Advocating a customer-first approach, Supreet Kaur, AVP at Morgan Stanley anticipates a significant shift in required skill sets within data teams to include product development capabilities.
“I use data to point me towards facts and my past experiences along with customer interactions to help me create the right solutions for the customers at the right time. I don’t think any of these things can work in silos, it’s always a combination of these that produces magical results,” says Supreet Kaur, AVP at Morgan Stanley.
She anticipates a significant shift in required skill sets within data teams to include product development capabilities.
“As technology becomes more accessible, there will be a greater push towards developing solutions that are tightly integrated with business strategies and accessible to everyone in the company,” she adds. These advanced data products will enhance customer experience and engagement by providing personalised insights and real-time solutions.
Supreet’s career has been dedicated to harnessing data and AI to drive innovation and solve businesses’ most critical problems. In 2020, she joined ZS Associates, where she developed data products and solutions to assist with their launch strategies. In both roles, she acted as an AI evangelist, educating CXOs about the impact of data and AI within the organisation.
After a successful stint in the healthcare industry, Supreet switched to Morgan Stanley. There, she manages existing AI products and develops data-driven use cases to solve customers’ pain points and reduce operational inefficiencies. A notable achievement at Morgan Stanley was developing a data-driven strategy to measure the efficacy of any AI engine, for which they recently received a patent.
Talking to CXM Today, Supreet discusses her customer-first philosophy and about the advancements in data analytics.
Excerpts from the interview:
What is your approach to developing and implementing data strategies that support customer engagement and product development?
I advocate a ‘customer-first’ philosophy, where the focus is on understanding and addressing the pain points dictated by the business, rather than enforcing product ideas to them. Once the use cases have been identified, then source the right data and collaborate with subject matter experts to understand it so that I can design effective solutions.
What data streams have you explored to gain unique insights into customer behaviour?
I have either used synthetic data generation techniques to test solutions or sourced data from external vendors, despite the higher costs. These approaches provide deeper insights into customer behaviour that enable more targeted and effective engagement strategies.
How do you navigate the balance between the art and science of data-driven decision-making?
I use data to point me towards facts and my past experiences along with customer interactions to help me create the right solutions for the customers at the right time. I don’t think any of these things can work in silos, its always a combination of these that produces magical results.
What advancements do you foresee in data analytics to help gather deeper behaviour insights?
I think data analysis will evolve, it will no more be about creating large spreadsheets or charts, it will be about creating data products with an intuitive UI, so that all business stakeholders can interact with it, and have an almost human-like interaction.
Also Read: Effective Customer Engagement Is Business Critical Amid Economic Uncertainty
How should brands address ethical considerations when implementing data science and AI solutions for customer engagement?
Working in highly regulated industries has underscored the importance of rigorous fairness and bias testing, along with robust legal consultations. These practices may slow product launches but are crucial for building trust and ensuring compliance, and safeguard both the company and its customers.
How do you envision data science and AI reshaping the customer engagement landscape?
Looking five years ahead, I anticipate a significant shift in required skill sets within data teams to include product development capabilities. As technology becomes more accessible, there will be a greater push towards developing solutions that are tightly integrated with business strategies and accessible to everyone in the company.
Microsoft Dynamics 365 represents a robust cloud-based CRM solution with features such as pipeline assessment, relationship analytics, and conversational intelligence. It utilises AI-powered insights to provide actionable intelligence via predictive analytics, lead scoring, sentiment analysis, etc. Currently, Microsoft operates in 190 countries and is made up of more than 220,000 employees worldwide.
HubSpot is an inbound marketing, sales, and customer service software provider, offering robust CRM and automation solutions. Some of its products include Marketing Hub, Sales Hub, Operations Hub, Content Hub, Commerce Hub, Marketing Analytics and Dashboard Software. Guided by its inbound methodology, HubSpot enables companies to prioritise innovation and customer success.
Monday.com is a project management software company, offering a cloud-based platform that enables businesses 
Headquartered in San Mateo, California, Freshworks is a global AI-powered business software provider. Its tech stack includes a scalable and comprehensive suite for IT, customer support, sales, and marketing teams, ensuring value for immediate business impact. Its product portfolio includes Customer Service Suite, Freshdesk, Freshchat, Freshcaller, Freshsuccess, and Freshservice. Freshservice for Business Teams has helped several global organisations to enhance their operational efficiency.
Talkdesk offers an innovative AI-powered customer-centric tech stack to its global partners. The company provides generative AI integrations, delivering industry-specific solutions to its customers. Talkdesk CX Cloud and Industry Experience Clouds utilise modern machine learning and language models to enhance contact centre efficiency and client satisfaction.
The company offers comprehensive cloud-based solutions, such as Microsoft Dynamics 365, Gaming Consoles, Microsoft Advertising, Copilot, among other things, to help organisations offer enhanced CX and ROI. Its generative-AI-powered speech and voice recognition solutions,such as Cortana and Azure Speech Services empowers developers to build intelligent applications.
IBM is a global hybrid cloud and AI-powered 
Uniphore is an enterprise-class, AI-native company that was incubated in 2008. Its enterprise-class multimodal AI and data platform unifies all elements of voice, video, text and data by leveraging Generative AI, Knowledge AI, Emotion AI and workflow automation. Some of its products include U-Self Serve, U-Assist, U-Capture, and U-Analyze. Its Q for Sale is a conversational intelligence software that guides revenue teams with AI-powered insights, offering clarity on how to effectively keep prospects engaged.
Google Cloud accelerates every organisation’s ability to digitally transform its business. Its enterprise-grade solutions leverage modern technology to solve the most criticial business problems 
8×8 offers out-of-the-box contact centre solutions, assisting all-size businesses to efficiently meet customer needs and preferences. It offers custom CRM integrations support and integrates effortlessly with third-party CRMs like Salesforce, Microsoft Dynamics, Zendesk, and more. Offering global support in all time zones & development teams in 5 continents, its patented geo-routing solution ensures consistent voice quality.
Sprinklr is a comprehensive enterprise software company for all customer-focused functions. With advanced AI, Sprinklr’s unified customer experience management (Unified-CXM) platform lets organisations offer human experiences to every customer, every time, across any modern channel.
Upland offers a comprehensive suite of contact centre and customer service solutions with products including InGenius, Panviva, Rant & Rave, and RightAnswers. InGenius enables organisations to connect their existing phone system with CRM, further enhancing agent productivity. Panviva provides compliant and omnichannel capabilities for highly regulated industries. Whereas, Rant & Rave, and RightAnswers are its AI-powered solutions, 
Zoho Social, a part of Zoho’s suite of 50+ products, is a comprehensive social media management platform for businesses and agencies. The Zoho Social dashboard includes a robust set of features, such as Publishing Calendar, Bulk Scheduler, and Approval Management to offer businesses all the essential social media publishing tools. Its monitoring tools help enterprises track and respond to relevant social conversations.
Hootsuite, headquartered in Vancouver, is a social media management platform that streamlines the process of managing multiple social media accounts. Some of its core offerings include social media content planning and publishing, audience engagement tools, analytics and social advertising. Its easy-to-integrate capabilities help marketing teams to schedule and publish social media posts efficiently.
Brandwatch enables businesses to build and scale the optimal strategy for their clients with intuitive, use-case-focused tools that are easy and quick to master. Bringing together consumer intelligence and social media management, the company helps its users react to the trends that matter, collaborate on data-driven content, shield the brand from threats and manage all the social media channels at scale.
Zoho Corporation offers innovative and tailored software to help leaders grow their business. Zoho’s 55+ products aid sales and marketing, support and collaboration, finance, and recruitment requirements. Its customer analytics capabilities come with a conversational feature, Ask Zia. It enables users to ask questions and get insights in the form of reports and widgets in real-time.
Salesforce-owned Tableau is an AI-powered analytics and business intelligence platform, offering the breadth and depth of capabilities that serve the requirements of global enterprises in a seamless, integrated experience. Marketers can utilise generative AI models, AI-powered predictions, natural language querying, and recommendationsons.
Fullstory is a behavioural data platform, helping C-suite leaders make informed decisions by injecting digital behavioural data into its analytics stack. Its patented technology uncovers the power of quality behavioural data at scale, transforming every digital visit into actionable insights. Enterprises can increase funnel conversion and identify their highest-value customers effortlessly.
Contentsquare is a cloud-based digital experience analytics platform, helping brands track billions of digital interactions, and turn those digital 
Amplitude is a product analytics platform, enabling businesses to track visitors with the help of collaborative analytics. The platform leverages the capabilities of 
Adobe Experience Cloud offers a comprehensive set of applications, capabilities, and services specifically designed to address day-to-day requirement for personalised customer experiences at scale. Its platform helps play an essential role in managing different digital content or assets to improve customer happiness. Its easy-to-optimise content gives users appropriate marketing streams, ensuring product awareness.
Started in 2005 in a Sweden-based small town, Norrköping, Voyado offers a customer experience cloud platform that includes a customer loyalty management system. This platform helps businesses design and implement customer loyalty programs, track customer 
TapMango provides a comprehensive, customisable, flexible and feature-rich customer loyalty program. The loyalty tools include an integrated suite of customised consumer-facing technology, easy-to-use merchant tools, and automation algorithms, all aimed at enhancing customer experience. Adaptable to any industry, TapMango’s platform helps merchants compete with larger chains, converting customer one-time purchases into profitable spending habits.
Adobe Experience Cloud offers a comprehensive set of applications, capabilities, and services specifically designed to address day-to-day requirements for personalised customer experiences at scale. Its innovative platform has played an essential role in managing different digital content or assets, to improve customer happiness or satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage.
