Connecting the Disconnected: The Promise of a Holistic Customer Experience


Now more than ever, companies are competing on customer experience and the emotional connections they can make with consumers as they deliver it. But even while many top brands recognize the importance of delivering consistent customer experiences, customer interactions are still largely spread across different teams and various disconnected systems.
We’ve all had the experience of something going wrong with a brand – whether it’s an incorrect size or a damaged item, or a service that was delayed or never fulfilled. And while you're reaching out to the customer service team to get things fixed, you're still receiving marketing pushes to buy more. This interaction isn't just frustrating for the consumer, it can also diminish a company’s brand in their eyes.
In a recent study Selligent Marketing Cloud conducted across 7000 global consumers, three-quarters of those surveyed agree that it’s crucial for brands to understand a consumer’s current context and not just use every communication as a chance to sell them something. This is why I’m very excited about the alliance we announced this week between Selligent Marketing Cloud and Calabrio CX Analytics.
First-of-its-kind Partnership Between Selligent Marketing Cloud and Calabrio
By integrating Calabrio CX Analytics with Selligent Marketing Cloud, we are connecting outbound (marketing) and inbound (customer care) interactions to enable businesses to deliver a coordinated customer experience, starting with a few typical scenarios:

  • If a customer calls about a damaged product they purchased, the integration will allow the marketing team to suppress further communications with that particular customer until the situation is resolved.
  • Based on knowledge learned from a recent contact center interaction, marketing can go beyond the traditional post-customer service call satisfaction surveys and deliver a richer, more tailored, and impactful campaign that drives positive ongoing relationships. Have an unhappy customer? Automate a discount offer on their next purchase.  
  • Marketing can receive information about trending topics that are coming into the contact center and tie that back to upcoming campaigns to drive relevant offers, upsells and cross-sells.  

With rising consumer expectations, delivering thoughtful, tailored, and consistent communications across all consumer touchpoints is the only way for brands to strengthen customer relationships and build long-term loyalty. This market-first partnership takes us a step closer to delivering on the promise of a truly holistic customer experience that consumers today expect.
Ready to experience your new favorite marketing automation platform? Contact us today to find out more about Selligent Marketing Cloud!