Customer interaction systems that do not communicate or share data with one another make it difficult for technology suppliers to achieve operational efficiency. Efforts to get a consolidated, timely and accurate view of sales, service and support interactions – or a complete picture of prospects and customers – are often stymied by the need to wrangle data from disparate sources, including third-party partners and external data providers. Additionally, having an accurate, consolidated view of product data facilitates lean manufacturing/supply operations, as well as more accurate reporting and forecasting.
Savvy technology competitors recognize that product superiority does not necessarily translate into equal market superiority, particularly with technology changing so rapidly and incumbents being so easily displaced. Delivering a compelling customer experience that attracts and retains customers is the true key to long-term viability.