NRF 2024 Presentation Kayla Broussard, Kyndryl Ana Carolina Rosa, GPA

2. Drive enhanced
customer
experiences with
the power of data
Kayla Broussard
US CTO, Retail and Travel
Kyndryl
Ana Carolina Rosa
Director, Strategy & Customer
Experience
GPA
Session sponsored by:

3. Data is the Foundation of the Customer Experience
Customer Promise Journey Measurement Evaluation Improvement
Understand your
target
market/audience
and create
buyer
segmentation
Define what
customers can
expect from you,
what distinctive
advantages and
experiences
you promise
Create a clear
roadmap of
your customer
journey
including all
physical and
digital
touchpoints
along the way
Determine the
approach,
frequency of
Customer
Experience
measurement
and specify the
metrics to be
utilized
Establish the
way you will
evaluate
customer
feedback and
the steps to
address and
improve your
pain points
Devise a
strategy to
improve the
Customer
Experience
through
appropriate
corrective
actions

4. Connected Experiences Driven by Data
Digital Data Sources
Purchase / Order History
Browsing History
Social Listening
Virtual Assistant
E-commerce Interactions
Browsing & Cart Dynamics
Physical Data Sources
Customer Check-In
Empowered Associates
Item Scanning
Store Order History
Dynamic Digital Signage
In-Store Sensors
Harmonized
Experiences

5. Ana Carolina Rosa
Director of Strategy & CX

7. Customer & Promise
Data Insights Drive Customer Transactions
 Data-driven marketing communications
 Highly personalized offers and discounts
Provide Meaningful Experiences
 Give customers something that matters to them
 Align it to your brand’s values

8. Journey & Measurement
Reward Your Customers
 Use loyalty programs to influence and enhance the journey
 Offer benefits beyond deeper discounts
Data Tells the True Story
 Surveys help identify friction points
 Use customer insights to prioritize improvement

9. Evaluation & Improvement
Feedback Dictates the Change Methodology
 Evaluating all customer data can uncover true loyalty influences
 Understanding customer issues directs change efforts
Align with the Customer
 A data-driven culture serves as a pillar for change
 New policies and procedures all shaped by insights

10. Visit us at Booth #744
• Interactive Retail Simulations
• Hands-on Electronic Shelf Label
Demo
• GenAI Governance Solution
Thank You!