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Redefining Data Integration to Deliver Improved Customer Experience Management


Redefining Data Integration to Deliver Improved Customer Experience Management

Back in 2010, a simple exploration about what can be done to engage the fans of New York Jets better, by its owner Woody Johnson, within the stadium led to a revolutionary idea. It led to the ideation of a system called “Command Center” that captured real-time data of the fans in the stadium, from entry line to hot dog counters, and derived instant analytics. The results not just helped the team’s management to solve their ticketing and bottle-neck queueing issues, the instantaneous feedback and analyses from the food stalls also helped them improve sales and their overall inventory management.

The world of data analytics and integration into everyday business, from its simple single dimensional form, has come a long way now but the very concept of creating and investing in an interconnected system driven by data still keeps opening new avenues for the enterprise. Today, with the expansion of Big Data Discovery and IoT, the concept of “Customer Experience Management (CEM)” has evolved to offer a real-time 360-degree view of ordinary consumers.

Role of Data in CEM

According to Gartner’s definition, CEM is defined as “the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty and advocacy”. The very idea of measuring customer expectations, throughout the customer’s lifecycle, starts from collecting mere samples of data obtained from the customer; from the simple linear sample data formats to complex relational databases, it all boils down to the binaries.

But when it comes to taking it further and fulfilling CEM metrics, in spite of enterprises operating on a war footing to make the best out of raw data, they inevitably end up just stocking majority of their data in silos. In many organizations, the collected customer data and the processed internal insights are not given a standardized platform to interact across departments and create tangible solutions that would let the customer pick up their shopping journey wherever they left in the interaction cycle.

To substantiate this further, in a 2016 report by Forbes titled “Data Elevates the customer experience- New ways of discovering and applying customer insights”, the survey conducted from over 357 executives across the world revealed where the enterprises fail in converting customer engagement into customer satisfaction.

While the majority of the participants report that data-driven CEM implementation has improved their overall operational efficiency (62% believe that they are making decisions faster and 49% say that they have improved their customer engagement), they overwhelmingly agree that they are in need of a stable integration solution to tame the data beast. Some important observations include:

  • Only 36% of the executives declared that their organization has achieved real-time integration capabilities with all their customer channels; rest of them have admitted that, in spite of making progress in integrating back-end process and front-end services, their data is not integrated to be operated in real-time.
  • A mere 14% admit to having their data structured in a cross-functional, synchronized system while 45% of them report that their organizations merely isolates data into silos across their divisions.
  • The percentage of executives who believe that relevant enterprise information is easily accessible to the internal teams is less than half; only 13% has declared that their organization takes efforts to share crucial customer and process information across their divisions.

Data Integration in the age of Digital Reality

It is now clear that data is theoretically and practically at the heart of the digital revolution and organizations, irrespective of when they started their digital journey, are left with the pressing need to interconnect data and their systems; integration platforms have become their knights in shining armour. With the concept of personalization evolving into the Holy Grail of marketing everywhere, accurate and intelligent data integration avenues offers the key to help enterprises unlock, explore and conquer their digital future.

From an organization’s point of view, all of the inevitable challenges in implementing a complete CX solution, as defined by Gartner, revolve around identifying, utilizing and, most importantly, not neglecting valuable customer data resources. A solid and robust integration solution that can bridge communication channels and unify data silos will prove to be the right ammo for organizations to withstand increasing demands and exploding competition.

Redefining Data Integration with AURAS

Aspire Unified Reference Architecture Solution (AURAS) is a state-of-the-art, intelligent, pre-built integration framework that helps connecting data, processes, procedures and people in one single platform. As a flexible and reusable middleware framework, AURAS is built upon a data-driven architecture to offer a sublime and futuristic solution to bring your raw data alive and convert it into a walking, talking component across your enterprise that promises incredible customer insights and improved ROI. To know more about AURAS click here.

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