Applied AI · Customer Experience · Omnichannel Strategy · Digital Transformation
Turning Fragmented Customer Communications Into a Connected View
The challenge
Customer communications had evolved across multiple teams, products, channels, and stages of the customer journey. Individual teams understood their own communications, but there was no simple way to see the entire experience together.
Understanding questions like What is a customer receiving? From whom? Through which channel? At what point in their journey? required piecing together information from different sources.
I led an initiative to map those communications across the organization and create a foundation for a more coordinated customer experience.
My approach
Rather than treating the output as a static communications inventory, I used AI to help transform the underlying information into an interactive analysis tool.
The resulting experience allows users to move between different views of the communications ecosystem, including:
- –Channel — such as email, SMS, web, and other customer touchpoints
- –Communication category — grouping messages according to their purpose and role in the customer experience
- –Product — allowing teams to understand both product-specific experiences and patterns across the broader organization
This turns a large, complex dataset into something stakeholders can actually explore.
Sanitized view of the communications intelligence workspace. Stakeholders can filter mapped communications by channel, category, and product, and move between landscape, timeline, and best-practice views to explore the customer journey.
Recreated with representative data. Proprietary company information and performance data have been removed.
What it enables
Instead of simply documenting what exists, the tool helps teams identify:
- –communication overlaps and potential duplication
- –gaps in the customer journey
- –inconsistent experiences across products or channels
- –opportunities to consolidate or coordinate communications
- –areas where ownership or purpose is unclear
- –opportunities for future personalization and orchestration
The work also creates a shared source of truth for conversations that previously depended heavily on individual teams’ knowledge.
My role
I led the broader communications-mapping initiative, worked across organizational boundaries to understand the underlying customer experience, structured and categorized the information, and used AI-assisted development to turn it into an interactive analytical workspace with dynamic filtering and multiple views.
The work sits at the intersection of customer experience, digital operations, data organization, AI, and cross-functional transformation.
Why it matters
The goal wasn’t to use AI for the sake of using AI.
It was to make an otherwise difficult organizational problem easier to understand and act on. The result is a foundation that can support both immediate communications improvements and a longer-term shift toward a more coordinated, intentional customer journey.