As the saying goes, knowledge is power, and in the world of customer experience (CX) the right knowledge can be the difference between a frustrating interaction and a seamless one. But to act on insights, organizations need access to unified, real-time data from across the customer journey. If successful, both customers and agents will see their experiences improve.
It's been nearly 20 years since data became the new oil, and the amount of data being generated has continued to rise. Predictions suggest global data volume will further increase, reaching 181 zettabytes by the end of 2025. Within CX, the influx of data is coming from an increasing number of sources, both human and machine. The increase in digital and social channels has delivered more data insights from interactions and digital customers.
Devices that autonomously engage in interactions on a customer's behalf are also feeding a significant amount of information into the business. In fact, it is predicted that digital customers, also known as machine customers, will constitute 20 percent of the traffic to contact centers within the next few years. The astounding growth of digital customers is supported by the explosion of Internet of Things (IoT) devices that shows no sign of slowing down, with 40 billion expected by 2030.
With the sources and volume of data growing rapidly, organizations will either sink under the volume or leverage it to create better experiences for customers and agents. Incorporating a customer data platform (CDP) into the CX tech stack will power an omni-data approach and unlock a range of benefits, including the following:
- Effective Channel Shift-- Customers often move fluidly between channels when trying to resolve an issue, starting with an email, switching to web chat, and perhaps continuing the conversation via a phone call or WhatsApp. However, moving between channels can cause friction for customers, especially if they have to repeat their information multiple times. A CDP eliminates this pain point by maintaining a unified view of the customer across all channels. Agents gain full context into past interactions, preferences, and current issues within a single pane of glass. This is where omnichannel meets omnidata, enabling smooth, informed handoffs between channels and delivering a consistent, frustration-free experience for both customers and agents.
- Proactive Communications -- A CDP isn't just a data repository; it's a catalyst for action. When integrated with a CX platform, it enables organizations to move from reactive to proactive service. Data from IoT devices can trigger real-time alerts before customers even notices an issue. The CDP, with access to the customer's profile and warranty status, could , for example, automatically send a notification offering to schedule a repair, suggest troubleshooting steps, or dispatch a technician. This kind of anticipatory service transforms potential problems into seamless experiences, building trust and reducing inbound contact volume. A CDP can become the single presentation layer, combining multiple data points from various CRMs.
- Improved AI Chatbot Experience -- AI-powered chatbots are only as effective as the information that powers them. Traditional bots often relied on rigid scripts, leading to dead ends and handoffs to human agents. But with a CDP feeding them rich, contextual data, modern AI chatbots can handle far more complex tasks. They can access booking details, update account information, or even modify travel itineraries without human intervention. A customer asking about an upcoming flight could receive real-time check-in info, baggage allowances, and even reschedule options through the chatbot. This not only empowers customers to self-serve 24/7, but also frees up agents to focus on higher-value interactions.
By combining AI with rich, unified data, organizations can significantly elevate their CX capabilities. Integrating a CDP enables a true 360-degree view of the customer and transforms the CDP into a system of action, driving proactive engagement, seamless self-service, and more personalized journeys. Without a platform that can collect, unify, and act on data, organizations risk becoming overwhelmed by volume and complexity, missing valuable insights and falling short of customer expectations.
Matt McKernan is senior vice president of the Americas at Content Guru.