Customer Data
What is Customer Data?
Customer experience data provides information needed to make CX better. Connecting all customer data across an organization, including sales, marketing, social media, front office and back office, enables agents to view, manage and optimize the customer experience. When agents have visibility to all customer data, they are empowered to provide personalized, proactive and quick resolutions. The integration and analytics of customer data allows businesses to gain valuable information about customer behaviors and insights into areas for improving customer experience and loyalty.
Customer data covers everything an organization knows about a customer: identity and account details, purchases and transactions, past interactions and their outcomes, survey responses and digital behavior. In most organizations this data is spread across CRM, billing, marketing, support and back-office systems.
For the contact center, the challenge is bringing the relevant pieces together at the moment of an interaction, without exposing more than is needed. Typical uses include showing a unified customer view to agents, grounding AI responses in accurate account information, and analyzing interaction data to find the causes of repeat contacts. Good practice also covers data quality, consent, access controls and retention, since customer data is subject to privacy regulation.
Related: Customer context, Conversational data, Contact center CRM integration, UW Insights.