CX leadership have long-been aware of the power of data to provide knowledge and direction for their business. Interrogated in the right way, data can allow you to be more responsive to customer needs and provide better direction for commercial strategies. As companies look to maximise the impact of all customer interactions and touchpoints, getting better at understanding what data is potentially available to use, what insight can this provide, and how to apply these learnings in a practical sense is critical.

As a business, Formula E have multiple customer groups, many of whom rely on the data Formula E can provide to demonstrate continued value for the business relationship, meaning data has a uniquely important place within the Formula E customer model. As Vice President of Business Intelligence at Formula E, Matt Roberts is at the centre of both driving data capture across all areas of customer interaction (digital / social, broadcast, in person), and using this to inform business and CX-based decisions. In this expert one-on-one interview, Matt will discuss how data is critical to the Formula E decision-making processes and give insight into the way data, CX and marketing teams can work together to drive better customer outcomes and business growth.