Why Organizations Are Investing in Customer Experience Platforms

The customer searches for the software solution on the company website. Later, they evaluate pricing and contact sales via live chat in the evening with some last queries. Instead of receiving a connected experience, they have to repeat their requirements at every touchpoint.     

That’s why companies are now investing in Customer Experience Platform (CX). Instead of considering each touchpoint as a silo, CX platforms integrate both the data about customers and customer engagement into one ecosystem.  

This article brings out the significance of the customer experience platform for businesses. 

The following technologies form the foundation of a customer experience platform. 

1. Customer Data Platform (CDP)

The CDP consolidates all the customer data gathered from different touchpoints into one customer profile. 

The customer browsing history, purchases made, and support interaction can be used by a retailer to suggest products for the next visit of the customer.   

2. Journey Orchestration and Automation

Automation tools manage customer interactions across buying journey. These tools send personalized messages based on the customers’ behavior. 

If the customer downloads a whitepaper without requesting a demo, the platform sends them more follow-up material.   

3. Real-Time Analytics and Reporting 

Analytics track the customer behavior, helping organizations detect patterns of engagement, issues in services offered, and campaign performance. 

A financial organization detects an unexpected spike in the number of abandoned applications on its website and investigates the reason behind it. 

Taking care of individual interaction meets the needs but builds no relationship.  

1. Siloed Data Makes Bad Decisions

Without unified data platform, it is difficult to understand the overall relationship between customers and the business.  

Sales reaches out to the customer with an upsell opportunity when the support department is still dealing with an existing service issue. 

2. Personalization Requires Customer Context

The Customer Experience Platform (CX) integrates customer data to offer meaningful engagements throughout the journey. 

A retail business offers product recommendations depending on the browsing behavior, past purchases, and customer service exchanges rather than the recent purchase.  

3. Multi-channel Interaction Needs Seamless Engagement 

Multi-channel interaction needs all the channels to share customer data and continue with the conversations. 

A customer adds items in an online shopping cart, buys them using the mobile app, and is updated about their delivery status via emails without manual intervention. 

4. Business Performance Relies on Full Visibility

For better retention, identifying service gaps, and optimizing engagement strategies, an organization must have full visibility of the customer’s lifecycle.     

SaaS Company examines onboarding, usage, and support experience of customers to find at-risk accounts prior to renewal.    

Service has become a part of business growth rather than a post-sales activity.  

1. They Turn Support Teams into Relationship Builders

Service agents gain access to a customer's complete history, allowing them to provide relevant assistance. Better service experiences encourage repeat business. 

A software company’s support agent looks at the customer's product usage history, past tickets, and subscription details before suggesting about the feature fixes.   

2. It Creates Revenue Growth Opportunities

Sales opportunities arise from understanding the customer's needs.

Cloud services provider suggests more storage space during a support session upon realizing that the customer's usage is near its limits.  

3. They Offer Information that Helps Improve

Customer Experience Platforms (CX) collect data and analyze performance across all touchpoints.

Telecommunications company identifies common issues with its mobile app and improves it based on customers’ feedback.   

Each experience builds on the perception of a brand by the customers. Companies which are unable to make this connection will lose their credibility and loyalty among customers. That’s why the customer experience platform is an investment and not an upgrade. They are helping define how organizations compete, grow, and retain customers over the long term.