Digitalize your Customer's Journey with Cross-Channel Data Integration

Andrej Guštin and Igor Smirnov

Workshop is sponsored by

CREA pro
Igor Smirnov

Workshop Description

Many companies in diverse industries are struggling to design perfect cross-channel experiences for their customers – solutions that incorporate the advantages of digital technology to provide their customers with invaluable personalized, up-to-date and on-time service.

Improving customer experience is a key priority for enterprises today – and numerous competitors have already adjusted their customers’ journeys to capture big data information, IoT signals and other insights obtained from journey touch points. But to improve the customer experience, you must have the ability to measure it. By effectively analysing these types of insights, you can offer innovative online and off-line solutions to provide your own customers with an exciting offer of new products and services that are accessible 24/7.

This workshop takes us through an example of one such journey from customer and company NEEDS to customer VALUE and EXPERIENCE. We investigate important DECISIONS in the processes that serve to build customer value on the one hand, while measuring companies’ required KPIs to create a 360-degree view of the customers who buy their products and services, on the other. As an example, we measure the performance of marketing activities (in the context of the entire cross-channel customer decision journey) to encourage “next-best-offer” conversion. Customer Experience KPIs focus on improvement in terms of quality, efficiency and customer equity.

Speaker Bio:

Andrej Guštin 

Senior Consultant, President, CREA pro & Chapter Vice President, IIBA Slovenia

Andrej Guštin has more than 15 years’ experience in large-scale project management, business process management, consulting, training, functional design, touch points design, development and deployment, Information Technology and portal implementation. He has successfully led many business process, functional and technical projects in a variety of industries and companies. Andrej has contributed his expertise at many BA conferences, including BBC (Orlando), BA Summit (Johannesburg, Cape Town), BA Conference Europe (London) and BBA (Belgrade, Sofia, Bucharest).

Andrej Guštin has been a Vice President of IIBA CHAPTER SLOVENIA since 2009. He holds a Master of Science Degree and a Certificate in Business Analysis. In his spare time, Andrej enjoys cycling, cross-country skiing and diving.

Igor Smirnov

CEO Netica d.o.o and URBANapp Co-founder

Igor Smirnov has more than 20 years’ experience in implementing Business Intelligence (BI) projects, consulting, coaching and training activities in the fields of business analysis, data science and data analysis in telecommunications, retail, production and pharmaceuticals for global companies like Novartis, Toyota, Pliva, A1, Pernod Ricard among many others.

He is also an expert in customer focused solutions, particularly in big data analysis for the support of loyalty programs and customer insights with use of predictive analysis and machine learning. Igor’s passion is  understanding the power of data and releasing its potential in digital-driven companies and industry 4.0 initiatives.

Igor has been a member of the IIBA Chapter Slovenia Board since 2009.