“Data helps us to know our customers better than their best friends do,” says Emma Gray, Chief Data Officer at ANZ.
Gray, who joined ANZ in 2017 believes data can make a brand “sticky”.
She adds: “Data reveals our customer’s hopes, their plans and dreams. By harnessing these insights, we can offer them the right products at the right time, building brand loyalty and creating an experience that customers truly value.”
In her role at ANZ, Gray is focused on leveraging data for better customer and shareholder outcomes and she says the true value of data lies in its specificity.
“Each of our customers, regardless of industry, considers themselves unique. To meet their expectations in terms of service, how we talk to our customers and what we talk to them about, we have to move from audience segmentation to an audience of one,” she says.
And data is the key to the customer insights needed to create that audience of one. But to fully realise the potential of data, organisational culture is vitally important.
This involves creating meaningful programs within the business and ethics are crucial.
Gray says: “When it comes to data I believe that we need to use it in a way that stands up to scrutiny. We must create an ethical compass to guide what data we collect and how we use it but one that still allows us to be responsive and nimble to market changes and customer demands.”