Edge computing is the way to a happy customer experience

As devices generate massive amounts of data, edge computing will allow brands to engage with customer interaction at lightning speed.

a Gartner Report It is estimated that by 2025, 75% of data will be processed at the edge, outside of traditional central data centers and the cloud, resulting in faster response time and reduced 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 places applications close to data sources such as Internet of Things (IoT) devices, local edge servers, point-of-sale systems, robots, vehicles, and sensors. This closer proximity to data allows processing at greater speeds and volumes, making it easier to achieve larger action-based results in real time.

Edge is about processing data that is closest to the devices that create the data. It uses locally generated data to enable real-time response to create unique customer experiences, control sensitive data, and reduce data transmission costs. In the past, companies would send all of their monitoring data from a device or process to the cloud or data center where it is 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 improve and enhance the ways in which they manage and use physical assets, allowing them to develop new interactive experiences for their customers.

Brian Gilman, Director of Marketing, at Intel BerHe told CMSWire, a communications platform as a service provider, that brands are using edge computing to process and engage with customers at incredible speeds.

“In retail, for example, edge computing allows brands to drive real-time marketing to improve experiences. Likewise, because edge computing can react quickly to customer input, companies can create highly customized experiences to increase loyalty and revenue,” Gilman said.

He added that since edge computing does not depend on internet connectivity, brands can continue to support customer experience regardless of server outages or unstable connections.

Derek Swanson, Chief Technology Officer at silka cloud database virtual platform, told CMSWire that as digital transformation evolves, brands must identify new cutting-edge technology that leverages real-time application stacks to drive the customer experience to the edge.

“We are seeing this today in more advanced augmented reality applications that require real-time video rendering and social media streaming, as influencers create new forms of customer interaction and delight,” Swanson said.

Related articles: A look back at Gartner’s 2022 Data and Analytics Summit

Ultra-customizable, omnichannel customer experiences

With edge computing, brands can create multi-channel and highly personalized customer experiences by providing access to services that work alongside high-end devices. As Edge reduces data latency associated with cloud computing, it also opens up new opportunities to provide superior customer service. Customer expectations And the patience It has changed over the past few years. Prompt expectation is the norm now.

Mindy Weinstein, founder of The mental transformation of the market And the author of the soon-to-be-published book.The power of rarity. “

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

Edge computing provides many opportunities for customers to interact instantly with brands across multiple channels, enabling them to control their own stories.

Retail shopping goes to high tech

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

in 2021 Kroger debut New stand-alone self-checkout system in its own shopping cart. Called the KroGo cart, it has a built-in camera and scanner that allows customers to scan and weigh products before putting them in the cart. 2020 Juniper Research Report It is expected that the value of transactions processed by smart payment technologies will reach $387 billion in 2025.

Smart payment technologies facilitate simpler customer experiences by removing traditional payments and adopting a “checkout only” approach. Retail outlets will use edge computing to process the massive amount of data generated during such transactions. AI . Standard It uses edge computing along with artificial intelligence to create a “just checkout” shopping experience. Camera systems track the items a customer has picked and put into their shopping cart and basically tracks them until they walk out the door.

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