Nicky Watson, Founder and Chief Architect of Cassie: “Technologies are only as good as the data used to drive them”

Nicky Watson, Founder and Chief Architect of Cassie, deserves immediate kudos: she founded the company that became Cassie in 2000, and to stay at the forefront of the technology field for two decades is a simply brilliant achievement. So we’re delighted that she could share her thoughts on customer experience technology in this interview.

We also hoped she would knit us a TechFinitive jumper courtesy of her husband’s sheep, but we guess you can’t have everything.

Instead, let’s talk data. To say this is a complex area for companies to navigate is massively understating things, and Nicky sees no sign of the area settling down due to a “litany of new regulations in 2024”. Then there’s the Google factor, as we move into a cookie-less future.

So what can a business that wants to give its customers a great, personalised experience do? Fortunately, as Nicky explains, there are ways to stay ahead of the changes whilst being ethical, compliant and efficient. Read on to discover more.

Recommended reading: Chief AI Officer (CAIO) positions triple in five years

Could you please introduce yourself to our audience? What motivated you to pursue a career in customer experience, and how did you embark on your journey in this field?

I’m Nicky Watson and I am the Founder and Chief Architect of Cassie, a solution designed to help companies manage consent and leverage data responsibly. My career journey was inspired by recognising a need for ethical and compliant data usage in the business world.

After working in software design, data mining and digital marketing, in 2000 I founded Syrenis Ltd and built and brought to market Cassie. Today, I ensure Cassie remains at the forefront of technological and legal challenges, helping businesses thrive in the data-driven era.

Do you anticipate any significant disruptions in customer experience technology for 2024? If so, what are those disruptions and why?

In January 2024, Google took steps to depreciate third-party cookies from 1% of Google Chrome users via automatic Tracking Protection technology. While whispers of a cookieless future have been around for years, the move marked the end of the era of third-party data for marketers, advertisers, and agencies.

You might ask, so what? Why does this matter for customer experience technology?

Technologies are only as good as the data used to drive them, and high-quality data is crucial for effective customer marketing strategies. Inaccurate or incomplete data can lead to misguided decisions, and ineffective targeting, and ultimately impact the overall success of marketing campaigns. Those with better data quality are likely to have a more accurate understanding of their audience and can tailor their efforts accordingly.

As data privacy regulations become more stringent, maintaining high-quality data also aligns with compliance requirements. Ensuring that data is accurate, up-to-date and obtained with proper consent is essential for building trust with customers and adhering to privacy standards.

In turn, businesses must implement processes to monitor and clean existing data within a tech stack, and methods to collect more accurate data. This comes back to first-party data; by letting customers tell you how to market to them, you’re connecting both consent and reliable insights without the need for third-party cookies.

Recommended reading: Ervin Järvlepp, Chief Marketing Officer at GAN: “Building your brand is not comparable to creating an Instagram profile. There’s no room for being fake.”

What core values have played a pivotal role in shaping your approach to customer experience?

At Cassie, we believe successful customer relationships begin with respect for customers’ data. There are smart, legal and ethical ways to collect, query and use customer data to drive revenue – and at Cassie, we make it simple not only to stay compliant but to build customer trust and relationships.

When I built this company, I knew we would be boutique by design because that allows our team to provide personalised attention and customised solutions to each of our clients. This is crucial as we are the driving force behind consent and preference management for some of the world’s biggest Fortune 500 brands.

How do you ensure you’re up to date with the latest customer experience trends and technologies, and how do you integrate them into your strategies?

The data privacy and technology landscapes have long been ever-changing – and with a litany of new regulations in 2024, I don’t anticipate that slowing down any time soon. To keep up with the trends, at Cassie, we actively review our product offering by listening to the market and needs of our customers to ensure they are provided with a solution that will evolve and become more powerful to meet the needs of data privacy.

This means we are not only keeping a constant pulse on the latest developments in technology and legislation, but we are also constantly having conversations with our customers about their needs and wants to deliver them the best products and services possible.

Recommended reading: Kathie Johnson, CMO at Sitecore: “Generative AI allows marketers to go back to what they love best”

Could you share some of your most noteworthy accomplishments that you take particular pride in?

Beyond founding Syrenis Ltd and building Cassie – which is an incredible feat in and of itself – I am incredibly proud of the amazing people who work on Cassie and its culture of listening. There have been some fantastic ideas from some unlikely places!

Personally, I challenge myself to keep learning new skills. From designing and planting my garden to spinning yarn from the sheep my husband keeps. I find practical skills help to balance the ethereal nature of technology, and I encourage anybody to do something creative as it really helps with mental well-being.

What piece of advice would you offer to fellow customer experience professionals that has been particularly beneficial to you personally?

Stay committed to continuous learning! Particularly in the data privacy field, there’s a constant stream of new information to absorb.

Keeping yourself updated by reading articles on the latest developments and engaging in conversations with peers and industry thought leaders can be instrumental in maintaining your enthusiasm and keeping your inquisitiveness alive. Also remember this whole area is about supporting and caring about individuals, including you, take time out and step away from the online world.