Customers – CX Customer Interaction Profiles

Customers is the CX component that maintains Customer Interaction Profiles. Each Customer object is a complete interaction profile that:

• Stores all channel identities (phone, email, web widget ID, social IDs, etc.)

• Captures contact and experience preferences, including outbound contact preferences

• Links all omnichannel interaction history to one profile

• Acts as a link to third‑party CRMs and ticketing systems

This profile is used across CX‑Core components (Channel Manager, Conversation Manager, Routing, AgentDesk, etc.) so the same person is recognized and treated consistently across all channels.

Key Benefits

• Enables personalized orchestration: The profile allows organizations to deliver highly personalized experiences that meet each individual's unique needs and preferences. For example, by using customer profile parameters, intelligent conversational flows can be developed to tailor the experience. This could include sending scheduled reminders for an outstanding bill or service renewal, immediately offering a post-interaction survey, or scheduling a personalized callback for a customer whose past interactions indicate they require special attention.

• Drives real-time decisions: The platform uses this data to enable real-time decisions, such as routing an interaction to a specific queue or a more suitable agent based on the customer's value or recent activity.

• Enhances agent efficiency: This integrated data provides human agents with essential context about customer interactions, so they don't have to ask customers about their previous engagements repeatedly.

What a Customer Interaction Profile Contains

Each Customer object represents a single person or entity and acts as their Customer Interaction Profile.

1. Channel identities

Expertflow CX associates identities so that different contact points are recognized as the same customer. A single Customer object can hold:

• Phone numbers (voice, SMS/WhatsApp, etc.)

• Email addresses

• Web and mobile widget identities (via the Customer Facing SDK)

• Social media IDs and handles

• Any other channel‑specific identifiers

Customers who only chat over the web are identified via their web widget or SDK identity, and can later be linked to other identifiers as they are collected.

Related: Customer Facing SDK for Omnichannel Communication
Customer Facing SDK for Omnichannel Communication

2. Preferences and attributes (extensible object)

The Customer object is schema‑driven and extensible. Administrators can add any key–value pair needed for business logic or integrations, for example:

• Contact preferences (preferred channels, language, time windows, opt‑in/opt‑out)

• Outbound contact preferences (see Outbound Contact Preferences below)

• Segments, tiers, scores, and other business attributes (VIP, risk score, “shoe size”, renewal date, etc.)

• Integration keys required by CRM or ticketing systems

Any attribute can be marked as PII (Personally Identifiable Information) to support appropriate security and compliance controls.

Configuration: Customer Schema
https://expertflow-docs.atlassian.net/wiki/x/4Ykm

3. Customer labels and segmentation

Customer labels categorize customers so that interactions can be handled based on value, risk, or lifecycle status. Examples:

• VIP or premium customer

• High‑priority debtor

• Campaign or product segment

Labels can be:

• Synchronized from CRM or other business applications, or

• Managed directly within Expertflow CX by agents and supervisors.

Agents can assign or update labels while handling conversations.
Assign Labels to Customers

4. Unified interaction history

All interaction history – conversations and activities from every supported channel – is stored and linked to the Customer object. This gives agents, bots, and supervisors a 360° view of:

• Recent and historical conversations

• Related activities and events across channels

This unified history allows you to:

• Personalize service without asking customers to repeat themselves

• Enable smooth bot–agent and agent–agent handovers

• Run analytics and journey reporting consistently on a single customer key

• Strengthen data governance by centralizing access and retention around one profile

Agents can access this view directly in AgentDesk:
Accept a Conversation | View Customer Profile

Outbound contact preferences

Each Customer Interaction Profile holds outbound contact preferences used by Outbound Campaigns and event‑driven flows, such as:

• Best time to call

• Preferred agent roadmap (e.g., dedicated account manager)

• Preferred channel (Voice, SMS, WhatsApp, etc.)

• Preferred outbound channel identity (which number or address to use)

Outbound Campaigns and flows read these preferences to shape contact strategies and remain compliant with consent and DNC rules.

More on Outbound Campaigns:
Outbound Campaigns

Interface to CRMs and other business applications

Expertflow CX enables the synchronization of customer data from external applications. This sync allows the platform to orchestrate intelligent customer journeys by: 

1. Route to the right personnel: Ensure the customer is routed to the agent with the right skills whenever they contact the Contact Center.

2. Empower agents: Provide the customer service representative with the most current information required to service the request.

3. Drive AI effectiveness: Enable AI agents to pitch accurate answer suggestions and recommend more precise next-best actions based on the customer's history and behavior.

Integration is based on the CX‑Customer APIs contract. Any third‑party CRM or identity platform that wants to act as the maintainer of profiles must implement these APIs.

CX‑Customer APIs:
https://api.expertflow.com/#e864d6cf-81b0-4f55-8019-024e4bef2081

Customer identification process

For every new inbound or outbound interaction:

1. A CX component (for example, Channel Manager) calls Get Customer by Channel Identifier:

2. The Customers service (or integrated identity provider) returns:

   • The resolved Customer Interaction Profile (Customer object), or

   • An anonymous record plus suggested matches when multiple candidates exist.

3. The conversation and activities are linked to that Customer object. Agents or Conversation Controller can re‑link the conversation to another customer later (for example, when an initially anonymous web visitor logs in or authenticates).

This flow applies consistently for voice and all digital channels (including web and mobile widgets).

Security, privacy, and governance

The Interaction Profile is built with information security and privacy concerns highlighted in data protection standards such as GDPR, HIPAA, and PCI DSS. The system ensures data safety through: