Edge Computing is the path to a happy customer experience

Edge Computing is the path to a happy customer experience

As devices create massive volumes of data, edge computing will allow brands to respond to customer engagement at lightning speed.

A Gartner report estimated that by 2025, 75% of data will be processed at the edge, outside of traditional, centralized data centers and the cloud, resulting in faster response time and lower latency.

Edge computing will enable applications to provide real-time interactions with customers. Let’s take a look at the benefits of the edge and the ways brands are using edge computing to improve the customer experience.

Edge Computing Explained

Edge is a computing paradigm that refers to a distributed computing framework that positions applications closer to data sources such as Internet of Things (IoT) devices, local edge servers, point-of-sale systems, bots, vehicles and sensors. This greater proximity to data enables processing at higher speeds and volumes, which facilitates better action-oriented results in real time.

Edge is about processing data closer to the devices generating the data. It uses locally generated data to enable real-time responsiveness to create unique customer experiences, control sensitive data, and reduce data transmission costs. In the past, companies sent all their monitoring data from a device or process to the cloud or a data center where it was processed, analyzed and stored.

IoT devices create huge volumes of data, so edge computing uses only useful data.

New interactive experiences for customers

Edge enables brands to enhance and enhance the way they manage and use physical assets, enabling them to develop new interactive experiences for their customers.

Brian Gilman, director of marketing at IntelePeer, a communications platform-as-a-service provider, told CMSWire that brands are using edge computing to process and respond to customer engagement at incredible speeds.

“In retail, for example, edge computing allows brands to drive marketing in real time to improve experiences. Similarly, because edge computing can respond quickly to customer input, businesses can create hyper-personalized experiences to increase loyalty and revenue,” Gilman said.

He added that because edge computing is not dependent on an internet connection, brands can continue to support the customer experience regardless of server outages or unstable connections.

Derek Swanson, chief technology officer at Silk, a cloud database virtualization platform, told CMSWire that as digital transformation evolves, brands need to identify new cutting-edge technologies leveraging data stacks. real-time applications to bring the customer experience closer to the edge.

“We are seeing this today in more advanced augmented reality applications requiring real-time video rendering and social media streaming, where influencers are creating new forms of customer interactions and delight,” said Swanson.

Related Article: Recap of Gartner’s Data and Analytics Summit 2022

Hyper-personalized and omnichannel customer experiences

With edge computing, brands can create hyper-personalized omnichannel customer experiences by providing access to services that work in conjunction with edge devices. Because the edge reduces the data latency associated with cloud computing, it also opens up new opportunities for delivering superior customer service. Customer expectations and patience have changed over the past few years. An expectation of immediacy is now the norm.

“The ongoing digital evolution has given customers more control, which means they are now used to getting what they want, when they want it,” said Mindy Weinstein, founder of Market MindShift and author of the book. forthcoming “The Power of Scarcity.

“When that doesn’t happen, it often causes anxiety and frustration,” she added. Weinstein said brands can restore that sense of control in customers by providing multiple ways to interact with customer service. “It puts the power back into the customers,” she said.

Edge computing offers many opportunities for customers to immediately engage with brands across multiple channels, empowering them to control their own narratives.

Retail goes high tech

Retail outlets such as grocery stores are now using edge computing to improve the shopping experience.

In 2021, Kroger launched a new standalone self-service checkout system on its shopping cart. Called the KroGo cart, it has a built-in camera and scanner that allows customers to scan and weigh products before placing them in the cart. A 2020 Juniper Research report predicted that the value of transactions processed by smart payment technologies would reach $387 billion in 2025.

Smart payment technologies facilitate simpler customer experiences by doing away with traditional checkouts and adopting a “just walk out” approach. Outlets will use edge computing to process the large amount of data generated during these transactions. Standard AI uses edge computing as well as artificial intelligence to create such a “just on foot” shopping experience. Camera systems track the items a customer has picked up and placed in their shopping cart and basically follow them until they walk through the door.

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