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What We Learned At The 7th Annual CEM Africa Summit

August 31, 2018 at 9:53 AM

When we initially committed to being sponsors and exhibitors at the CEM Africa Summit, our team was very excited. Not only would we have a space on the floor that would give us the opportunity to meet and connect with attendees, but we’d also have the chance of exploring the sessions at this prestigious summit ourselves.

The conference took place on the 1st and 2nd of August at the Cape Town International Convention Centre, and boasted attendees from across Africa. With 500 attendees from 150 companies spanning across many industries, it was a great learning opportunity.

The main highlights from the conference sessions

The summit was structured into four main sessions:

  1. Driving Customer Emotions
  2. Calculating Experiences
  3. Extracting Value from Data
  4. Outside-In CX

Each session included keynotes from great speakers, panel discussions and workshop sessions focussed on the session’s theme. Our two favourite keynotes were:

How AI Will Let Us Be Marketers Again: Keynote by Tim Oakhill – IBM Worldwide Watson Marketing Strategist & SME

Tim Oakhill spoke about how AI-powered marketing is smarter marketing. With marketers inundated with too much data and having to meet rising customer expectations, he believes marketers are being asked to land on the moon!

“Turning streams of data that currently inundate marketers into business insights has become a necessity to win, serve, and retain customers.” – Jim Nail, Tina Moffett, Forrester Research

Marketers can create better experiences and work smarter with AI-powered marketing. By giving marketers access to data-insights like the best performing customer journey and customer churn predictions, they can free up time spent trying to reach these conclusions without AI. This will allow marketers to be more strategic and more creative.

The Role Of Data In Bringing CX To Life: Keynote by Mumbi Odame – Barclays Africa VP Digital Channels

Mumbi Odame spoke about how managing customer experience requires the whole company’s input, and a good understanding of your customers & each of their ecosystems. She covered the difficulties faced with collecting and utilising customer experience data and covered a high-level process for using data insights in your CX strategy. The key take-away was to start with your business objective, determine what data you’d need to satisfy your objective, and go about collecting this data. Once you have the data, apply advanced analytics and implement any findings from your analysis in your decision making.

She also covered measuring the financial impact of the customer experience, before and after implementing any data-driven decisions to have a clear view of the impact of changes. And for data analytics to be successfully adopted, you need to create a culture of curiosity in your organisation.

What did we do at the conference?

Well, apart from attending the sessions and learning from great industry minds, we had an exhibition stand at the conference, where we connected with attendees and spoke about our customer engagement technology. Read more on the customer engagement solution we spoke about at the summit here.

If there’s any conference or summit you’d like to see us at, let us know by commenting below!

using data analytics for customer engagement

Perry de Jager
Perry de Jager
Perry has been involved in Collections and Recoveries for the past 22 years, spending time in different market segments ranging from law firms to investment companies. At Principa, Perry has worked on extended projects within both South Africa and the Middle East with some of the largest financial organisation, providing on-site consulting within the collections and recoveries space covering strategy, process, people and technology.

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