Prioritizing personalization by unlocking customer data

The study by Forrester Consulting commissioned by Twilio highlights the challenges organizations face when providing personalized experiences through the customer journey, despite having sufficient data available for this purpose. Operational silos between departments hinder the effective use of customer data, leading to lost opportunities to increase customer satisfaction and retention. The majority of companies struggle to establish a context-rich customer profile due to disparate data collection, storage, and analysis creating data access challenges. To overcome these issues, organizations need to integrate customer-related data systems across the whole customer journey, improve cross-channel customer context, and adopt modern, centralized data platforms such as customer data platforms (CDPs). This can lead to improved customer satisfaction, higher rates of call resolution, and better sales conversions, ultimately empowering customer service and sales representatives.

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