Consistently delivering fully personalized customer experiences requires very precise customer knowledge. The corresponding data frequently exists in a company – but very often it’s scattered across many different locations and is of very variable quality. This makes data integration a key success factor for customer experience management.
Data is generated at every touchpoint and during every customer interaction. This data is the basic prerequisite for optimizing the customer experience, to achieve even better personalization of customer interactions – and thus do an even more effective job of building brand loyalty.
For data-driven customer processes, however, this flood of information also represents a complex challenge. No system can work well with just any data, regardless of the condition it’s in and where it’s located. This means that the data must first be collected, merged, harmonized, and structured – while complying fully with data protection regulations.
Our goal here is to provide all data in a single availability layer – such as a “data lake”. In this way, companies are able to analyze their data much more effectively and act accordingly.
To do this, our data experts take a deep dive into your individual system and process landscapes. It often makes sense to integrate the data as part of a system integration effort. And where necessary, we also develop suitable solution architectures for greenfield projects.
In the final system, the data is automatically transferred from one point to another – it flows, so to speak. The end points may be customer touchpoints, such as forms or websites, or internal systems used to analyze and control communications.
This also includes data storage. Here the focus is on the data storage location and the question of which system the data should primarily be stored in – i.e. CRM, ERP, marketing automation, etc.
See also system integration – interfaces define the system’s internal data highway that is used to share data and trigger processes.
This includes data processing: Data is merged, transformed, reprocessed, compared with other data or enriched, perhaps also cleaned up. System operation in the context of data integration can also be a fully automatic process that happens without a single click.
Personalized website contents, correctly timed communications with appropriate content, and similar tools are currently the most common CX processes built on top of a sound database, and their full automation requires good data integration.
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More on the subject
To offer customers excellent customer experiences (CX), companies are increasingly opting for best-of-breed solutions. In other words, they combine whatever solutions are best suited to their respective business purpose, irrespective of the manufacturer. This makes for very heterogeneous system landscapes – and correspondingly great challenges for system integration.
Studies show time and again: If customers are confronted with the wrong information at the wrong time, they react annoyed and threaten to bail. The central challenge for CX campaign management is therefore: What message should I send to whom, and how and when and on which channel should I send it?
Data analytics & BI
Every person is unique – and yet certain patterns can be identified. Using data analytics and business intelligence (BI), we help you understand your customers and their needs better – enabling you to target offers and products accordingly.
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