Your Customers Interact with Your Brand in Real-Time

Your Customers Interact with Your Brand in Real-Time

Today’s digitally-savvy, continuously connected consumers have no patience for data latency and data silos that are the main obstacles to a relevant, personalized CX.

Today’s digitally-savvy, continuously connected consumers have no patience for data latency and data silos that are the main obstacles to a relevant, personalized CX.

Ambitious marketers recognize the power of customer experience (CX) to differentiate and have a material impact on revenue. However, achieving this outcome is easier said than done: Today’s always-on, continuously connected consumers expect brands to orchestrate interactions across multiple channels, in a personalized and relevant way. Anything less, and brands run the risk of introducing friction into a customer experience which will quickly drive customers to a competitor.

Consider a 2019 Harris Poll, where 63% of consumers surveyed said that a personalized CX is now part of the standard service they expect, and 37% claimed they would stop doing business with a company that fails to offer such an experience. Brands though, struggle to meet this expectation; marketers in the Harris Poll survey said that real-time engagement (50%) and customer understanding (48%) were the top challenges in providing an exceptional CX.

See also: More Than Personal: Customer Experiences in the Post-Digital Age

What Do We Mean By “Real-Time”?

The simplest answer to this question is that real-time is whatever you need it to be to move at the speed of the customer. For all intents and purposes, this usually eliminates batch processing of customer data as sufficient to deliver a personalized, relevant experience that is in the cadence of a customer journey – particularly as consumers are moving to more digital channels and a digital-first experience.

A typical website browsing experience, for instance, may entail a visit to numerous landing pages, a chatbot session, a filled and abandoned shopping cart, or even a timed-out browser as a guest checks out a competitor’s website. A consumer may even bounce in and out of the website to check emails or engage with a mobile app. A brand that possesses a single view of the customer by integrating every conceivable piece of customer data, and makes that single view accessible in real-time, is capable of intelligently orchestrating the entire experience to provide the customer with a next-best action the moment the customer appears in a channel, or even on a specific landing page.

Ensuring the single view accurately reflects the behaviors, preferences, wants and needs of the customer at the precise moment a real-time decision is rendered requires not just real-time access, but that all the underlying customer data that constitute the single view is also in real-time. A real-time decision made on data that is minutes or in some cases seconds old – as a website browsing experience shows – may not be relevant to the customer’s journey in the precise moment of interaction.

analytics customer experience management from our experts customer experience management machine learning real-time analytics real-time decisions

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