Discovering the real value of synthetic data through Customer Success
In the first blog of this series, Hazy Customer Success Manager, Jonathan Hardy, outlines the role of Customer Success in discovering value opportunities through synthetic data.
For organisations to make better decisions, develop new technologies, and deliver more value for customers, they need data they can actually use. With the growing demand for privacy protection and tightening regulations, synthetic data is rapidly becoming the go-to tool for unlocking data in enterprise organisations.
Gartner predicts that by 2024, 60% of the data used for the development of AI and analytics projects will be synthetically generated. With backing from regulatory bodies such as the Information Commissioner’s Office (ICO) and Financial Conduct Authority (FCA), the adoption of synthetic data is accelerating, particularly in sectors where data is sensitive or where the cost of using real-world data is prohibitively high.
The transition from real-world data to synthetic data is underway. At Hazy, we have spent the last six years building an enterprise-grade product for our customers to harness synthetic data to address their business challenges and opportunities. It has involved innovation, growth, and most critically for a new, disruptive, and broadly-applicable technology, the pivotal role of Customer Success.
So, what is Customer Success at Hazy?
Customer Success is about helping customers maximise the value they attain from a technology product. Customer Success Managers (CSMs) are key to proactively developing and managing customer relationships, ensuring tangible value is realised while enhancing the overall customer experience.
At Hazy, our mission is to enable our customers to understand, deploy and manage their synthetic data capability as quickly and effectively as possible. Our CSMs aim to establish collaborative, partnership-led relationships that begin with understanding our customer’s business challenges and evaluating how these can be solved with synthetic data. Our primary focus is on value creation and helping our customers achieve their business outcomes.
You can think of Customer Success as the bridge between customer teams and Hazy’s internal areas of expertise, leading a collaborative effort to drive real business impact.
Why do we need Customer Success?
Synthetic data presents a significant opportunity for businesses to move faster and accelerate growth. As such, organisations are turning to tools like Hazy, capable of generating high-quality synthetic data with built-in differential privacy guarantees.
As with any enterprise technology, customers need guidance, support, and consultancy to maximise value and return on investment (ROI). This is especially true for emerging technologies like Hazy given organisations are at the beginning of their journey with synthetic data. At this early stage of maturity, our CSMs place increased emphasis on:
- Shortening the time-to-value – to demonstrate benefits and scalability
- Educating and engaging stakeholders – to build understanding and generate demand
- Consulting and strategic advisory – to navigate complex enterprise settings
How do we drive value through Customer Success?
Let’s look at three ways our CSMs collaborate with customers to discover value:
1. Defining business outcomes
At Hazy, our CSMs support customers in defining “desired business outcomes” for their synthetic data initiatives and layer these with short to medium-term goals to track progress. Desired business outcomes are clear, specific, and measurable end states where everything about an organisation's synthetic data initiative is “just right”. Once defined, they can have a transformational effect on the whole focus of the project and can be a key factor driving progress and business impact.
2. Developing value propositions and measuring ROI
Bringing stakeholders on the journey is crucial for any enterprise technology to be successful – the same applies for your synthetic data initiative. To do this, organisations should start by clearly articulating and communicating their value proposition for synthetic data (the “why”), ensuring alignment with their data strategy.
There are several value drivers for synthetic data - think reduced risk, improved data access, new revenue streams, enhanced customer experience, and more. It’s worth noting that value will depend on the applications of synthetic data within your organisation and your desired business outcomes. Our CSMs are actively helping customers create coherent value propositions, while also introducing ROI tools to quantify business impact.
3. Building a synthetic data roadmap
Put simply, the more synthetic data used instead of real-world data, the more value that can be created. However, it’s neither necessary nor feasible to synthesise all of your data at once. At Hazy, we advise a “crawl, walk, run” approach that focuses on delivering early proof points.
So, when we kick off engagements with our customers, we support a series of Discovery sessions to understand the scope of synthetic data use cases. Using our scoping tool, the Hazy Discovery Canvas, we align stakeholders and create a use case roadmap, prioritised around value and feasibility. This structured approach is key to navigating organisational complexity and building early momentum.
We can’t wait to meet you! Set up a discovery session to see how synthetic data can unlock value for your organisation.