The human side of AI: building customer-centricity at scale

In this episode of Hub & Spoken, Jason Foster, CEO & Founder of Cynozure, speaks with Tom Spencer, Director of Customer Data Sciences at Aviva, about what it takes to build a genuinely customer-centric organisation using data and AI.

Tom shares how Aviva is using customer analytics, machine learning and emerging AI technologies to improve customer relevance, strengthen retention and create more joined-up experiences across millions of customers and multiple product lines. The conversation explores how large organisations can connect data strategy directly to business outcomes through experimentation, targeting intelligence and faster feedback loops.

The episode also looks at the operational realities behind the ambition: legacy systems, fragmented journeys, data foundations and the importance of strong partnerships between data teams and the wider business.

Tom reflects on how generative AI is changing customer expectations and why organisations that succeed will be those with the strongest understanding of their customers.

🎧 Tune in to hear the full conversation. Cynozure is a leading data, analytics and AI company that helps organisations to reach their data potential. It works with clients on data and AI strategy, data management, data architecture and engineering, analytics and AI, data culture and literacy, and data leadership. The company was named one of The Sunday Times' fastest-growing private companies in both 2022 and 2023 and recognised as The Best Place to Work in Data by DataIQ in 2023 and 2024. Cynozure is a certified B Corporation.