A good digital experience is about facilitating information flows between the organization and its customers. Whether answering questions on community bulletin boards, self service through FAQ’s, email communications, interactions with call center agents or text exchanges with bots, the objective is to give customers the information they need to use a product, make a selection, solve a problem and achieve their overall goal.
At the heart of this is knowledge in various formats. In the AI world, it is referred to as “training content” – the knowledge assets that support customers directly or indirectly. Whether training a support engineer or training an AI driven virtual assistant, harvesting and reusing these assets is key. However in most large organizations training platforms, knowledge bases and support applications have evolved organically with different architectures, changing ownership, fragmented taxonomies and disparate approaches. Some believe that AI and machine learning will solve this problem but while these technologies are promising, not every support application and knowledge source is amenable to a fully automated approach. Even when that is possible, certain elements have to be in place.
In this edition of the Earley Executive Roundtable, our panel of experts will tackle such questions as:
What does the changing technology landscape mean to support organizations, call centers, and customer service functions?
Can knowledge be captured and structured for reuse in a sustainable, economically viable way?
How can the customer be supported throughout their journey by knowledge that originates in different parts of the organization?
How do processes need to evolve to provide an end to end seamless, positive experience?
Why don’t we hear more stories about companies that are delivering a truly unified customer experience across channels? We don’t hear about it because very few organizations are doing it. Meanwhile, customer expectations are growing. They assume you “know them” well enough to predict what they want, when and where they want it. When you don’t deliver, their disappointment impacts brand and performance.
The reality is, while the data is there (in data warehouses or more recently data lakes), the insights and connections to customer facing applications are not.
The Customer Data Platform (CDP) Institute states the challenge succinctly: "A unified customer experience is impossible without unified customer data.” The solution may come from a new approach – The Customer Data Platform (CDP) – that focuses on, and integrates data for specific marketing uses.
Join us for this special-edition Earley Executive Roundtable, as we hear from experts and early adopters about the benefits and opportunities that a CDP approach can offer. In this session our panelists will share:
Stories about pioneering companies who have put marketing in control of the data unification project using a CDP.
The methods for applying specialized technologies and pre-built processes that are tailored to meet marketing data needs.
How CDPs enable a faster, more efficient means of integrating customer data than general-purpose technologies.
Re-thinking unified customer data challenges – no longer as a data base project, but instead, as a data and system integration solution.