Barry D’Arcy, VP of Partners at Storyblok: “There’s a lot of innovative technology that is being built ‘behind the scenes’ that has a profound impact on customer experiences”

Over the past year, we have interviewed over 100 leaders in various tech-related fields, and the subject of AI has come up each and every time. But we can honestly say that Barry D’Arcy, VP of Partners at Storyblok, is the first interviewee to place as much emphasis on ethics as on the opportunities that AI provides.

“When it comes to AI, there are dangers around misinformation, bias and toxicity,” he says, adding that it’s also hugely powerful. However, in their rush to embrace it, some companies forget that: “Using AI means adhering to data ethics – of which transparency, privacy, informed consent and high levels of security are key principles.”

Whilst there’s an obvious note of caution there, Barry isn’t suggesting we avoid using AI and other breaking technologies. Merely that we must do so mindfully. Oh, and one more thing: “It’s best to avoid falling into the trap of chasing the latest trends instead of delivering what customers truly desire.”

And delivering what customers truly desire is what Barry D’Arcy is all about. Before his role at Storyblok, an enterprise CMS, he served as a Storyblok Partner at a prominent digital agency in Ireland, successfully delivering more than 100 CMS projects.

To find out more, read on.

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Could you please introduce yourself to our audience?

I am currently the VP of Partners at enterprise CMS Storyblok where my role is to maximise the opportunities for our partners and customers so that both they and Storyblok can achieve strong commercial results. I have over ten years of experience in SaaS with a specialism in business operations. I am passionate about building product and business synergies that transform into valued strategic partnerships with exceptional customer experiences. 

What are your thoughts on the escalating integration of AI in customer experience and its potential influence on the future of customer service at large?

Interestingly, a recent survey from Storyblok revealed that consumers are not that interested in using AI – especially when it comes to helping them make purchasing decisions. The most important thing when building your customer experience is to listen to your customers and partners. You have to truly understand what they require, what their challenges are, do they experience any issues with the current service or product. It’s best to avoid falling into the trap of chasing the latest trends instead of delivering what customers truly desire.

Having said that though, AI does have a lot of potential to streamline business workflows and in turn enhance customer experiences.

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How do you ready yourself for an AI-driven landscape as a customer experience leader? What new skills do you need?

When it comes to AI, there are dangers around misinformation, bias and toxicity. This is pretty important as we have seen in recent history how many tech companies plough forward with using new tools without fully recognising all the ethical ramifications. AI is a profoundly powerful technology but businesses that want to leverage this power have a lot of responsibility to do it in the right way. Using AI means adhering to data ethics – of which transparency, privacy, informed consent and high levels of security are key principles.

Limiting the scope of these tools to serve specific functions is one way to mitigate the risk. Ensuring that the data used to fuel them is accurate, complete and not biased is also incredibly important. This means employing good data governance procedures, verifying sources of data and conducting regular maintenance. All of this needs to be underpinned by human oversight and ethical guidelines. Organisations need to be aware of both the benefits of the risks and ensure they use AI responsibly. Misinformation is one of the biggest risks not only to society at large but also to credibility and brand reputation.

In terms of new skills, the good news is that you don’t have to be a data scientist to leverage this technology. And there’s no need to worry whether AI will replace your job. People need to learn to work alongside AI and business leaders need to be looking to future-proof their employees in this way. There is no one-size-fits-all approach here – every business and every employee will have different ambitions and exposures to AI. 

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

Other than AI, we have XR – extended reality, which comprises of VR, AR and MR. There is a strong possibility that VR devices such as Apple’s Vision Pro or Meta Quest 3 will become truly mainstream in the next year and with it will come an explosion of possibilities for the CX industry. It’s also important to remember that VR and AR is not just confined to creating virtual sales experiences for consumers. It can also be used for a host of other functions such as designing shop layouts, planning and selling space or sponsorship for events, and prototyping the look and feel of products.

There’s a lot of innovative technology that is being built ‘behind the scenes’ that has a profound impact on customer experiences. It may not sound as exciting as AI but composable architecture is something which arguably is more important. Indeed, without composable architecture many of the most exciting XR opportunities can not be realised. If you’re unfamiliar with the term it is, in a nutshell, combining API-first microservices on the cloud using headless technology. In other words, it gives businesses the ability to free themselves from a monolithic architecture to create tech stacks, applications, and services that are specifically designed to their needs. It vastly reduces costs, speeds up development, is incredibly flexible and can benefit your CX.

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

I take great pride in championing the integration of digital, data and technology for diverse and inclusive work practices. This also extends to my significant role in transforming business models to prioritise exceptional customer experiences.  

Further to that, leading over 100 CMS projects at a prominent digital agency in Ireland would be one of my top achievements. I’m also proud to be actively contributing to the MACH Alliance Growth Council to advance tech-driven solutions. The Growth Council addresses and safeguards the business-facing aspects of the MACH Alliance vision and growing the Alliance itself.

Great Customer Experiences Start With Great Employee Experiences

Read the full report, Improving Employee and Customer Experiences Through Workflow Digitisation, to learn more about the state of workflow digitisation, how to overcome its challenges, and ways you can start reaping its benefits.

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

I am deeply committed to understanding the specific needs and challenges of customers, ensuring tailored solutions for each client. I advocate for the ethical use of technology, especially in AI, to prevent bias and misinformation. I strongly believe in nurturing synergistic partnerships that benefit both businesses and their customers. I also maintained a steadfast commitment to data ethics, prioritising transparency, privacy and security.

What major hurdles have you encountered as a customer experience leader, and how did you surmount them?

One of the main hurdles recently has been tackling the complexities of AI, particularly in addressing issues of misinformation, bias and ethical use. I have also implemented stringent data governance policies and maintained vigilant human oversight over automated processes. Generally, I strive to harmonise the latest technological advancements with the authentic needs of customers.

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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?

I believe that you have to be committed to ongoing research and analysis of industry trends, and at the same time be attentive listening to customer feedback. What helps is embracing flexible and scalable tech architectures like composable architecture to stay agile.

When it comes to customer-facing integration of new technologies such as AI and XR, I approach them with caution to ensure they align with ethical standards and business goals.

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

One of my main pieces of advice would be to always focus on the importance of fostering strategic partnerships that bring mutual value. It is also important to be flexible, and adaptable and demonstrate a willingness to evolve alongside emerging AI technologies. All of this has to be underpinned by the need to always consider the ethical implications of technology adoption in the customer experience domain.

Are there any startups in the customer experience industry that have piqued your interest lately?

One such startup is Lokalise, which has partnered with Storyblok. Lokalise is an AI-powered translation tool that assists companies in localising content efficiently. This partnership enables businesses using Storyblok to translate their content into multiple languages, significantly reducing the time spent on content management and enhancing the customer experience in global markets

What customer experience technology has your company recently embraced and what difference has it made to your business?

At Storyblok, the adoption of AI and XR technologies has been a key focus, transforming the way customer interactions are managed. We have also integrated composable architecture for its flexibility and cost-effectiveness, greatly benefiting customer experience strategies. All of these technological adoptions have led to significant enhancements in both customer experience and business efficiency.