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AM Digital Dealer Conference: how can you use data to improve the customer experience?

Martin Shave

Data paves the way for an enhanced customer experience if mined and applied effectively, Martin Shave, technical solutions manager at Microsoft Dynamics will tell delegates at AM’s Digital Dealer conference.

Taking place on September 6 at Whittlebury Hall Hotel, near Silverstone, Northamptonshire, this year’s event promises another full line up of digital expertise.

Shave will highlight the essential insights and intelligence which data provides to enable businesses to deliver a seamless experience online and in-store.

He said: “Developing a successful customer experience strategy is complex. Consumers demand immediate responses and are impatient with companies which continually demand their details – they want to input information once and expect it to be on hand whether they are visiting a store online or in person. They want a highly tailored seamless experience and the only way to achieve that is by utilising the data gathered at every touch point.

“ Not only does this data build up individual profiles of customers and would-be buyers, but when analysed provides detailed information about the business identifying strong points, areas which need attention and vital insights into customer behaviour and buying patterns which can be used to further develop the business.

“As customer service is becoming the key differentiator, the most successful businesses will be those which use every facet of their data. It includes ensuring the correct information is in the hands of the right employees who can act on it.”

The challenge is cutting through the amount of data produced - it is estimated that by 2020 there will be 1.7 megabytes of data produced for every person, every second.

He added: “The sheer volume of data is a minefield in itself and the information which can be gleaned is simply too overwhelming for the human brain to comprehend. We often find businesses have the information they need to up their game at their fingertips, but with no way to decipher, interpret and apply what the data is telling them, what would be valuable insights become huge gaps in their knowledge.”

Shave will debunk some of the myths surrounding data such as information overload as a drain on business resources and show how data can change a company’s fortunes.

“If not managed properly data can muddy the waters as much as it can provide valuable insight,” said Shave. “Interpreting the information correctly and delving deeper to understand what can at first appear to be contradictory insights is becoming increasingly complex. More and more companies are now employing data scientists whilst others are moving to a self-service model whereby relevant data is made available to the appropriate people depending on the job in hand.”

Conference website 


Tickets are available to dealers and manufacturers, with a limited number of supplier tickets on sale. To book, please contact Nicola Baxter on 01733 468289, email  or visit  


Whittlebury Hall Hotel, near Silverstone, Northamptonshire NN12 8QH

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