Removing Data Silos to Improve the Customer Experience

Have you ever been to one of those restaurants with a deconstructed menu. Like, they’ll give you a deconstructed salad or deconstructed chicken parmesan. Your meal’s multitude of plates takes up 80% of the table and you force the rest of your party to fight for the rest. It’s supposed to be an elevated experience but in reality it’s just a plate of plain spaghetti, baked chicken, a bowl of tomato sauce, and a side of grated parmesan. If I wanted to put the ingredients together myself I would’ve stayed at home.

It’s the combination of the ingredients that I’m looking for! Don’t keep everything separate otherwise all I’m eating is a bowl of plain spaghetti. 

Deconstructed meals are a lot like siloed customer data. The data exists separately instead of in one central location. And much like deconstructed meals, the data would work a lot better if it was all combined. 

Approaching your customer data should be as integration-focused as possible. The more data being analyzed at once, the more you will learn about your customers. If data libraries are siloed from each other, there will be a lot of excluded information from each set. 

Let’s say you are a service provider and one of your customers uses both your website and app. They have web push notifications turned on but prefer to manage their account within your app. They pay a bill in the app and then a week later, your customer gets a web push message saying it’s time to pay their monthly bill. 

The user would likely do one of these next steps: 

  • Think the payment did not process and go through the motions once again in order to pay again and then realize that they did indeed pay, likely feeling frustrated for wasting their time
  • Know they paid and ignore the message
  • Know they paid and feel annoyed at the message, perhaps prompting them to turn off web push notifications

If the best outcome of one of your messages to a customer is “ignore it” then there’s a problem in need of fixing with your customer engagement.

Or think you’re a ticketing app for entertainment events. Let’s say a web push notification prompted a customer that their favorite musician is hosting a concert next week in their home city. They click on it and purchase 2 tickets. A few hours later, your app messages them the same thing even though they’ve already purchased tickets. The campaign they should be receiving would be a supplementary campaign to the ticket instead of the ticket itself. Maybe a campaign to add parking to their concert or a similar concert, but the campaign they do receive is the same message they received hours ago. Instead of increasing the potential revenue of that customer, you’re simply annoying them with redundant messaging.

What if you have a sports retail app and they’ve selected hiking and running as their favorite sport in their profile. This is valuable data but if it’s only houses in your app data center, your web push data won’t be aware of their preferences. Every basketball or football or soccer campaign you run could find its way onto their screens and after awhile, so many irrelevant messages arrive and the customer turns off web push notifications. They’re no longer receiving any messages that could potentially increase their revenue. 

These interactions would only occur with siloed data. If your app and web push notifications data are housed separately, a payment in the app may not translate to a web push notification center prompting users who have not yet paid their bill to do so.

However, through an integrated approach that pulls in data from all channels, you’ll be able to deliver an omnichannel digital experience to your customers. Consumers these days expect a seamless interaction between all channels under your brand’s umbrella. Information input into one channel is expected to be translated to another. 

Not only will interactions and engagements be seamless as data translates across platforms, you’ll learn more about your customers too. Double the data is double the fun! Or triple…or quadruple…however many channels are communicating together. You can learn a lot from how users interact with your app. You can also learn a lot from how users interact with your website. Combining all these interactions into one customer profile will give you the most information about each customer so you can provide them with the best experience with your brand, and also extend their lifetime value.

Investing into a digital intelligence platform is a necessity in today’s digital world if you want to break down data silos and deliver smarter engagements with your users. Through combined, powerful data, brands have the access and tools to keep their customers happy, driving their brand loyalty skywards. 

A cohesive experience will keep your customers opted in to your engagements, your messages, and your relationship. And the only way to secure a truly cohesive, relevant experience, is to access a truly cohesive platform. 

Don’t provide your customers with the brand-version of a deconstructed chicken parm. Give them all the chicken-spaghetti-sauce-and-cheesy goodness tied in together in their brand experience. Cook up the crème de la crème customer engagements they crave.

For more information on how data integration is impacting the telco industry, read our eBook, The Acceleration of Digital Transformation in the Telecommunications Industry

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