July 22, 2021 | Datavana
Impact of Alignment on Customer Experience with Chris O’Hara, VP of Product Marketing at Salesforce
"When we think about this customer data platform market, we think about the need for data unification." In this episode of our Talk Data To Me podcast, Chris O'Hara (VP of Global Product Marketing at Salesforce) and host Russell Artzt discuss the intricacies of Customer Data Platforms (CDPs) and their potential for capturing and unifying data across platforms to uncover customer intent.
"We're so used to personalization that 70% of customers will go to another company who can deliver the right service." With customers reverting to competitors who provide more relatable journeys, it is vital the companies take full advantage of all the resources at their disposal. In order for companies to obtain a 360-degree customer view, important data sets held across systems such as; device, behavioral and contextual data must be unified. By uniting these data sets and developing a stronger understanding of the customer, you are better able to address their needs and activate a more personalized experience.
In order to utilize CDPs, high quality data orchestration platforms, like RingLead are necessary to ensure high quality data standards across the board. The cleaner, and more actionable the data you have at your disposal leads to improved effectiveness and efficiency of teams with better ROI results. "Every single line of business gets better with cleaner, better data".
Russell and Chris also discuss, cross-company data ecosystems, machine learning, and customer privacy and trust.
Chris O'Hara Bio
Chris is global product marketing leader for Salesforce Data & Identity products: Audience Studio (DMP), Data Studio, Advertising Studio, Social Studio, Customer 360 Audiences (CDP). Previously held the positions of Head of Marketer Sales and Head of Global Data Strategy at Krux, which was acquired by Salesforce (CRM) in November of 2016.
Russell Artzt Bio
As Executive Chairman and Head of R&D at Ringlead,his mission is to lead a process of innovation that empower businesses to transform themselves. It's a challenging role, but he comes with significant experience. Russell led comparable product development efforts as Co-Founder and Head of R&D of Computer Associates (CA) - the first billion-dollar software company, which was sold to Broadcom for $18.9 billion in 2018. At Ringlead, is goal is still to build a true enterprise software company. He is on the path to success in this regard, adding Fortune 500 clients like Adobe, Astra Zeneca, CBS. GE, Moody's, NYSE and Toyota, to RingLead’s more than 700 customers.
- 360-degree customer view: One of the fundamental challenges that most companies face is having important data on the customer stored across different data silos. "They don't share data easily. They have very interesting data about the customer inside them, but someone's persona, call center persona, has important data and as does their marketing persona, but you can't really get that 360 unless you join those together" - Chris O'Hara.
- The Customer Experience: According to Chris, the average company has over 900 applications and 35 systems that contribute towards the customer experience. This is the main driving force for the need of data unification. "We're so used to the personalization that 70% of customers will go to another company who can deliver the right service."
- High Quality Data: Through utilization of RingLead’s data orchestration functionality, unified data that has been thoroughly cleansed, deduped, standardized and normalized greatly benefits all levels and departments of the business. "Obviously, Salesforce needs RingLead because our customers depend on things like scoring and routing and data quality."
- CDP Market and Enrichment: The average company chooses the CDP determined by their single source of truth, their CRM, which requires further enrichment for data validation and qualification to avoid observational blindness. "You only know what you know about your customers, you need data enrichment. You need people to validate and qualify that data to make it useful." - Chris O'Hara.
- Machine Learning and Automation: RingLead is currently in the process implementing machine learning and automation of its routing features in order to accurately assign leads to the most relevant Sales members. "We're using machine learning to make our data management stronger, to make our routing stronger. The key here is to automate to make it easy for customers." - Russell Artzt