Giant Eagle, EVP and CIO: We Monitor Customer Preferences Across Different Avenues

Kirk Ball, EVP and Chief Information Officer, Giant Eagle, speaks with David Hammond, Senior Account Executive, Parallel Technologies, about identifying technology needs and the need for leveraging data from customer interactions to optimize business.

Ball says the approach to identifying technology needs starts with the focus on being customer-obsessed. It's the organization’s responsibility to have the capability to interact with customers anytime, wherever and whatever they want. The primary job is to ensure product availability and safety, and to provide real-time information.

He then explains that Giant Eagle also watches its competition and relies on third parties to understand technologies and find opportunities to influence customer experience.

When asked how organizations can leverage technology to gather customer insights, Ball says it is essential to maintain the integrity of the customer relationship. There must be good data privacy and management practices while closely tracking and paying close attention to their experience and behavior.

Speaking further on behavior, he says that tracking buying patterns helps the business provide more relevant offers that match customers’ tastes and preferences as they interact digitally or in-store. Giant Eagle monitors or determines their preferences across multiple different avenues.

Data is collected and reviewed regularly.

In conclusion, Ball mentions that listening to team members is essential because they interact with the customer base.