Digital Customer Experiences: Integration Opens A World Of Optimization Possibilities
Blog: Randy Heffner (Forrester)
What if you could look over the shoulder of every one of your customers as they used your mobile apps, web pages, kiosks, and other digital channels? What could you learn? How might you use what you learn to dynamically adjust your digital experiences?
In the days when web applications were king, this type of insight was doable with simple web analytics and similar tools. Today, continual experience optimization is much more difficult because of:
- Multiple interaction channels. You must collect, correlate, and analyze data in a coherent way across multiple channels of customer interaction. A single customer interaction may cross between channels or even use more than one channel at the same time.
- Many back end servers. You must integrate data from multiple back end servers including recommendation engines, commerce, mobile application servers, digital asset management, community, collaboration, messaging, and more.
- The need for rapid change. You must quickly change any or all of your digital experiences and back end services based on what you’ve learned.
- The need for contextual experiences. You must use each individual customer’s context to dynamically adjust experiences in real-time.
Behind-the-scenes integration is the key technical enabler for a cycle of continuous insight and optimization. Integration is needed to:
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