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The Gist
- Break the silos. Disconnects between back-end infrastructure and digital platforms continue to undermine marketers’ ability to deliver seamless customer experiences.
- Orchestrate at scale. With the right tech stack, marketers can automate journeys, unify data and adapt messaging in real time across every touchpoint.
- Start with the foundations. Delivering consistent, personalized CX depends on systems that are built to work together – not just layered on top.
In a world of infinite choice, where individuals have unfettered access to countless brands, experience has become the key battleground for modern marketers. Today, customer experience (CX) is what defines a brand in the eyes of the public.
And at a time when one in three consumers will leave a brand they love after just one bad experience, according to PwC, it’s no surprise that seamless CX is a major target of marketing investment.
But for many organizations there’s a fundamental obstacle in the way: disconnected systems that straddle both network and application layers. When that’s the case, gaining a single, coherent view of the customer becomes nearly impossible.
Rich Foster, head of new business, CIS Americas at Tata Communications notes: “A lot of large enterprises work in silos – marketing, support and fraud teams all use different platforms. So the customer on the other end gets inconsistent, fragmented messages that don’t reflect the reality of their journey.”
The reality is you can’t create a unified customer conversation without unified technology – combining back-end infrastructure and software platforms. And despite their best efforts, most marketing teams still face this serious blind spot. Creative strategies will only take CX so far when the tech stack underneath is fundamentally fragmented.
Fragmented Tech = Fragmented Conversations
Great CX, in theory, is unified, data-driven and consistent. It means every interaction – whether a marketing email, a customer service call or an in-store visit – feels like part of a single, coherent journey.
While this is what customers want and marketers strive for, most still struggle with:
- Siloed teams: When marketing, IT, and support use different tools, they lose visibility into each other’s activity, creating inconsistent experiences.
- Disconnected platforms: Separate systems for CRM, journey building and messaging mean no one has end-to-end control over the customer experience.
- Isolated data: Without shared, unified data, personalization breaks down – customers get repeat or poorly timed messages.
- Limited capabilities: Managing CX through digital platforms alone restricts marketers’ insight and leads to unreliable performance.
These gaps create disjointed touchpoints that alienate customers – often undoing years of hard-won brand loyalty. But they frustrate marketers, too. When network infrastructure and digital systems are disjointed, the flow of data is hindered, weakening the effectiveness of personalized messaging and automation and the ability to show the results of their efforts.
As Wayne Simmons, global customer excellence lead at a global pharmaceutical company and author of The Customer Excellence Enterprise (Wiley, 2024), puts it: “A unified tech stack is essential – but only if it actually connects the dots across teams, channels, and touchpoints. The real goal is collaboration: shared data, shared context and real-time handoffs that feel effortless and seamless to the customer. Without that, even the most advanced tech stack ends up powering disjointed experiences.”
The hard lesson many marketing professionals learn is that you can’t orchestrate a customer journey you can’t see. And that’s only really possible when the infrastructure and platforms marketers use have been designed to work together. Without that baseline level of integration, any attempt to deliver a properly unified customer journey becomes either painfully complex or, more likely, destined to fail.
Unified CX From Theory to Action
Being able to deliver a cohesive customer journey isn’t just about switching vendors or adding another tool. It’s about building the kind of environment where data can flow freely, teams can work in sync and the brand can show up consistently, across every channel, for every customer. A unified fabric that operates in harmony, not a menu of disparate options.
As Sergio Tagliapietra, VP of Information Technology at a global fashion brand, points out: “Customer experience remains central to digital transformation, especially for legacy businesses reconnecting with customers through technology.”
For example, imagine a global retail brand wants to run a sales campaign across multiple countries targeting different customer segments via SMS, WhatsApp and email. Using an integrated digital engagement platform, combined with a global, low-latency network infrastructure, the brand can instantly access customer data across regions, allowing it to deliver personalized messages through the customer's preferred channel. It can also automatically adjust content based on browsing history, purchase behavior or language preferences.
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Because the network and platform are unified, campaign assets and triggers sync in real time, ensuring messages arrive at the optimal moment, enhancing engagement and conversion rates. It’s a great illustration of how unified tech turns fragmented interactions into frictionless journeys.
Needless to say, this is far more achievable when the core tech stack has been built for integration from the ground up. “By managing the entire customer journey – from data ingestion to the message hitting the customer’s device – on one stack, breakage points are reduced, reliability is boosted and marketers have confidence that their campaigns are being executed exactly as intended,” says Priyank Parikh, vice president, customer interaction suite at Tata Communications.
Tata Communications is delivering this in practice. With a platform built entirely on telco-grade infrastructure, it gives marketers the ability to unify customer data, automate journeys and personalize at scale – without the need to rip and replace existing systems.
Why Unification is a Marketing Requirement, Not a Tech Dream
The first step on the journey to delivering excellent customer experiences is recognizing that unified CX isn’t a luxury – it’s a necessity. Today’s customers expect consistency, personalization and speed at every interaction. Meeting those expectations requires building the kind of internal coherence that powers the seamless experiences you want to offer.
And that starts with the tech. To deliver truly joined-up journeys, the systems behind your brand need to be just as unified as the customer touchpoints they support. Tata Communications makes that possible, offering infrastructure and platforms built for scale, speed and simplicity.
Because it's not about starting from scratch, but about unlocking more from the tools you already have, and creating an environment where great CX can thrive. Working with the right partners, the unified customer journey stops being a distant ambition – and becomes your competitive edge.
For more information, visit tatacommunications.com.
