First, what do I mean by unified experience data?
CX projects tend to be executed in silos, wasting money and time by doing the same thing again and again. To access the data your team needs, you must repeatedly build point-to-point integrations, moving data from one system into another. Often data is not easily available from older backend systems, requiring extra development efforts just to access data to support the receiving system, which slows you down even more.
When we discuss unified data, we're talking about a consolidation of your customer, product, transactional, content etc., usually from different systems such as: ERP, PIM, CRM, DAM etc., into one single data layer. Adding experience data into this adds context and behaviour.
The majority of organisations will already have a Customer Data Platform in place - this is designed to store data and enable you to segment customer groups by persona types for targeted campaigns (e.g. SMS and email). What it won't do is activate the data or make it available in a frontend experience.
A unified experience data platform will not only unify your data, but it will also activate the data and make it available in a frontend experience, delivering an award-winning customer experience and reducing the time your team must spend on lengthy integrations.
The benefits of investing in a unified experience data platform for customer experience
Increased business resilience (your CEO will love this)
Data is the fuel to every modern business engine, and for leading digital challengers, the ability to use your data to quickly adapt to changing market circumstances will determine long-term success. Your data is the core asset empowering you to react and launch new customer experiences, and ensuring its accurate and readily available in a way that enables you to change path quickly is crucial. Instant access to real-time data will make your business more resilient.
Who has time for months of data integration when your competitors are digging deeper into your revenue stream by the day?
Improve speed to market significantly
Unify and expose your experience data in one place to empower your digital teams. This data democratization will dramatically shorten your idea-to-deployment process, meaning that your team can create experiences at scale!
We've witnessed customers who built a new e-commerce shop, and right before deployment realized that the experience they had designed required data that was not accessible to them. Instead of beginning a time-consuming integration project the traditional way, they simply combined data into their unified data pool and made it available through the data platforms API's in just a couple of days!
Escape the time-consuming spaghetti integration mess
Unifying your experience data means you no longer need to move data between databases and data models that aren’t built to fit together. Stop building the same integrations over and over again with the purpose of shuffling data back and forth between different systems: this dilutes your data, takes a lot of time, and needs long term maintenance. This is time and effort that instead can be spent working on initiatives that adds customer value.
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Be relevant everywhere
Unifying experience data will speed up the launch of digital initiatives. You can instantly access all data to build an experience tailored for a specific context, such as your website, in-store displays or mobile app. As your customers interact with you, your data will adjust to maximize that interaction in real-time and create a relevant experience. You can also collect new behavioural and contextual data for insights to fuel other channels with better experiences.
Enable innovation and creativity by making CX teams data autonomous
I have yet to meet a company that can truly support the different digital initiatives required to meet customer expectations and employee empowerment.
Data always lives in silos and accessing that data always comes down to tough internal negotiations and a difference in prioritizations, resulting in frustration and team friction.
To enable innovation, you need to make sure that your data is available for the customer experience team - an Experience Data Platform from Occtoo is the perfect solution.
An empowered employee can do magic. If your team have instant access to the data they need, they can spend more time being creative with the data and innovating the customer experience, instead of spending their time trying to access the data.
Our customer Thomas Davies, Global Digital Operations Director at Cartier states:
Read the full interview with Thomas here.
“My team can now focus on designing the experience they want, and it can easily be built since they have instant access to all necessary assets. We have taken the handcuffs off our creative team.”
I am of course partial, since one of the core capabilities of Occtoo is to unify data. But give me one reason why it is better to lock data in separate systems?
Learn more about the world's first Experience Data Platform, created by Occtoo.
Occtoo is an Experience Data Platform that fast forward how digital officers, marketers and developers create relevant customer experiences everywhere. Unify all your experience data (transactional data, product data, customer data, content etc) with ease and access it from one single source. Make unique combinations of customer, context and content data and create a tailored real-time API with a click to make the data available in real-time in any frontend, channel or device.