VIDEO | Artefact Managing Partner: Companies Need a Customer-Infused Product Culture

(US and Canada) Ghadi Hobeika, Managing Partner at Artefact, speaks with Kellie De Leon, Senior Director of Marketing for Treasure Data, in a video interview about the importance of customer centricity in building products, data’s role in driving customer experience, and the adoption of AI and ML.

Sharing his experiences as a consultant and an industry professional, Hobeika says that many companies try to rely on a highly product-centric approach. But, as the market gets tougher, they realize the need for customer-centricity and start investing in that area. He adds that companies must listen to, understand, and take customer feedback. They must also consider future trends, needs and wants, and infuse them into the product roadmap. In short, they need a customer-infused product culture.

When asked how data enables a brand to be customer-centric, Hobeika explains that data has been used for decades by companies to inform product and innovation. However, the complexity, variety, freshness, and volume of the data they must collect and analyze to craft customer-centric strategies have changed. He says it is not about who uses data and who doesn't, but who uses it best in the current context, at scale, with automation and sophistication, and consistently across channels. This is where customer data platforms (CDPs) act as a good tool, Hobeika notes.

Sharing his views on the role of artificial intelligence and machine learning in enabling brands to decipher and activate their data, Hobeika points out that the technologies or methodologies come in handy in two cases:

It's a necessity, and companies can't deal without them in today's world, especially for large and complex organizations.

AI and ML allow looking at things in ways that were impossible before, such as predictive analytics, scenario modeling, hypothesis building, and automation at scale and with complexity.

In conclusion, Hobeika states that organizations using artificial intelligence at scale will grow, and AI and ML adoption and deployment in companies and organizations will never stop.

CDO Magazine thanks Ghadi Hobeika for sharing his insights and data success stories with our global community.

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