2 data integration capabilities every customer experience management program needs

Ashley Edgar | Oct 8, 2020 Ashley Edgar 10/08/20

By breaking down data silos and providing a cohesive look at the customer experience, an experience management (XM) program that integrates across systems helps put disparate datasets in dialogue and drives meaningful change across your business.

But not all data integration solutions are created equal. To find out if you’re getting the level of integration you need from your XM program, make sure it passes these 2 tests:


1. Provides open connectivity to uncover more mature experience management insights

The more of your tech ecosystem you integrate with your experience management program, the greater ability you'll have to dive into the meaning behind metric movement—adding richer context to your customer experience (CX) scores.

That’s why it’s so important to partner with an XM provider that makes it simple to connect systems—streamlining integrated data into one reporting platform and providing access to real-time feedback, 24/7. This data + insights-rich environment allows for better connection and a more personalized feedback exchange with your customer.

In addition, access to more specific details about an experience can help uncover blind spots and provide an opportunity to answer bigger business questions. For example, let’s say a restaurant brand wants to run product testing on a limited-time offer (LTO), so they add a question asking customers who ordered the LTO if they were satisfied with the item and intend to purchase it again. This data could help the brand determine if they would benefit from running the LTO more often or adding the product to their full menu.

Going a step further, the brand could then integrate third-party delivery data and see how that affected the customer’s overall experience. Connecting CX scores with delivery insights would help the brand get a complete overview of the customer journey—possibly learning that a slow delivery time from the provider resulted in the food arriving cold and was the biggest reason for the customer’s dissatisfaction with the LTO.

By strategically layering different types of data—instead of piling it on without context—brands can pinpoint specific gaps in the customer experience and take targeted action that drives improvements and increases revenue.  


2. Implements agile technology that evolves with the needs of your business

What you require from a data integration solution is not the same as anyone else. Yet, there are many experience management providers that offer limited options or customizations—producing results that are limited.

On the other end of the spectrum, there are XM providers that offer the integrations you need—but only with a DIY approach that leaves your team wasting precious time sifting through numerous types of data, trying to piece it all together.

The most resourceful data integration solution falls in the middle—providing customizations that are meaningful and most impactful to your business. You should seek out a developer portal that makes it easy for you to self-serve integrations when you prefer, but also provides team support should you need it.

This way, you’ll be more responsive to the changing needs of your business. And if we’ve learned anything in 2020, it’s that consumer behavior can change in an instant. To stay ahead of evolving trends and meet new customer expectations, you need access to adaptive technologies that provide a seamless transition when business priorities—and integration needs—shift.


Is data integration leading your business to rich insights?

At its best, data integration is a resourceful way to empower businesses to streamline customer feedback and share insights across the enterprise. At its worst, it produces a confusing mess of data that has no contextual meaning or valuable impact. Which type of data integration is your XM program providing?

Successful businesses know it takes specific information to create targeted action. The right integration solution doesn’t just provide you with more data—it helps you uncover the kind of specific insights your team can use to drive real change.

To learn more about the benefits of an insights-driven program, download the best practice guide: Anatomy of a true CX insight.


Ashley Edgar | Director, Product Implementation

Customer Experience Update