The Data Innovation Summit in Stockholm is the biggest Nordic event for data and AI enthusiasts. And what a blast it was this year with over 3300 participants. Wonderful speakers, like Cassie Kozyrkov, on 9 different stages covering all aspects of data and AI utilisation from Data Science and Advanced Analytics to Modern Data Platforms.
I had the privilege to present with Joonatan Henriksson on the Business and Data Analytics stage of what we have done at Elisa. We talked about the Three Steps to a Unified Digital Identity: Highway to improve customer data quality. It was great to be able to share what we have learned so far with Elisa ID and ECC teams (Elisa Capabilities for Common Identity and Experience), Elisians, and tech vendors taking part in this journey.
Our presentation started with the Gartners research result stating that “Through 2025, 50% of large organizations will have failed to unify engagement channels, resulting in siloed CX.” I bumped into this when I started at Elisa 1,5 years ago, thanks to Sami Kallinen, and thought: well, we do not want to be in the half that fails. There had been brilliant work done already with data and customer experience, but I soon realised that the login solution wasn’t as good as it should. There were silos between B2B and B2C, technical depth, and also the plan for concrete actions was missing. In our speech, the first step was about the need to Face your challenges.
The second step was about Doing your homework with the tech stack. We explained about the extensive amount of stakeholder and key person interviews we did for the current state analysis and for requirements capture, about the roadmap work, tech stack evaluation and the changes we did with it, and validation. High-level concepts and understanding of people proved to be crucial in the process.
The third step was about Creating business and customer value. We went through business and customer goals as the base for funding this type of enablement work. The description of a segment of one is quite often an eye-opener because a better customer experience depends on what type of data we have from multiple sources, how easy it is to combine, has the identity been verified and so on. From the customer’s point of view, the target is to remove hurdles with the login and to offer them a seamless experience and time to do other things, like baking a cake as I said in the presentation. (I’m not into baking as you might guess if you know me, but we had a picture of a cute girl baking with his dad.)
Some people came to talk with us after the presentation, some later in the evening and the next day just saying that they had enjoyed the presentation which was super nice. I feel like the whole data community is always very friendly at the Data Innovation Summit, and that’s because of Goran Cvetanovski and Saranda Arifi and the whole Hyperight team being always very welcoming and having a personal touch to everything. Truly a remarkable team effort again from all.
I enjoyed a lot seeing friends and acquaintances on stage as well, wonderful ladies Iiris Lahti and Dacil Hernandez hosting stages, and brilliant speeches from for example Hugo Gävert, Olof Granberg, Kristiina Juurmaa and Meeri Haataja. I also appreciated a lot the presentation from Oda by Nina Walberg and Maria Norgaard, if you have a possibility to see them on stage at some point, it’s worthwhile.
Now back to the keynote speaker Cassie Kozyrkov and what she so elegantly said in her speech about The Secret to AI Innovation: “The AI revolution has already happened, what we see now is the UX design revolution”. We are moving from the paradigm of Automated Instruction (AI) to Augmented Individuals (AI). The new tools help to increase the productivity of individuals, and we need all the productivity to solve all the problems in the world, Kozyrkov summed it up. This is very inspiring for all of us, isn’t it?
Photo by Ariana Aliti
Small experiments and inspiration 