Derive more value from your customer experience program through data integration with out-of-box connectors + open APIs

Ashley Edgar | Mar 3, 2021 Ashley Edgar 03/03/21

While most brands have adapted and stood up multiple listening points for feedback and engagement across the ever-growing network of customer touchpoints, this information is often disparate and disjointed.

But when you eliminate those silos and integrate datasets, you stand to gain big. As Forrester states in The Forrester WaveTM: Customer Feedback Management Platforms, Q1 2020, “…Integrations play a critical role in VoC programs—helping connect customer feedback and data across the enterprise, bringing together multiple channels and lines of business to enable a holistic view.”

With the right data integration capabilities, brands can connect customer interactions and feedback channels in a unified platform. Additionally, data integration helps brands:

  • Leverage existing data to deliver smarter, more personalized interactions
  • Understand how one dataset impacts another
  • Gain more meaningful, holistic insight from their XM program

Now is the time to take a good look at what level of data integration you’re getting from your experience management (XM) vendor. Ensure their integration capabilities are providing you with these 3 benefits:

1. Technology makes data integration simple + efficient

Market-leading data integration technology should include a reporting platform featuring a robust set of out-of-the-box connecters that include both enterprise management systems and hundreds of industry-specific platform applications. Beyond these turnkey solutions, API portals enable developers to custom-configure integrations to program needs.  


As datasets are put into dialogue, the reporting dashboard becomes more than just a performance-tracking or problem-diagnostics tool. It serves as the primary means of investigating how each data source impacts the others—and which strategic improvements will have the biggest impact on your customers.

With side-by-side visualizations configured to the reporting needs of each level of your organization, users will be able to:

  • Access a more holistic view across customer touchpoints + operational data sources to enable smarter decision-making and prioritization
  • Flag issues across systems that may have downstream effects on the customer experience
  • Drill into channel-specific reports for further analysis without leaving the dashboard
  • Respond to time-sensitive issues across touchpoints with in-platform case management

2. Integrations deliver more personalized engagements across the customer journey

In addition to the organizational benefits of having fewer systems to toggle between, integrating data sources enables brands to build better customer connections by delivering more personalized experiences.

Whether it’s integrating real-time POS data to customize survey content or leveraging details housed in CRM systems to deliver incentives based on past purchases, an integrated approach to experience management showcases your commitment to the customer by using each interaction to inform strategic improvements for the next.

With this all-inclusive, holistic view of your customer, you can spend less time worrying about how to make sense of your data and more time using it to drive smarter engagement and build customer loyalty.

3. Industry-specific integrations maximize business outcomes

You require an integration ecosystem that provides industry support to ensure you’re leveraging insight along the entire customer journey.

Here are a few industry-specific examples of brands using integrations to optimize operational efficiencies and a high-level view of the benefits they’re seeing:

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Olo integration with email + SMS invites:

  • Increased response rates
  • Streamlined incentive distribution
  • Reduced gaming
  • Smarter, shorter surveys

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Video feedback integration:

  • Links customer faces to feedback
  • Provides a deeper understanding of sentiment
  • Drives a deeper customer-centric culture


IVR/call center integration:

  • One spot for field resolution
  • Comprehensive analyzing + tracking
  • Decreased labor in routing + answering calls

Bring more power to your customer feedback with data integration

You deserve data integration that is straightforward + efficient—so you have better, richer insights to impact your business outcomes. With more than 200 types of industry-specific integrations, SMG works hand-in-hand with clients through implementation and provides continued support customized to their specific needs.

Learn more about how SMG is leading the market in data integration capabilities.

Ashley Edgar | Director, Product Implementation

Customer Experience Update