Data silos can hinder channel integration, leading to fragmented CX and lack of personalisation, says Charlene George, sales director at Connect SA.
Amid the intense competition of today’s market, delivering exceptional customer experience is mission-critical for companies that want to attract new customers and retain them throughout the customer lifecycle.
While organisations have opportunities to gather customer information at every touchpoint, many fail to leverage this data effectively due to inadequate data collection, storage and integration capabilities. Operators also require the tools and capabilities needed to analyse the information in real-time.
To overcome this challenge, contact centres must invest in cloud-based solutions that enable seamless data sharing and discovery across the organisation, and provide instant providing agents with real-time access to integrated data that empowers agents to provide personalised, relevant and efficient service.Without a clear understanding of the operation, companies often invest in capabilities that are not aligned with their specific needs.
However, operational and data silos can hinder channel integration, which typically leads to fragmented CX and a lack of personalisation., allowing operators to personalise engagements via automated digital or agent-assisted interactions. This delivers consistent, relevant and personalised CX at scale.
Charlene George CX Contact Centres Customer Experience Customer Insights Data Integration Customer Lifecycle. Customer Loyalty
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