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What is Context?

Context, also called customer context, is a marketing term that refers to a deep, data-driven understanding of a customer that positions a business to make relevant offers when the customer is poised to make a purchase. An important component of these informed offers is getting the context information in the right hands at the right time.For example, a store clerk could be armed with information ranging from a customer's browsing history to what they've purchased from the business both online and in stores. This, combined with environmental factors such as the reason the customer is shopping – are they looking for a wedding gift? - is the context that can help businesses make timely, compelling offers that may lead to more sales and higher customer loyalty.

The concept of context also has some applications in contact centers. Context in contact centers is a combination of data integration and omnichannel service. First, an agent needs to have ready access to all relevant data about the customer, which requires pulling data out of multiple databases and presenting it to the agent in a meaningful format. Next, the customer needs to be able to seamlessly move across channels, which includes the agent having access to everything that happened in the other channels. When agents "know" the customers, it gives them context so that they can deliver a better experience.

How NiCE is Redefining Customer Experience

NiCE offers the industry’s only unified AI platform for customer service automation. CXone revolutionizes how organizations automate customer service from start to finish—with channels, data, end-to-end workflows, and enterprise knowledge converging to improve customer experience at scale. With domain specific AI trained on the industry’s largest CX dataset, an open framework with endless integration possibilities, and a complete suite of advanced AI applications, CXone is one platform built for organizations of all sizes to deliver seamless customer service experiences, boost operational efficiency, and drive better outcomes.

Interaction Orchestration

Omnichannel interaction routing

Digital and Voice Channels

Automatic Call Distributor (ACD)

Interactive Voice Response (IVR)

Proactive Engagement

Workforce Augmentation

Automated notetaking

AI Copilots

Interaction Recording

Quality Management (QM)

Performance Management (PM)

Feedback Management

Interaction Analytics

Service Automation

Autopilot

Proactive AI Agent

Knowledge Management

Experience Optimization (XO)

Platform

CRM Integrations

UCaaS Integrations

Call Center Software

Customer Experiences

Enlighten AI for CX

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