Today’s best in class CX programs rely on a steady stream of comprehensive, real time customer data in order to contextualize outreach at critical moments in the customer journey. Integrations between CX platforms and other customer-centric platforms offer a solution to elegantly and rapidly scale CX by leveraging multiple technologies already embedded in an organization’s operations.

A business case to uplevel online and in-person CX

A digitally based grocery delivery company needed to understand their customer’s digital experience signing up for delivery service and have the ability to collect feedback on the in-person experience with food quality once delivered to the customer’s doorstep.

In this case, the ability to understand end to end customer journeys and segment personalized outreach is enriched by customer attributes (userid, email, lifetime spend, subscription status, location) and transaction history. Customer data platforms (CDPs) can serve as a central source streaming real time customer and event data directly to CX platform endpoints.

Integration Innovation 

commonFont partnered with the grocery delivery company to develop an innovative, bi-directional, real time integration between the organization’s Customer Data Platform, Segment, and its CX platform, Qualtrics. Leveraging commonFont’s CDP integration solution, the business could pass all required customer attribute and transaction information directly to the Qualtrics XM Directory. The integration solution:

  • Creates and maintains contacts
  • Posts completed deliveries as transactions within the customer’s contact profile in the Qualtrics XM Directory

The XM Directory (XMD) is the listening engine of the Qualtrics XM platform.  XMD captures all customer feedback, attributes, and demographic information collected directly from Qualtrics or 3rd party applications like CRMs, marketing automation tools, ticketing software, and CDPs in one centralized customer profile.

Once activated, the CDP integration enables XM professionals to develop sophisticated and targeted customer outreach programs without relying on internal IT teams to provide operational data from siloed sources.

CX Impact at Scale

Within three weeks of activating the integration, the grocery delivery organization:

  • Captured 100% of their 400k active customer base as contacts within the XM Directory
  • Enriched contact profiles with over 300k transactions 

Solution activation was seamless and efficient – commonFont’s solution requires less than one hour of client side IT team involvement.

With hundreds of thousands of customer profiles at their fingertips, the grocery delivery CX team is now able to generate highly targeted sampling and survey automation schemes directly within XM Directory. This includes traditional email to web survey campaigns and the introduction of targeted digital outreach to seek feedback on food quality directly within web or mobile channels.

The best part?  

CX teams can spend their time listening and acting on experience feedback at the right moments, from the right customers, in the right channel, instead of spending time sourcing the data needed to reach out to customers efficiently at scale.




Reach out to Aaron Demro, Senior Solutions Director, at to learn how a CDP-CX integration can accelerate experience management at your organization.