10:30 - 11:00  |  Customer Experience Theatre

Optimising for the physical and digital experience using data

Thursday 14 November 2019


The impact of omnichannel has far reaching effects on many businesses as customer buying behaviour becomes more mobile and digitally oriented. Even the classical petrol station is impacted as the shift for greater convenience and mobile based payment rises. In this talk, Darren Last, Head of Mobile Optimisation at Shell, will cover the power of data in optimising the mobile experience to ensure great customer experience, maximise revenues and creating a mobile-centric decision making capability to make changes at the speed of the customer.

In this session, Darren will share:
• The journey Shell have gone on with managing significant technical debt and complexity to unifying that experience to create a compelling customer experience
• How they use data to balance great customer experience, commercial goals and technical development across many markets and priorities
• How a single data platform unified that to drive great decision making across the mobile experience team