SERVICES
Go beyond knowing who your customers are. Deliver what they need, in the moment, with data that works across the journey
Most brands, either B2C or B2B, obsess about perfecting the 360 degree view of a customer and presenting them with a clean and frictionless user experience. But really, customer experience is won or lost at a much deeper level. The data layer.
We’ve been talking about a 360-degree view of the customer for as long as I can remember. And it’s so important. But it’s also only half of the story. A truly frictionless experience requires the business to have a 360-degree view of everything the customer touches and everything needed to support them in their journey.
It needs to know or anticipate:
Who they are (their profile, history and preferences)
What they want (the product, service or outcome they are searching for when they engage)
What your brand can deliver in real time (Service, inventory, pricing, supply chain)
It’s not enough to know that a customer has achieved the highest level of loyalty with you when they call, if your systems can’t instantly calculate the right shipping quote, book their field engineer to deliver a service or configure a custom design.
If your data is messy, stuck in silos or difficult to access, even the nicest user interface and coolest looking app will feel clunky. Forms spin endlessly, quotes take days, the result is a frustrated user. McKinsey estimates that poor data quality costs businesses 20–30% of revenue and much of that comes from customer churn caused by friction.
Where volume meets velocity
A big cause of friction in the customer experience isn’t just poor data quality, it’s the inability of legacy systems to keep up with the volume of data that needs to be processed in mere milliseconds.
Customer journeys now generate millions of micro-signals; clicks, searches, location pings, basket changes. Business operations are constantly shifting, supply chain fluctuations, real-time pricing updates and inventory changes.
Databricks is designed to handle this. Its Lakehouse architecture processes massive data volumes while enabling real-time processing and machine learning on top. Which means that brands don’t just see the customer, but can respond in the moment, even as conditions change. This is the critical edge. When your data platform keeps pace with customer expectations, experiences feel seamless.
The invisible power of data in UX
By connecting all data sources into one unified platform, Databricks makes the customer journey orchestration tools and CRM systems smarter. Instead of simply showing you who the customer is, the platform empowers you to adapt to what they need in the moment.
Imagine submitting a form for international shipping and instantly getting an accurate price that factors in weight, distance, import/export duties, and real-time capacity. With Databricks, that’s seconds, not hours.
Personalised promotions aren’t just about who you are, but what’s in stock nearby (think sustainability), or inventory you need to prioritise to sell due to sell-by dates or seasonality, what suppliers can deliver, and what customers have browsed before. The difficulty is often a result of poor customer segmentation and based on old batch data, Databricks enables real-time alignment of customer intent with operational capacity and equips data science teams with the tools and scale to generate highly granular customer segmentation that reacts in near real-time.
In Healthcare patient portals could surface relevant next steps without patients having to repeat their history endlessly. Unified health records, imaging, and scheduling data could enable seamless handoffs between doctors or departments and faster care decisions.
In many industries sales teams still take days to produce quotes because they’re wrangling data across systems. And anyone who has ever set up a CPQ tool will know how complex it is. With Databricks, product specs, stock levels, subscription pricing, packages, bulk discounts are already unified. Sales can provide accurate quotes instantly, delivering experiences Amazon Prime would be proud of!
The use cases are many.
From data foundations to front-end impact
A frictionless UX isn’t just about what users see — it’s about how quickly, accurately, and intelligently the system responds.
With Databricks:
- Customers spend less time filling out forms because data is already enriched and unified.
- Pricing and recommendations feel personalised, not generic.
- Journeys move forward without the endless back-and-forth.
- Brands can empower customers with more self-service options
Our patience is at an all-time low. Over 50% of consumers leave a mobile site if it doesn’t load within three seconds. Expectations are set by Uber and Amazon, and every interaction is measured against them.
When you remove friction, and connect what you know about your customer with what your business can deliver in the moment, you don’t just improve user experience. You build trust and loyalty. And you grow revenue.
