancing the customer experience at the same time.
The high street retailer’s IT team started working on the initiative about 18
months ago in response to a challenge from the senior leadership team to cut
costs and adopt a digital-first strategy, with the aim of moving all sales online by
Page 17 of 23
E-guide
2026. This situation translated into a focus on simplification and automation,

In this e-guide which included improving support for efficient processes and eliminating
inefficient ones.
customer data as it absorbed To this end, the choice was made to layer natural language processing (NLP)
UBM merger and customer intent analysis software on top of the company’s IVR system. The
aim was to have the resultant chatbot act as a gateway, initially to deal with the
Case study: How Trainline high-volume, low-value and low-complexity customer calls coming into 12 of the
keeps customers satisfied company’s stores that still used legacy switchboards – although the software
has since been rolled out at the company’s contact centre too.
Customer experience
software can help companies When calling, most customers simply wanted to be put through to a specific
weather the Covid-19 storm store, department or individual, but rather rely on an expensive team of 135
switchboard operators - most of whom have since been redeployed - the aim of
Gartner: Top-performing introducing the chatbot was to route people intelligently to the right place after
companies understand CX establishing their intention.
As to how the system works, the NLP software, which was integrated with the
telephone platform using Twilio’s speech recognition application programming
interface (API), converts customer speech into text in real-time. Further
integration with Google DialogFlow also enables the software to determine why
the customer is calling. It then routes the call to the appropriate destination.
Page 18 of 23
E-guide
In this e-guide Much more flexibility
How Informa Markets cohered Chris McGrath, Marks & Spencer’s IT and digital programme manager, says the
customer data as it absorbed deployment has made a significant difference in customer service terms. “At the
UBM merger store level, it wasn’t a great service as between 60-70% of calls weren’t being
answered, but that’s completely changed now,” he says.
keeps customers satisfied As a result of this turnaround, the monetary gains have been high. Not only are
customers happier with the service they receive, but stock enquiries are now
Customer experience handled by a centralised call centre rather than individual stores, which has
software can help companies resulted in a sales boost.
Reporting is also much quicker than previously as the retailer knows exactly
how many customers are calling about what in real time. This means it is clear
which products are in high demand and which are not, which helps improve
forecasting.
In other words, says McGrath: “We’ve turned the system from not providing
actionable insights into providing actionable insights.”
He also indicates that, although the expectation had been that 10% of calls
would still need to be managed by humans, in reality 97% of customers are
happy to communicate with the chatbot and have it route their call.
Page 19 of 23
E-guide
Such levels of acceptance are particularly important during the current Covid-19
In this e-guide lockdown when the number of contact centre agents required to work from
home has expanded greatly.
customer data as it absorbed “From a call centre point of view, it’s been really challenging as while supporting
UBM merger food-related enquiries is an essential service, we have a duty of care in not
bringing people together. So, NLP technology has given us much more flexibility
Case study: How Trainline at the front end in redirecting calls, which has been really useful there,” McGrath
keeps customers satisfied says.
Customer experience
Gartner: Top-performing companies
understand CX
Cliff Saran, Managing Editor
Businesses that were profitable last year are using analytics and artificial
intelligence (AI) to understand how to improve customer experience (CX),
according to Gartner. The analyst firm has reported that metrics collected on
customer experience show it has a direct correlation with an organisation’s
profits.
The analyst firm reported that companies seeing positive revenue growth collect
more customer experience data than non-growth companies. A survey of 214
Page 20 of 23
E-guide
organisations found that nearly 80% of growth organisations use customer

In this e-guide surveys to collect CX data, compared with just 58% of non-growth
organisations.
customer data as it absorbed “There is a clear trend among growing companies to actively collect CX data
UBM merger using a wide variety of tools such as surveys, usability testing, focus groups and
real-time analytics,” said Jessica Ekholm, research vice-president at Gartner.
Case study: How Trainline “This is what we call the outside-in approach – the idea that customer value
keeps customers satisfied creation, customer orientation and CX will drive long-term business success.”
Customer experience
While the most popular method to collect customer metrics is through surveys,
software can help companies such data only provides product managers with a baseline understanding of the
weather the Covid-19 storm customer experience, Gartner warned.
The analyst firm said consumers were increasingly experiencing “survey

fatigue”, with research showing declining response rates for each subsequent
survey a customer receives. Further, survey responses are often written in
haste or provide ambiguous information, lowering the quality of the data
collected. Surveys are also unable to surface real-time information.
“Despite their widespread use, customer surveys have some flaws that limit
their ability to collect quality CX data,” said Ekholm. “Recognising this, growth
companies are beginning to use near-time or real-time analytics to complement
or build upon the data collected from surveys.”
Page 21 of 23
E-guide
“Customer surveys have some flaws that limit their ability to collect quality customer
In this e-guide experience data. Recognising this, growth companies are beginning to use near-time or
real-time analytics to complement or build upon the data collected from surveys”
Jessica Ekholm, Gartner
UBM merger
Gartner found that 43% of product managers in the companies that
demonstrated growth in 2018 to 2019 used real-time data and sentiment
Case study: How Trainline analysis to help them accelerate and deepen insights on customer experience.
keeps customers satisfied Just 22% of product managers in companies not experiencing growth used real-
time analytics to improve their understanding of customers.
Customer experience
software can help companies Gartner said artificial intelligence technologies could help organisations gather
weather the Covid-19 storm real-time data about customers’ current issues and experiences. This data could
then be used to predict a customer’s next move, proactively recommending
Gartner: Top-performing features, solutions or actions that improve the customer journey.
“Companies that leverage AI and near-time and real-time analytics applications
to collect customer data will stand out as CX leaders in the next five to 10
years,” said Ekholm.
However, using AI to improve customer experience can be challenging,

according to Gartner senior director analyst Brian Manusama.
In a recent Computer Weekly article, Manusama wrote: “While some

advantages of AI adoption, such as revenue increases or time savings, are well-
Page 22 of 23
E-guide
defined values, notions such as customer experience are difficult to quantify or

In this e-guide define with precision.
How Informa Markets cohered “Any success of AI can only be determined by taking both tangible and
customer data as it absorbed intangible benefits into consideration. By 2024, 50% of AI investments will be
UBM merger quantified and linked to specific key performance indicators to measure return
on investment.”
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E-guide

CRM enters maturity

Customer experience CX – customer experience – could be seen as the new CRM,

The Trainline, which has figured more than once in Computer

up to £340m per year – at least in an age to come when they are

Brian McKenna, Business Applications Editor, Computer Weekly

Louis Engelbrecht, vice-president of technology strategy and architecture at

One of those technologies is provided by Collibra, a data quality and

In this e-guide A complex web of data

“To understand our customers, we need to speak the

Louis Engelbrecht, Informa Markets

UBM had already investigated Collibra as a platform through which to manage

The in-house team is composed of data architects and engineers, with a

From a more business intelligence, front-end perspective, Informa Markets

of enabling it to adapt appropriately on an enterprise-wide basis rather than

Customer experience CX maturity is at base camp

This study indicates that, according to most of the organisations questioned

In this e-guide CX: the difference between success and

2026. This situation translated into a focus on simplification and automation,

In this e-guide Much more flexibility

organisations found that nearly 80% of growth organisations use customer

The analyst firm said consumers were increasingly experiencing “survey

However, using AI to improve customer experience can be challenging,

In a recent Computer Weekly article, Manusama wrote: “While some

defined values, notions such as customer experience are difficult to quantify or

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