The days when customers had patience are long gone. Today, they know you’re tracking their cookies, gathering their data, and creating personas based on the intel they give you. They expect you to have something to show for all that. In other words, their willingness to share data with you runs out as soon as they aren’t seeing results.
What kind of results do customers want? A personalized, consistent experience with your brand. They want to feel known and heard. But if the data you’re gathering about them lives in separate silos, you’re not going to be able to show that you hear them or know them. Because with everything living in different places, you don’t.
Fortunately, integrating your data doesn’t just help you improve CX.