Featuring:
Dr. Alexandra Daniela Zaugg – Senior Customer Experience Manager, Swiss Federal Railways (SBB)
Joseph Rini – Director, Product Management, Market Logic
Michael Vincent – Executive Client Partner, Market Logic
In this session, SBB’s Senior Customer Experience Manager, Dr. Alexandra Daniela Zaugg joins the Market Logic Team for an in-depth conversation on the role of AI solutions within enterprise insights functions.
SBB (Swiss Federal Railways), one of Europe’s most trusted and customer-focused transport organizations, connects millions of passengers every week. As part of their 2026 customer-centricity program, SBB is introducing a new, scalable way for leaders across the organization to engage with “customers” through AI-powered personas.
In this session, SBB will share the strategic thinking behind embedding personas into their annual management dialogues with 2,000 leaders, why customer centricity is a business priority, how personas complement (rather than replace) research, and how conversational interaction can strengthen customer listening, cultural awareness, and decision-making at scale.
We’ll explore the planned use cases and how this approach fits into SBB’s broader transformation and partnership with Market Logic and DeepSights.
Market Logic, the technology partner behind DeepSights and the personas, will outline how we’re working with SBB to operationalize customer understanding across the organization. We’ll also provide an executive overview of persona capabilities, the underlying framework, and what’s ahead on the roadmap for organizations aiming to scale customer-centric behaviors in a practical and responsible way.
