ECS’ Aaron Burciaga: CX, Data Science Could Help Organizations Identify Business Opportunities

Aaron Burciaga, vice president of analytics and artificial intelligence at ECS, has said that combining the technical aspects of data science with the humanistic elements of customer experience will help organizations gain financial opportunities.

Burciaga wrote in a blog post that CX, which is envisioned to become a $13B market in two years, is more than just a “marketing battlefront” and shares the same goals with data science in terms of efficient operations and clear business outcomes.

He suggests that CX and data science teams should integrate their operations through an iterative five-step process that includes identifying the problem, creating a business case, partnering with experts and executing an enterprise-wide rollout.

ECS was able to identify $750M in missed business opportunities for a client after taking a cloud-based approach that augments CX and data analytics, according to Burciaga.

“By putting heart into our analytics and how an end-user would interact with information, we helped the company take advantage of a huge financial opportunity,” he noted.

“Data science and [CX] have distinct methodologies, but they don’t have to be competing forces. When we merge their strengths, we can achieve more.”