In today’s hyper-competitive market, delivering exceptional customer experiences (CX) is no longer a differentiator—it’s a necessity. In fact, organizations that harness data-driven insights and AI-powered decision-making have a clear advantage in shaping customer journeys that are seamless, personalized, and impactful. Let’s meet an expert in this field – Amar Choudhary.
At CXQuest.com, we are thrilled to speak with Amar Choudhary, CEO & Co-Founder of 1Lattice, a leader in AI-enabled business intelligence. With a deep understanding of consumer behavior, digital transformation, and strategy, Amar, in fact, has been at the forefront of driving CX excellence across industries. Today, he shares how 1Lattice is revolutionizing decision-making and empowering businesses to create customer experiences that truly matter.
Amar Choudhary
Amar Choudhary is a business leader with over two decades of experience in strategy, digital transformation, and AI-driven insights. As the CEO & Co-Founder of 1Lattice, Amar is redefining how businesses make data-driven decisions, ensuring that CX is not just an afterthought but a core pillar of success.
With a career spanning consulting, retail, fintech, and e-commerce, Amar has consistently leveraged technology to enhance customer engagement and business growth. His leadership at 1Lattice focuses on using AI/ML-driven intelligence to unlock new opportunities in customer experience, making businesses more agile, insightful, and customer-centric.
1Lattice
1Lattice is a technology-driven decision-support organization that helps businesses navigate complex challenges through AI/ML-driven insights. With a mission to disrupt traditional decision-making and enhance trust in data, 1Lattice provides a 360-degree approach to business intelligence.
By integrating consulting, advisory, and research with cutting-edge technology, 1Lattice enables businesses to refine customer journeys, optimize digital experiences, and build long-term customer trust. Through its innovative data-gathering and analytics methodologies, 1Lattice is a trusted partner for businesses seeking to enhance their CX strategies in today’s digital-first world.
CXQuest.com: Amar, welcome to CXQuest! It’s a pleasure to have you here. With your extensive experience in AI-driven decision-making, we’re eager to explore how 1Lattice is helping businesses transform customer experiences. In a world where data is abundant but actionable insights are scarce, how is 1Lattice bridging this gap and making CX a strategic advantage for organizations?
AI and Customer Experience Transformation
Q1. How do you see AI/ML shaping the future of customer experience in different industries?
AC: As we navigate through the booming digital age, the integration of Artificial Intelligence (AI) and Machine Learning (ML) is revolutionizing customer experience across industries. These technologies are not just enhancing operational efficiencies but are fundamentally transforming how businesses interact with customers. We see several such applications, some of the prominent ones being the following:
Prominent Ones
Personalized Recommendations: AI-driven recommendation engines can analyse vast amounts of data to understand customer preferences and behaviour. This enables businesses to offer highly personalized product and service recommendations, enhancing customer satisfaction and loyalty. For instance, we have seen our clients particularly in ConsumerTech and D2C brands working with us on building the right logic for such recommendations.
Customer Service First Response: AI-powered chatbots and virtual assistants are becoming the first point of contact for customer service in many industries. These intelligent systems can handle a wide range of queries, providing instant responses and solutions. This not only improves response times but also frees up human agents to handle more complex issues, ensuring a seamless customer experience. Also, advanced NLP models now understand customer sentiment, ensuring more empathetic and context-aware responses. Our clients in the BFSI industry (particularly lending, insurance) as well as Consumer Tech industries (FoodTech, E-commerce, Quick-commerce) are experiencing this change in a major way.
Dynamic Pricing: AI algorithms can analyse market trends, demand fluctuations, and competitor pricing in real-time to optimize pricing strategies. This dynamic pricing approach helps businesses remain competitive while maximizing revenue. In particular, industries like quick-commerce, ride-sharing services, hospitality and travel industries are already leveraging AI for real-time price adjustments based on demand fluctuations and consumer behaviour.
Fraud Detection and Prevention
Fraud Prevention: AI and ML are proving to be more effective in detecting and preventing fraudulent activities. By analysing transaction patterns and identifying anomalies, these technologies can flag suspicious activities in real-time, protecting both businesses and customers. In particular, our investor clients (PE / VC firms) and e-commerce platforms are increasingly relying on AI to enhance security measures that prevent fake reviews, fraudulent chargebacks, and bot-driven purchases.
Automated Invoicing and Billing: AI-driven invoicing systems streamline the billing process by automating tasks such as automated invoice processing, ensuring compliance, detecting discrepancies, and reducing manual errors. Many vertical SaaS companies in accounting are leveraging this trend to build products with such capabilities. This not only reduces errors, but also speeds up payment cycles, and improves cash flow management. Businesses across various sectors, from utilities to subscription services, are adopting AI for efficient invoicing.
Beyond these applications, AI and ML are fostering innovation in areas such as customer sentiment analysis, predictive maintenance and supply chain optimization. As these evolve further, they will unlock new opportunities for businesses to deliver exceptional customer experiences.
Real-world Example
Q2. Can you share a real-world example where 1Lattice has helped a company use AI-driven insights to enhance CX?
AC: At 1Lattice, we are committed to leveraging AI-driven insights to transform customer experiences across various industries. Our advanced AI driven insights enabled one of our clients, a D2C brand, to develop more effective customer service response mechanisms. By analysing customer interactions and feedback, we provided actionable insights that helped the brand create tailored responses. They were able to prioritize queries based on urgency and sentiment, ensuring faster resolution for critical issues. We even helped the D2C brand understand its diverse customer base more deeply. By categorizing customers based on behaviour, preferences and past engagement, we created micro-segments which the client could target through personalized product recommendations, increasing cross-sell and upsell opportunities. This led to increased engagement and higher conversion rates.
Personalization & Data-Driven Decision Making
Q3. Personalization is at the heart of great CX. How does 1Lattice help brands tailor experiences for customers at scale?
AC: At 1Lattice, we believe that personalization is key to exceptional customer experiences. Our approach leverages advanced technologies to help brands tailor their offerings at scale. We have helped multiple clients performance an online sentiment analysis on product feedback, utilizing sophisticated tools to decode customer emotions and opinions. This enables brands to understand their customers deeply and make informed decisions, such as modifying product messaging, promise on service levels, adjusting inventory, or improving designs. This also allowed the client to develop an automated recommendation engine that uses attribute matching to align products and services with specific customer segments. Another example is the case of a facilities management company, where we gathered and analysed service feedback data to identify areas for improvement. This helps in realigning service packages to better meet customer needs, ensuring a more personalized and efficient service delivery.
Refining Customer Interactions with Behavioral Data
Q4. What role does behavioural data play in refining customer interactions, and how does 1Lattice ensure insights remain actionable?
AC: Behavioural data enables businesses to understand and anticipate customer needs more accurately. At 1Lattice, we harness the power of behavioural data to ensure our insights remain actionable and impactful. We do it by building user data tracks through 1Sense, our consumer insights platform, which meticulously tracks customer interactions across various touchpoints. By analysing this data, we gain a deep understanding of the key purchase criteria of users, their purchase behaviour, and engagement trends to understand intent.
Another use case is in conducting comprehensive usage and attitude studies to capture the nuances of customer behaviour. These studies help us identify trends and shifts in customer preferences, enabling brands to adapt their strategies proactively. We have our own large B2C users panel which allows us to track regular brand preferences and user behaviour through targeted surveys. This also allows us to test new product and service ideas in real-time before market launch, gather feedback on ad effectiveness, pricing strategies, and feature updates.
Overcoming CX Challenges with AI
Q5. Businesses often struggle with data silos that hinder a unified customer experience. How does 1Lattice help in breaking down these silos?
AC: We understand that data silos can significantly impede a unified customer experience. We employ a multi-faceted approach to dismantle these silos and ensure seamless data integration. Also, we partnerships with specialist consulting firms like Praxis Global Alliance to define data gathering architecture and conduct detailed data studies, which enable us to identify gaps and redundancies in existing data collection. We have also worked with clients in different situations where we helped them set up data collection mechanisms across cities from several stakeholders (e.g. hospitals, doctors across Tier 2/3 towns), and then analyse that data to enhance user experience. We also have experience in designing data pipelines for clients to unify survey data, transactional records, and behavioural insights. Our proprietary 1Panel has capabilities to perform seamless first-party data tracking across brand interactions, purchase patterns, and customer preferences.
Data Privacy
Q6. How do you ensure that AI-driven recommendations align with a brand’s CX vision while maintaining ethical considerations like data privacy?
AC: While we focus on helping brand meet their goals of understanding consumers better, it is imperative that it is done within the purview of ethical and legal considerations of data privacy. As an uncompromised rule, we always prioritize data privacy from the outset. Our data platforms are built with robust privacy measures to ensure that customer data is always protected and only reported in aggregate. Explicit opt-ins are built into survey collection, panel tracking, and behavioural analytics, and we always take user consent before data collection, even when the data is used and reported anonymously and in aggregate. Also, our proprietary Edison system is an internal AI model, and we ensure that all data processing and analysis are conducted within a secure environment. This minimizes the risk of data breaches and unauthorized access.
CX Measurement & Continuous Improvement
Q7. What are the key metrics businesses should focus on to measure CX success beyond just NPS and CSAT?
AC: While NPS and CSAT are valuable metrics, they have limitations, especially in industries where recommendation behaviour is uncommon, or services are used infrequently. At 1Lattice, we recommend focusing on a broader set of metrics to gain a comprehensive view of customer experience success. Firstly, the understanding of customer retention rates are crucial as they indicate the ability to maintain the customer base over time – higher retention rates lead to lower marketing costs on acquiring new customers and also correlate highly with customer satisfaction and loyalty. Second, we look at ROAS (Return on Advertising Spend) to measure the effectiveness of marketing efforts by comparing revenue generated to the amount spent on advertising. A high ROAS indicates that marketing strategies are resonating well with customers. Apart from these, there are other loyalty metrics such as recency, frequency, monetization and return rates, which serve as measures of CX success.
AI and Predictive Analytics
Q8. Can you share insights into how AI and predictive analytics can proactively identify CX gaps before they become pain points?
AC: AI and predictive analytics are transformative tools in identifying and addressing customer experience (CX) gaps proactively, serving both as early warning signs when there are issues, and providing early indicators of success. At 1Lattice, we leverage these technologies in several ways. We employ proactive brand tracking methods, such as gathering feedback from channels during new product launches, doing root cause analysis of issues during CX moments of truth, and mapping sentiments throughout the customer journey touchpoints to pinpoint where CX fails.
At 1Lattice, we envision a future where AI and predictive analytics are integral to delivering exceptional customer experiences. Our goal is to empower businesses with the tools and insights needed to anticipate and address CX gaps proactively, driving long-term customer loyalty and success.
The Future of CX and 1Lattice’s Vision
Q9. With rapid advancements in AI, how do you see customer expectations evolving in the next five years?
AC: As the AI technology advances at an unprecedented pace, customer expectations are evolving rapidly. Over the next five years, businesses will need to adapt to significant shifts in consumer demands. First and foremost, speed will be a critical factor, with customers expecting instant gratification through AI-driven solutions across all touchpoints – whether it’s customer support, product recommendations, or service requests.
Second, personalization will take centre stage, as AI enables businesses to offer smarter, more intuitive experiences by anticipating customer needs through advanced data analytics and machine learning. Third, quality will remain of the supreme importance, but its definition will expand to include seamless, frictionless interactions that integrate effortlessly into daily life, requiring businesses to prioritize user-friendly interfaces, reliability, and continuous improvements. Lastly, cost efficiency will also play a crucial role, as AI helps businesses optimize operations, reduce expenses, and pass those savings on to consumers through competitive pricing and automated efficiencies.
What’s Next?
Q10. What is next for 1Lattice? How do you envision your company shaping the future of CX-driven decision-making?
AC: We are constantly innovating to stay ahead in the realm of customer experience (CX) and decision-making. One of our key initiatives is Edison, our advanced data engine designed to revolutionize how businesses leverage data for CX improvements. We are focused on organizing and enriching our data assets through technology. By structuring and analysing vast amounts of data, we can uncover valuable trends and patterns that drive better business outcomes. Our commitment to data excellence ensures that our clients have access to the most relevant and actionable insights.
Moreover, 1Lattice is unique in its use of a comprehensive People Network. This network – consisting of millions of B2C users, lakhs of B2B channel partners, and thousands of industry experts – allows us to gather and integrate diverse perspectives and expertise, enriching our data and insights. By leveraging this network, we can offer a more holistic view of the market and customer behaviour, enabling our clients to make more informed and effective decisions.
Looking ahead, 1Lattice aims to continue pushing the boundaries of CX-driven decision-making. Our vision is to empower businesses with the tools and insights they need to create exceptional customer experiences and drive long-term success.
Closing
CXQuest.com: Amar, thank you for sharing such valuable insights. It’s clear that 1Lattice is pioneering AI-powered decision-making to help businesses craft intelligent, seamless, and, in fact, personalized customer experiences.
At CXQuest.com, we believe that great CX is built on smart decisions, deep insights, and a customer-first mindset. In fact, with leaders like Amar Choudhary and companies like 1Lattice, the future of customer experience is data-driven, AI-enhanced, and incredibly exciting.
Above all, stay tuned for more thought-provoking conversations on CXQuest.com, where we bring you the best insights from CX innovators and game-changers.
