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Want a 360-Degree View of Your Customers? Look to APIs.

By Lori Angalich | Tue, Feb 05, 2019

It’s no secret that customers want a connected, on-demand experience—but companies often fall short of delivering on those expectations.

According to the Consumer Connectivity Insights 2018 report, 81 percent of consumers are frustrated with what they perceive to be a disconnected experience, and more than two-thirds of consumers say a disconnected experience would make them consider switching service providers.

Part of this may be because 65 percent of consumers also want to interact with companies via messaging apps such as WhatsApp and Facebook Messenger, but a large part of the disconnected experience is because companies don’t have a 360-degree view of the customer.

The research found that less than 10 percent of companies have a 360-degree view of the customer. They only have access to a fraction of customer information in real-time, which not only hampers customer service levels but also makes it challenging to create personalized Web and mobile interfaces, applications and other tailored experiences for their customers.

However, organizations often face challenges when attempting a 360-degree view of the customer, usually due to their current IT architecture. Manual aggregation is too time-consuming and doesn’t deliver data in real-time. The data changes quickly, making it difficult to process in a timely fashion. Their static data lakes are not flexible enough to allow companies to get the most from their data, and integrations can be complex and brittle due to the number of disparate systems and the data silos they create.

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