Editorial
The Gist
-
Unified data first. A unified, AI-ready data layer is essential for personalized, scalable CX. Without it, AI and analytics fall flat.
-
Collaboration over silos. Cross-functional access to actionable data drives real operational excellence.
-
AI with intent. AI and automation can deliver real gains, but only when rooted in high-quality data and accountable governance.
I still recall when I was a part of the core pilot team that launched the international IP ad:tech event in New Delhi, India. This was more than a decade ago. The hot topic was big data and operational excellence, which remained the focus of the Fireside Chat and panel through the following year.
Through my leadership journey and through participation in multiple boardrooms, I’ve seen that the conversation around CX and operational excellence is no longer theoretical. It’s a hard-edged, data-driven imperative. I am confident that senior executives are acutely aware that the organizations that win are those whose data leaders can translate fragmented information into actionable intelligence. This will drive both customer delight and operational superiority.
Here are the three most critical ways in which data leaders are shaping the future. These are grounded in recent research and global practice, and they include a candid view on what’s working and what’s not.
Everything boils down to the customer journey.
Table of Contents
- Unified, AI-Ready Data Is the Bedrock of Modern CX
- Operational Excellence Demands Data-Driven, Cross-Functional Collaboration
- AI-Driven Decisioning and Automation: The New Standard for Proactive Engagement
- Why CX Transformation Demands Bold Data Leadership
Unified, AI-Ready Data Is the Bedrock of Modern CX
The promise of personalized, seamless CX is only as strong as the data foundation beneath it. Yet, despite years of investment, only 14% of organizations globally have achieved a true 360-degree view of the customer, according to Gartner. The rest remain mired in silos, outdated tech and inconsistent insights. This directly undermines both customer experience and operational efficiency
Case in Point
Kroger, serving more than 23 million digitally-engaged households, processes roughly 500 billion “start my cart” recommendations annually. Their success is not just about scale. It relies on using automation and relevancy sciences to deliver hyper-personalized journeys, from email to checkout. According to Kroger’s chief data and technology officer, semantic search and predictive prompts (“Did you forget something?”) are only possible because of a unified, AI-ready data layer.
My Opinion
The industry’s obsession with “single customer view” is justified. Without it, AI and analytics are little more than buzzwords. Data leaders must ruthlessly prioritize data integration and quality or risk irrelevance as customer expectations outpace their capabilities.
Related Article: Customer Data Is a Strategy—Not a System Problem
Operational Excellence Demands Data-Driven, Cross-Functional Collaboration
Operational excellence is not a static achievement; it’s a culture of relentless improvement, powered by data and collaboration. Organizations that excel here don’t just optimize processes; they empower every employee with the insights needed to act, adapt and innovate.
Case in Point
Otis, the world’s largest elevator company, uses global IoT data and AI/ML to predict traffic patterns and pre-emptively address maintenance. But the real breakthrough is internal. Mechanics are treated as “internal customers” of the data team, and they receive real-time insights that speed repairs and maximize uptime. This approach not only improves passenger experience but also drives operational efficiency at scale.
My Opinion
Too many companies still treat data as the domain of IT or analytics teams. The future belongs to those who democratize data and embed it into the workflows of frontline employees, not just executives. Data leaders must break down silos and champion a culture where every function, from marketing to operations, is both a consumer and contributor of actionable intelligence.
Related Article: Silos Sink Your Customer Satisfaction. Here's What to Do
AI-Driven Decisioning and Automation: The New Standard for Proactive Engagement
AI is no longer a futuristic add-on; it’s the engine of real-time, proactive engagement and operational agility. Companies deploying AI-powered analytics and automation are seeing measurable gains. For instance, it was predicted almost five years ago that organizations using AI in CX report up to a 25% increase in customer satisfaction and significant reductions in operational costs. And a recent report found that 21% of respondents reporting generative AI use by their organizations say their organizations have fundamentally redesigned at least some workflows.
Case in Point
Toronto Dominion Bank (TD) recently launched a generative AI assistant for contact center staff, allowing faster, more accurate responses. Best Buy is rolling out AI tools that summarize conversations and recommend next steps in real time, which reduces repeat issues and improves both customer and agent experience. These are not isolated pilots; they are enterprise-wide shifts. They fundamentally change how organizations operate and serve.My Opinion
The hype around AI is justified, but only when it is grounded in trusted, high-quality data and robust governance. Data leaders must balance speed with responsibility. They must make sure that automation enhances rather than erodes customer trust and regulatory compliance.Related Article: A Practical Guide to AI Governance and Embedding Ethics in AI Solutions
Brand Use Cases in CX and Operational Excellence
This table highlights how leading organizations are leveraging data, AI and collaboration to transform customer experience and operations.
| Brand | Key Actions | Impact on CX and Operations |
|---|---|---|
| Kroger | Uses semantic search, predictive prompts and 500B+ automation-driven recommendations across channels | Delivers hyper-personalized customer journeys at scale, powered by unified AI-ready data |
| Otis | Employs IoT and AI/ML to optimize elevator traffic and preempt maintenance needs | Empowers field mechanics with real-time insights, enhancing uptime and passenger experience |
| Toronto Dominion Bank (TD) | Launched a generative AI assistant for contact center staff | Enables faster, more accurate customer responses and streamlines support workflows |
| Best Buy | Rolls out AI tools that summarize conversations and suggest next steps in real time | Improves agent efficiency and reduces customer repeat issues |
Why CX Transformation Demands Bold Data Leadership
As we look across industries and continents, one truth stands out. Data leadership is now synonymous with business leadership. The organizations that thrive are those whose data leaders are not just technologists, but change agents. They’re relentlessly focused on unifying data, empowering teams and deploying AI with both ambition and accountability.
Webinar
Sep
25
CMS Briefing: A Live Look at What’s Next in AI-Driven Platforms
Learn how leading organizations are using AI‑driven tools to publish faster, personalize smarter and stay secure.
Register
Webinar
Sep
25
Call Spoofing Trends Financial Institutions Can't Afford to Ignore
Don't let robocalls sabotage your customer relationships. Learn how to secure your voice channel.
Register
Webinar
On demand
Ready or Not: How Data-First Organizations Are Unlocking Agentforce Potential
Learn how to cut through the noise, activate Agentforce and build a Salesforce AI strategy that actually delivers.
Watch Now
Webinar
On demand
CX Reality Check: What Your Customers Are Really Thinking
Register now and get the insights you need to not just meet rising expectations, but exceed them.
Watch Now
Webinar
On demand
Content Leaders Collective: What a Good CCMS Actually Looks Like
Discover how content leaders transform clunky systems into growth engines — and why your competitors are ahead.
Watch Now
Webinar
On demand
From Hype to High-Impact CX Strategies That Actually Scale
Turn buzzworthy AI and outsourcing trends into measurable CX wins with fresh 2025 data.
Watch Now
The next wave of CX and operational excellence will be defined not by technology alone but by the courage of leaders to challenge silos, champion data ethics and put actionable intelligence in the hands of every employee. The question for senior executives is not whether to invest in data leadership, but whether they are willing to transform their culture to truly realize its promise.
The journey is lightyears far from over.
Learn how you can join our contributor community.
