As CMO of recipe box delivery service Gousto, Tom Wallis has been working with data for the past eight years. During that period he's learnt that, rather than throwing the brand at the mercy of algorithms, data should be used as a tool to improve the customer experience.
The first of Wallis’ five key areas for successful data usage is to have your data house in order: “Your data needs to be trusted and accurate, in the sense that everyone who uses it knows that it’s reliable,” he says. The key is to make data accessible to everyone within the organisation who needs it and can learn from it.
Next up, be relevant and personalised: “One of the things that’s changed for us is moving from a pattern of ‘I want more sales’ to wanting to create a delightful customer experience,” Wallis explains. Even with digital, you still want interactions with your customers. Those little touches can build a real connection.