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Interview Questions for Rogayeh Tabrizi, Co-Founder and CEO of Theory+Practice

Data Analytics and Strategy Firm Theory+Practice's CEO, Rogayeh Tabrizi, Shares Insights on Customer-Centric Data Strategy and Pandemic's Impact on Retail Data Usage. Vancouver-based Company Discussed in Interview by Center for Data Innovation.

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Interview Questions for Rogayeh Tabrizi, the co-founder and CEO of Theory+Practice
Interview Questions for Rogayeh Tabrizi, the co-founder and CEO of Theory+Practice

Interview Questions for Rogayeh Tabrizi, Co-Founder and CEO of Theory+Practice

In the post-pandemic digital age, retail businesses are evolving to prioritize customer satisfaction over cheap prices. This shift is driven by a new customer-centric data strategy that aims to maximize customer loyalty, satisfaction, and profitability.

Rogayeh Tabrizi, co-founder and CEO of Theory+Practice, a data analytics and strategy company based in Vancouver, is spearheading this transformation. With a background in physics and economics, Tabrizi is well-equipped to navigate the complex world of data-driven retail.

The core elements of this customer-centric data strategy include:

  1. Collecting Data from Multiple Sources: Integrating customer data across channels such as CRM systems, social media, purchase history, and contact center logs helps form a holistic view of customer behavior and preferences.
  2. Advanced Analytics and Pattern Identification: Using analytics to uncover customer behavior patterns like peak shopping times, preferred communication channels, and product demand enables more informed decision-making.
  3. Accurate Customer Segmentation: Segmenting customers based on their characteristics and behaviors allows for personalized interactions, such as differentiating premium frequent buyers from new customers.
  4. Personalization at Scale with AI and Automation: Leveraging AI and machine learning automates insights and delivers personalized experiences, including AI-powered chatbots that gather insights during interactions and predictive analytics to anticipate customer needs.
  5. Real-Time Feedback and Continuous Evaluation: Implementing real-time feedback mechanisms and measuring strategic impact using metrics like Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), and Customer Effort Score (CES) helps rapidly improve service delivery.
  6. Multi-Channel Consistent Experience: Delivering seamless, personalized experiences across digital and physical touchpoints ensures a cohesive customer journey.
  7. Competitive Data Integration: Incorporating retail competitive price and product data into strategic decisions optimizes pricing and offers without eroding margin while enhancing customer value perception.
  8. Customer Research and Voice of Customer (VoC): Investing in qualitative research helps deeply understand customer needs, expectations, and pain points.

By using data to understand customer barriers and frictions, businesses can identify areas where they can do a better job and improve the shopping experience for their customers. This approach not only increases efficiency and profitability but also promotes social good by focusing on creating a positive customer experience and removing obstacles or barriers in the shopping process.

The process of formulating a data strategy involves understanding various pillars of information architecture, including data ingestion, identity resolution, data availability, governance systems, and the tools used by data consumers. Theory+Practice works with clients, such as large retailers, to identify specific use cases for data strategy, such as improving customer understanding, search algorithms, or loyalty programs.

The pandemic has accelerated digital strategies in customer-centric industries, particularly retail. Retailers like Walmart, Amazon, and Walgreens are relying on mobile apps to improve customer experiences. However, the biggest challenges in using consumer data in the future are expected to be data security and privacy, requiring proper considerations with policies and frameworks.

Theory+Practice advocates for asking the right questions and examining assumptions and KPIs to increase the chances of success in implementing a data strategy. Profitability is important for businesses, but they must also prioritize customer retention to ensure longevity and success. By focusing on the customer-centric data strategy, retailers are realizing the importance of creating a 360-degree view of the consumer and using it to their advantage.

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