Tata Consultancy Services has introduced Connected Intelligence Platform, analytics software capable of merging customer information across an enterprise -- and beyond -- into an intelligence dashboard with the goal of delivering a better consumer experience.
“What is happening now is that really successful companies today are trying to sell great experiences,” said Marcus Hearne, global head of digital software and solutions marketing at the mumbai-based companys. “As always, no one wants to sell a product based on the lowest price. That’s a very small niche of buyers who are looking for that now. Everyone is competing on experience and that’s basically the bar that’s been set.”
Traditionally, he said companies break customer interactions into groups -- marketing, sales, delivery, support -- which leads to departments in the organization having a different view of the same customer, and each hoarding its data.
“You start building up all these siloed pictures of the customer and their experience,” Hearne said. “All of those have got to come together … Consumer are increasingly expecting that curated and connected experience.”
The Connected Intelligence Platform is capable of connecting diverse sources of data from the Internet of Things, customer records, physical stores and branches, and unstructured data, for designing immersive customer experiences. Using augmented intelligence and machine learning, the platform helps companies design and deploy analytics use cases that are highly customized for their needs and which continuously improve.
“There’s two major elements: it’s the level of experience, like how good it is, how good is it at anticipating my needs, what am I basing it on -- and its usually other great experiences that I’ve had even outside the industry that I’m dealing with -- and then bringing all of that together across that ecosystem of experience, both the data and then the partnerships to make it all actually happen,” Hearne said.
The platform works in real-time, giving enterprises visualized data sets, to uncover insights into consumer patterns. Tata said it allows people to better target offers when they will be best received and, as a result, most effective. Hearne said by doing this, businesses give the consumer a tailored experience.
“It allows all the information into a unified view to create and curate an optimized customer experience that goes even beyond the organizations four walls into partners and everything else,” Hearne said. “That’s really the key to it. It is that end-to-end piece. There’s plenty of customer engagement solutions out there but they’re all focused on a piece of the engagement. Like I said, the marketing the sales the transaction, the service, the so forth. This brings this whole thing together into one.”