CUSTOMER DATA
ILLUSTRATION PROVIDED BY ADOBE STOCK
THE
SECRET SAUCE FOR CONTACT CENTER SUCCESS
HOW UNIFYING CUSTOMER DATA BAKES IN EXCELLENT CXS .
BY CHRISTIAN SAFFICI , AMPERITY
In today ' s competitive business landscape , customer service has become a critical differentiator . As customer expectations evolve , contact centers are transforming from cost centers into strategic assets .
24 CONTACT CENTER PIPELINE
THE CHALLENGE OF FRAGMENTED DATA IS REAL
A key driver of this transformation is the unification and activation of customer data within the contact center environment .
But across industries , organizations find themselves grappling with a pervasive and persistent challenge : the fragmentation of customer data across a multitude of disparate systems and touchpoints . This fragmentation is not just a minor inconvenience but is a significant obstacle that hampers efficient customer service delivery .
It ' s not uncommon for contact center agents to navigate a labyrinth of 15 or more different systems just to assist a single customer with their inquiry or issue . Or worse , to not have access to these systems because they are too costly to manage .
... ORGANIZATIONS FIND THEMSELVES GRAPPLING WITH A PERVASIVE AND PERSISTENT CHALLENGE : THE FRAGMENTATION OF CUSTOMER DATA ...
This complex juggling act leads to a host of problems , including operational inefficiencies , frustratingly long resolution times , and most of all a disjointed customer experience ( CX ) that falls far short of modern expectations .
The consequences of this data fragmentation are far-reaching :
• Customers find themselves repeating information they ' ve already provided , leading to frustration and a perception that the company doesn ' t value their time or business .
• Agents , meanwhile , struggle to piece together coherent pictures of customers ’ histories and needs , often feeling ill-equipped to provide the level of service they aspire to deliver .