Optimizing Customer Service and Marketing | Phil Irvine

We have a special guest today, Phil Irvine, the Vice President, Audience Intelligence at RPA. We’re going to be talking about how customer interactions and signals can fuel optimal marketing experiences and we wanted to get Phil on to see a more broad view of the customer experience, not always the service, but how marketing plays a role there. Marketing has evolved a lot over time where in the past it was less personal and a lot more over the top oftentimes, but today people are very aware of cheap marketing techniques and can always tell when you’re not being genuine.About Phil and his experience 1:25Relevant marketing 5:08Personalization 7:00Coaching people with the right tech stack 11:00CDP platforms 15:38Marking and customer service working in tandem 16:47“You wanna have your North star of what the optimal personalized segmentation experience will look like, but the thing that I like to preach and what I’ve personally pursued in roles that I’ve had is exhibiting small wins along the way to show that these investments are worth it because they’re expensive at the end of the day.” 12:36https://www.linkedin.com/in/pirvine/