Data fragmentation remains the critical bottleneck preventing CX teams from delivering seamless omnichannel experiences. A Genesys survey found that nearly all consumers expect their information to persist across channels without repetition, yet almost half of companies fail to pass interaction context from virtual agents to human agents. This gap stems directly from on-premises and legacy infrastructure that creates disconnected silos across data, systems, workflows, and processes. CX leaders identified maintaining service quality whilst operating aging infrastructure as their primary operational challenge, with just under one-third of CX infrastructure currently cloud-native. The problem intensifies as organizations attempt AI deployments: 40% of CX leaders already use agentic AI, and 86% expect autonomous AI to orchestrate customer experience within three years, yet these investments remain fundamentally constrained by the very siloed architectures they're meant to modernise.
The paradox facing CX professionals is that budget allocation increasingly favours AI—organisations plan to spend 30% of customer service budgets on AI-powered technologies over the next 12 months—whilst the foundational integration work required to make those investments effective remains incomplete. Governance, change management, and skills gaps compound the technical challenge of connecting front-, middle-, and back-office systems. For teams already operating Zendesk, Salesforce, or similar platforms, this raises a critical question: are incremental AI feature additions within existing stacks masking deeper architectural problems that will eventually limit competitive advantage? The strategic imperative, according to Genesys leadership, is not choosing between quick wins and transformational use cases, but rather prioritising implementations based on measurable business value—whether revenue growth or operational efficiency. Organisations pursuing both simultaneously will need to address data integration as a prerequisite, not a parallel workstream.
Passing the context of an interaction from automation to human agents remains a challenge because underlying systems are disconnected.
Siloed data, legacy systems hinder customer service No Jitter