Elevate CX and Contextual Data with Third-Party Integrations
Third-party data integration connects external customer journey context with your contact center insights for complete CX visibility.
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Today, many contact centers have achieved something significant: unified interaction data across every channel. For example, customers of Verint Platform are able to capture every conversation, analyze sentiment, detect fraud risk, and surface patterns (see part one in this blog series: Why Your CX Team Needs Contextual Data Where They Actually Work—Not Where It Lives).
CX teams benefit from unprecedented visibility into what’s happening inside the contact center.
But here’s the CX challenge: Most of your customers’ experiences happen outside the contact center:
- Network outage they experienced before calling
- In-store purchase that triggered their question
- Marketing email that brought them to your website
- Shipping delay causing frustration
- Product usage hitting capacity limits.
This is the contextual information your CX systems can’t capture—because it lives beyond the contact center walls.
When Interaction Data Isn’t Enough for Complete CX Context
The Network Problem Disguised as a Service Issue
A frustrated customer calls for the fourth time about their internet service. Your contact center data shows the escalating frustration, but it can’t show you the infrastructure outage that explains everything.
Your agent sees from Verint:
- Customer called three times this week about “internet not working”
- Sentiment declining with each interaction
- Agents followed troubleshooting scripts
- Classified as churn risk
What your Network Operations Center knows:
- Fiber cut in customer’s neighborhood 6 days ago
- 847 customers in same area affected
- Estimated repair: 3 more days
- Temporary mobile hotspot solution available
Your agent starts the fourth troubleshooting attempt. The customer explodes.
Verint showed the customer was frustrated. Your network infrastructure system could have explained why—and what the actual solution was.
The In-Store Experience That Explains Everything
Your agent sees from Verint:
- Customer calling about online order cancellation
- No previous contact history
- Sentiment: Angry from first moment
- Verint’s call risk score: Elevated
What your Point of Sale (POS) system knows:
- Customer tried to buy in-store 2 hours ago
- Store associate promised “we’ll ship it to you”
- Associate entered wrong email address
- Customer never received confirmation
- Customer leaving on trip in two days
Your agent asks for email verification. Customer: “Your store already has my information!”
Verint detected anger. Your POS system could have provided contextual insight—this wasn’t a new interaction, it was a continuation of an in-store experience gone wrong.
The Marketing Context That Changes Everything
Your agent sees from Verint:
- Pricing inquiry
- Neutral sentiment
- No previous interactions
- Standard tier customer
What your Marketing Automation platform knows:
- Customer received “VIP Appreciation – 25% off Premium” email 30 minutes ago
- Clicked through from that email
- 7-year customer tenure
- Lifetime value: $18K
Your agent quotes standard pricing. Customer: “But I just got an email about a special offer.”
Verint showed a pricing inquiry. Your marketing system revealed an active campaign that should have shaped the entire conversation.
What Contextual Third-Party Integration Delivers
Verint’s Engagement Data Hub captures and unifies your interaction data across voice, chat, email, and social channels. Data Insights Bot analyzes this data and enriches it with fraud detection and risk scoring.
Third-party integration extends that foundation by bringing in the complete customer journey—contextual information from everything that happens outside your contact center.
The Contextual Integration Architecture
What Verint Captures (Inside the Contact Center):
- All channel interactions and transcripts
- Sentiment analysis and fraud detection
- Call risk scoring and quality metrics
- Agent performance and bot interactions
- Customer-effort scores
What Third-Party Systems Capture (Outside the Contact Center):
- Network infrastructure status
- Point of sale transactions
- CRM relationship information
- Marketing campaign engagement
- Order and shipping status
- Product usage analytics
- Store operations information
- Field service appointments
- Loyalty program activity
How Contextual Integration Works:
- Integration Studio connects to external systems via pre-built adapters or APIs
- Engagement Data Management ingests and normalizes external information
- Engagement Data Hub stores it alongside Verint’s interaction data with customer ID mapping
- Data Insights analyzes patterns across both CX interactions and external journey events
- Contextual intelligence becomes available to agents, bots, and supervisors at the moment of interaction
The Result: Your CX team sees the complete customer journey—not just contact center interactions.
Accelerate 3rd-Party Integrations with Marketplace Extensions
The Verint Marketplace offers pre-built extensions from partners that streamline third-party integration. For example:
- Truiem Adapter blends Network infrastructure performance data with Verint interaction data to give a more complete view on what is driving customer experience, and is visualized in Verint Data Insights
- Jabra/GN Telemetry integration captures real-time headset and device performance data—providing contextual insight into agent technical issues before they impact CX.
These marketplace extensions eliminate custom development, enabling teams to deploy contextual integrations in days rather than months.
Verint customers can access the Marketplace on Verint Connect.
Real-World CX Impact
Telecommunications: Network Operations Integration
Without Contextual Integration:
Customer: “My internet isn’t working.” Agent: Runs remote diagnostics (5 minutes). Agent: “Try restarting your modem.” Customer: “I’ve done that three times!” Result: 12-minute handle time, frustrated customer, unresolved issue.
With Contextual Network Operations Data:
Customer: “My internet isn’t working.” Agent sees: “Area-wide outage, 1,247 customers affected. Damaged fiber line. Repair in progress. ETA: 3:30 PM today.” Agent: “Mr. Davis, there’s an outage in your neighborhood from construction damage. Crews are on-site now—service restored by 3:30 PM. I’m adding a $25 credit and can set up a temporary mobile hotspot.” Result: 2-minute handle time, informed customer, appropriate solution.
Impact:
- 58% reduction in outage-related repeat contacts
- 73% improvement in customer satisfaction
- 87,000 unnecessary troubleshooting interactions prevented annually
- Significant operational cost savings and improved CX efficiency
Retail: Point of Sale Integration
Without Contextual Integration:
Customer: “Where’s my order confirmation?” Agent: No context about in-store visit. Agent: “Let me look up your order…” Customer: Frustrated explaining in-store experience. Result: Extended handle time, confusion, poor experience.
With Contextual POS Data:
Customer: “Where’s my order confirmation?” Agent sees: “In-store purchase 3 hours ago, Store #284. Associate Jessica created ship-to-home order. Email typo: sarah.thompson@gmail.com vs. sarah.thomson@gmail.com. Order #3384756 successfully created.” Agent: “Ms. Thomson, you were in our Tampa store earlier. Jessica created your order but there was an email typo. Your order is absolutely in our system—sending confirmation to your correct email now. It ships tomorrow, arrives Thursday. Let me upgrade to overnight at no charge for the confusion.” Result: Quick resolution, customer relieved, loyalty preserved.
Impact:
- 89% first-contact resolution for store-to-call handoffs
- 71% reduction in “missing order” contacts
- Substantial revenue recovery from abandoned transactions
- 28-point customer satisfaction increase
Financial Services: Marketing Campaign Integration
Without Contextual Integration:
Customer: “What pricing do you offer?” Agent: Quotes standard rates. Customer: “But I got an email about a VIP offer…” Agent: “I’m not sure which email you’re referring to…” Result: Missed opportunity, customer frustration.
With Contextual Marketing Automation Data:
Customer: “What pricing do you offer?” Agent sees: “VIP Appreciation campaign email opened 30 minutes ago. Offer: 25% off Premium tier. Expires 48 hours. Customer: 7-year tenure, $18K lifetime value.” Agent: “I can see you received our VIP Appreciation offer—25% off Premium tier. You absolutely qualify. Let me apply that and show you what Premium includes…” Result: Offer applied, upgrade completed, customer satisfied.
Impact:
- 31% conversion rate vs. 8% baseline
- Strong attributed revenue growth from campaign alignment
- 34-point satisfaction increase during promotional periods
The Bottom Line for CX Leaders
Most of the customer experience happens outside the contact center—in network operations, retail stores, marketing campaigns, fulfillment systems, and more.
Contextual third-party integration completes the CX picture by connecting:
- Network operations information that explains why customers are calling
- Point of sale transactions that connect physical and digital journeys
- CRM intelligence that reveals relationship context and customer value
- Marketing systems that surface active campaigns
- Fulfillment insights that provide real-time order status
Modern CX platforms such as Verint provide the infrastructure to make contextual integration possible: unified data storage, pre-built integrations, data quality management, and analytics that span both interaction data and external journey events.
For CX leaders, the question isn't whether to integrate third-party data. It's which contextual data source will have the highest impact first.
Ready to explore how contextual third-party integration can transform your CX operations? Learn more about the Verint CX Automation Platform at verint.com
Look for the next blog in this series to learn how conversational data access is a game changer for operations managers, business analysts, and CX leaders.