The future is unified: marketing at the speed of experience

Campaign ME

3 days ago

Picture a customer zipping through a brand's universe: spotting a post on Instagram, clicking on a website, placing an order while chatting with a bot about express delivery, and later tweeting about a delayed order – all in one day. Every interaction is make-or-break, and a single misstep could send that customer packing. As marketers, we're juggling a million touchpoints to deliver seamless, unified and personalised experiences that keep up with today's demanding buyers.
Deloitte's 2024 research tells us 78 per cent of consumers want personalisation that delivers real value – think discounts or exclusive deals, not just generic suggestions. Unified Customer Experience Management (Unified-CXM) is the linchpin for turning this complexity into loyalty by helping brands keep up with today's channel-hopping, expectation-heavy consumers.
The consumers today are a restless bunch, oscillating between social media platforms, websites, apps, and peer reviews, expecting brands to match their pace. They might discover you on TikTok, check reviews on Reddit, compare prices on Google Shopping, and then buy through Amazon. One delayed response here and one impolite exchange on X, and they're gone. Social media has become the new storefront, with 40 per cent of Gen Z kicking off product searches there instead of Google. In the U.S., social commerce pulls in upwards of $70 billion a year, and platforms like TikTok alone rake in $1 billion monthly. Customers are discovering and purchasing in one fluid motion, and brands must meet them in the midst of this whirlwind: Everything Everywhere All at Once.
So what's the catch?
Way too many brands are grappling with a tangle of disconnected tools – CRMs, social platforms, analytics- that leave them with disjointed information and frustrated customers. Multiple Forrester and McKinsey studies show brands with unified customer data grow revenue faster than those wrestling with silos. Unified-CXM fixes this by pulling data from social, web, and CRM systems into one view, letting brands craft interactions that feel intuitive.
Say you're rolling out a luxe, eco-conscious fashion brand aimed at a niche crowd who value sustainability. You connect your digital channels to spot someone eyeing your summer collection on Instagram, then hit them with personalised offers via email or in-store. That kind of smooth, tailored experience hooks those selective shoppers, building loyalty and setting your brand apart in a crowded market.
Then there's AI, the game-changer making these experiences possible. It's not just about automating tasks anymore; it's about real, human-like connections. For example, a beauty brand that lets customers virtually try on makeup through AI-powered tools or generative AI, which can handle entire customer journeys – from understanding a chatbot query to pulling up past orders and guiding them to checkout with a custom deal. Conversation is the new interface, the new way to shop, replacing click-based workflows for something that feels more natural. To make this work, brands need AI-native tools designed to optimise every step of the journey, from sparking interest to sealing the sale.
Speed is another non-negotiable. Customers expect brands to move as fast as they do, whether it's resolving a complaint on X or jumping on a trending topic. Standard Chartered, for example, can streamline its customer service by integrating social platforms like WhatsApp, allowing agents to resolve enquiries in minutes with full context from past interactions. Or look at McDonald's, who noticed a social media buzz around plant-based diets. By quickly analysing real-time data, it rolled out targeted campaigns for a new vegan option, keeping it relevant to health-conscious diners. These brands show how real-time agility lets you seize opportunities and turn potential detractors into advocates.
Trust is what seals the deal in this decentralised world. Customers don't just believe your ads anymore; they trust what they hear from peers, family, or influencers. Brands like Patagonia prove this, winning loyalty through transparent supply chains and zero traditional marketing, relying instead on authentic word-of-mouth. Your brand's narrative isn't just on your website; it's scattered across every touchpoint, shaped by voices you don't always control. Unified-CXM helps you monitor and steer these conversations, ensuring every interaction builds trust and reinforces your story.
For marketers, this is a wake-up call. You're not just running campaigns anymore – you're steering the ship for growth. Today, 62 per cent of marketers say customer experience is now marketing's domain, not sales', putting you at the heart of how customers connect with your brand. Plus, 88 per cent of marketing leaders are on the hook for revenue goals. That means unifying data to predict what customers want, leaning on conversational AI to make interactions feel human, and moving fast on real-time insights.
Case in point, Sephora. Since launching its AI-powered Sephora Virtual Artist chatbot in 2016, the beauty retailer has shifted from traditional sales to interactive, customer-focused experiences. This embrace of AI and digital innovation expanded its customer base, boosted brand loyalty, and grew e-commerce net sales from $580 million in 2016 to over $3 billion in 2022, a fourfold increase in six years.
The old marketing playbook is gone, and that's not a bad thing. Fragmented tools and siloed efforts won't cut it in a world where billions of customers drop breadcrumbs of intent daily. Sticking with disjointed systems risks broken experiences and missed opportunities. Smart brands are moving to unified ecosystems that activate data across touchpoints, power AI-driven automation, and deliver consistent experiences.
This is marketing's new frontier. As marketers, we've got to tear down walls between teams, ditch those one-off tools, and let tech work its magic. It's about leading with a clear plan, staying nimble, and tying it all to the company's big picture. We're at a turning point, and the future belongs to those who unify data, humanise experiences through AI, and respond in real time to turn marketing into a growth powerhouse. Choose transformation and turn the chaos of today's customer journey into loyalty that lasts.
By Arun Pattabhiraman, Chief Marketing Officer at Sprinklr.