In our first blog in this three-part series, we explored how treating internal teams like customers can accelerate your Cloud transformation. But transformation isn’t just about internal efficiency; it’s also about how well you harness customer data to create seamless, personalised experiences.
Part 2: Composable platforms
In this second installment, drawing on insights from our recent Cloud pacesetter’s handbook, we’ll explore how siloed customer information holds businesses back, and how integrated, composable platforms are revolutionising customer experience.
Collecting data from your customers is a great start. Analysing that data is an even better next step. But are you truly maximising the insight that can be extracted from that data?
The problem with traditional data silos
Historically, customer data has been trapped in disconnected systems; CRM in one place, marketing data in another, support tickets somewhere else, with this fragmentation creating blind spots in customer understanding. Additionally, with these legacy systems often operating on batch processing, insights are perpetually outdated. The combination of these prevents businesses from delivering a joined-up customer experience.
Enter composable platforms
Composable platforms fundamentally reshape how businesses handle customer data.
By leveraging APIs, businesses can build a unified data architecture, creating a seamless flow of information across all customer touchpoints. Every interaction, whether through sales, marketing or support, contributes to a comprehensive customer profile that updates in real-time.
Combining these APIs with a composable (otherwise known as a modular or microservices) architecture, businesses can easily integrate new services, with the ability to swap in and out as necessary. This gives the freedom to experiment with AI and ML tools for predictive analytics, as well as other tools for automation and real-time data processing.
This flexibility enables organisations to adapt quickly to changing needs and incorporate new capabilities without massive restructuring.
Enabling hyper-personalisation
The combination of real-time data integration and AI-powered analytics can transform the customer experience.
With every customer interaction informed by the full context of their relationship with your business, support teams can see recent purchases, marketing can see service interactions, and sales can see product usage patterns; the customer experience can truly be personalised.
Through advanced analytics, businesses can anticipate customer needs and behaviours, enabling proactive engagement rather than reactive responses. This might mean predicting when a customer is likely to churn, or identifying the next best action for each individual.
The business impact from taking this approach to data is immense. Tangible benefits seen across industries include increased customer satisfaction through more relevant and timely interactions, higher conversion rates from better-targeted offerings, and reduced customer churn through early intervention.
A foundation for the future
The future of customer experience lies in delivering customers what they want before even they know they want it. Composable platforms provide the foundation for this future, enabling businesses to make the most of their data to deliver increasingly personalised customer experiences.
As customer expectations continue to rise, businesses that embrace these modern platforms will be best positioned to thrive. The key is starting the transformation now, focusing on creating a flexible, integrated foundation that can evolve with your business and your customers' needs.
At AND Digital, we offer an end-to-end service that combines strategic insight, technological capability, and cultural change to help you build a future-proof Cloud strategy. Our approach not only optimises your platform, but also drives long-term customer relationships and business growth. Contact us today to discover how we can partner with you on your journey to success.
