Fender Musical Instruments Corp. is undergoing a transformation focused on artificial intelligence, the cloud and customer satisfaction.

The company’s analytics are revolutionizing the way musicians and businesses approach music with powerful insights, according to Cliff Kim (pictured, right), vice president of strategy, growth and analytics at Fender.

Fender Musical’s Cliff Kim and Alteryx’s Paula Hansen talk with theCUBE about Fender analytics.

“We are big fans of Alteryx … everything came to fruition where we are all going through this transformation together,” Kim said. “It’s centered around AI, centered around the cloud, centered around all of these pieces that we’re trying to put together, ultimately thinking about the consumer and the customer to move it forward that we’re all passionate about.”

Kim and Paula Hansen (left), president and chief revenue officer of Alteryx Inc. spoke with theCUBE Research’s Rebecca Knight and Rob Strechay at Alteryx Inspire, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. They discussed how Fender uses Alteryx’s analytics to improve customer service and support aspiring musicians. (* Disclosure below.)

Exploring Fender analytics: Powering decisions in music with the help of Alteryx

Alteryx saves time and allows for more focus on improving various aspects of the business. It significantly reduced data loading time, allowing for quicker insights and better customer service for Fender, Hansen explained.

“A big launch today with our co-pilot to make analytics easier to use yet again even further,” she said. “That’s being driven by feedback from customers that have convinced us that that’s the wave of the future. We’ve just got to keep lowering the barrier, making it easier, making it possible for data to be democratized. We will always take the feedback and put that into our development strategy.”

Data is shaping the lives of both internal and end-user customers, making tasks easier and more efficient through Alteryx, allowing for increased output and automation, despite some people being “ungrateful” and forgetting the previous difficulties, according to Kim.

“I talk about how sometimes ungrateful people are, because they tend to forget what it used to be like, but that’s what we want because this is the new norm,” he said. “The new norm is you can use data to make these decisions. You can complain … ‘OK, I need more. I want to digest more. I want to have more.’ Because these things are really important to making decisions. Otherwise, we’re going to lean on things that are like N=1, where my own experience is going to change the way that the entire company runs the business.”

Here’s the complete video interview, part of SiliconANGLE’s and theCUBE Research’s coverage of Alteryx Inspire:

(* Disclosure: TheCUBE is a paid media partner for the Alteryx Inspire event. Neither Alteryx Inc., the sponsor of theCUBE’s event coverage, nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE