Most brands can spot a customer signal, whether it’s a survey response that reveals a new need, campaign performance beginning to slide, or a customer making a purchase that should change what is relevant to them moving forward.
The harder part is deciding what to do before the moment passes.
As Kabir Shahani, Co-Founder and Co-CEO of Amperity, told CX Today in a recent interview:
“The signal that you might see in a dashboard or you might see in the data can still trigger several handoffs between several teams.”
That is the customer engagement problem hiding behind the industry’s personalization claims.
Marketing may spot an opportunity, analytics may need to verify it, a campaign team may have to define the audience, and another function may need to activate it.
Meanwhile, customer service, commerce, and in-person teams can hold different pieces of the same story.
By the time everybody agrees on a response, the customer may have moved on.
Customer Data Was Only the First Problem
For years, customer data platforms have promised a unified view of the customer.
That remains important. It is hard to make a useful decision when records sit separately across marketing, commerce, service, and loyalty systems. But many businesses have moved beyond the question of whether they can build a customer profile.
They have the dashboards; they have campaign tools; they may even have a reasonably complete view of a customer’s behavior, but they still cannot always act quickly enough.
That delay can be highly problematic when the business is trying to resolve a service issue, respond to a change in customer behavior, or make an offer while it is still relevant.
Amperity’s answer is Pér, a new product designed to investigate a customer-data question, recommend an action, and prepare that action for approval across connected tools.
“Pér brings that investigation, those recommendations, and the approval into a seamless single governed workflow, which helps teams reach a decision faster,” Shahani said.
From Survey Response to a Customer Journey
One early Pér use case came from MacKenzie-Childs, a homewares brand that wanted to understand survey responses from customers buying wedding, bridal, registry, or engagement-related gifts.
Without an automated workflow, that could involve exporting responses to a spreadsheet, manually categorizing written feedback, matching it to customer and product data, checking contact permissions, building an audience, and deciding what to send.
According to Shahani, Pér identified 3,000 distinct customers connected to those occasions. 90% were already opted into email.
The system then proposed a welcome and registry engagement journey, including potential email treatments for the team to consider.
The value was not simply finding a segment. It was connecting unstructured survey feedback with customer records and then preparing a possible next step, as Shahani explains: