Summary of the Video Transcription

Customer 360 and Unified Data on AWS

Key Takeaways:

1. Customer 360 and Identity Resolution

   • Customer 360 provides a unified view of customer data across an organization to enhance customer experience, improve advertising campaigns, and increase operational efficiency.
   • Identity resolution is a critical component of building a successful Customer 360, as it enables the consolidation of customer data from multiple sources into a single, accurate customer profile.

2. Challenges in Achieving Customer 360

   • Fragmented and siloed customer data across multiple systems and applications.
   • Consent requirements and data privacy laws add complexity to data consolidation efforts.
   • Difficulty in consolidating disparate data sources and types to create a comprehensive customer view.

3. AWS Services for Customer 360

   • AWS offers a suite of services, including Amazon Connect, AWS Customer Profiles, and AWS Entity Resolution, to help organizations build a unified customer data layer and enable personalized customer experiences.
   • These services leverage machine learning and AI technologies to streamline data consolidation, identity resolution, and customer data enrichment.

4. United Airlines' Experience

   • United Airlines is a digital-first airline, with over 90% of customer interactions happening through digital channels.
   • United faced challenges in consolidating customer data from various sources (e.g., loyalty program, agency bookings, name changes) into a unified customer profile.
   • By partnering with AWS and leveraging its entity resolution and customer profile services, United was able to:
     • Achieve a 35% reduction in customer data duplicates.
     • Increase their Net Promoter Score by 15% through improved customer experience.
     • Consolidate their infrastructure and reduce costs.

5. Next Steps: Personalized Omni-Channel Experiences

   • United is leveraging the unified customer profiles to deliver personalized, omni-channel experiences, such as:
     • Providing "pick up where you left off" functionality for trip planning.
     • Delivering tailored marketing and promotional content.
     • Enhancing the day-of-travel experience with proactive notifications and information.
   • The goal is to achieve 100% digital adoption and provide highly personalized experiences for each customer based on a deep understanding of their preferences and behaviors.