“Customer engagement today requires more than just data or personalization, it requires intelligent decisioning that can be activated instantly.”
That diagnosis chimes well with a market that has no shortage of dashboards showing what a customer did yesterday. Coforge seemingly believes that the value comes from turning a live signal into a useful action before the customer disappears.
Pacsun Bets on One Mobile-First Engagement Stack
Pacsun has selected Attentive to bring SMS, email, and RCS together, with Amperity supporting the connected customer-data layer.
The retailer plans to use Attentive’s AI tools for audience growth, campaign creation, and customer journeys that adapt to behavior across channels, with Shirley Gao, Chief Digital and Information Officer at Pacsun, stating:
“Today’s consumers don’t just buy products, they participate in brands and culture.”
Gao’s words suggest that Pacsun is trying to engage younger customers through the channels where they already spend time, while avoiding the familiar problem of treating every channel as a separate campaign machine.
The real test will be restraint. A shared data layer can make messages more relevant, but it can also make it easier for brands to over-contact customers with more precision.
Orange France Shows Why the Back Office Still Matters
Orange France has selected Kbrw and Accenture to modernize order fulfillment across online, retail, and B2B channels.
The first phase will give customers more accurate stock information and more reliable delivery dates for products including smartphones, SIM cards, and telecom equipment. It also supports pre-orders and inventory reservations.
That may sound less glamorous than AI-driven personalization, but it may also be more important.
A perfectly timed offer becomes a liability if the item is unavailable. A helpful service agent cannot repair trust if the delivery date was wrong from the start.
Lionel Benezech, Supply Chain Director at Orange France, said the new system provides “a single and consistent view of products that are in stock, in transit, or expected to arrive with projected inventory.”
This feature has the capacity to enhance trust during an aspect of the customer journey in which retail customers are often left in the dark.
In Other News
8×8 has added shared customer context across its CX platform. New Customer 360 and JourneyIQ capabilities aim to keep interaction history available as customers move between AI agents, human agents, voice, messaging, and CRM systems.
Vonage has added email to its Messages API. Businesses can now manage email alongside SMS, MMS, RCS, and WhatsApp, including failover paths such as SMS to email when a message needs another route.
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