The Customer Operating System (COS)

The COS manages & orchestrates all interactions between a brand and its customers for better engagement. Here's how.

What is the Customer Operating System?

Thunderhead’s Customer Operating System (COS) is a system that manages and orchestrates all interactions between a brand and its customers and prospects. It represents the central point of reference for all customer-facing activity, including marketing, sales and service, and is actioned by Thunderhead’s ONE Engagement Hub.

The Customer Operating SystemTM directs the flow and exchange of data and knowledge across an enterprise, and with its customers and partners. This provides an outside-in [customer-first], holistic perspective that encompasses the end-to-end enterprise: across all the different departments, silos, and touchpoints. The COS empowers a brand to speak with one consistent voice, progressing customers toward their goals, ensuring that their needs are met, and co-creating reciprocal value.

Our ‘OS’ terminology is deliberate: this ‘operating system’ is a reversal of the norm, with a brand adapting to each customer’s needs. In this new reality, enterprise applications and silos (once acting at the frontline) become servants to a Customer OS: serving and receiving information to support the real-time engagement context and create mutual value.

What does the Customer Operating System mean for business?

In the world of customer-centricity, many components, from tech to management processes, fail to deliver satisfying, omnichannel customer experiences. For customer relationship management, the drive to personalize experiences has been exacerbated lately by challenges around customer data privacy and usage. And so, despite the talk about customer-centricity and a convergence around digital engagement, many enterprises tend to be fragmented and inward-focused in their approach to customers and customer journeys.

Thunderhead has created the very first platform to build a Customer Operating System. Its digital engagement core comprises AI & ML, autonomous orchestration and workflows, ecosystems, and composable applications. This means that the COS sits above everything. And Customer Journey Orchestration, Customer Journey Analytics and Real-Time Interaction Management (RTIM) are its key components.

The COS therefore makes it much simpler for brands to orchestrate meaningful customer interactions – we call them conversations – across silos and touchpoints, bridging sales, commerce, marketing, and service. The customer engagement that follows from this holistic approach drives significant growth in revenue, retention, and lifetime value. And the impacts of being customer-led are far-reaching; from ownership and responsibility for ‘the customer’ through to business processes and data and information management:

● Providing the last mile of customer engagement
● Outside-in, customer perspective (the original promise of the customer journey)
● Communicate with the customer with one voice
● Empathic customer journeys, based on the needs of individuals leading to increased customer satisfaction

What does the Customer Operating System mean for customers?

Put simply, customers find that their evolving intent is being consistently met by an increasingly supportive and intuitive experience. Customer service reaches new heights, and customers engage accordingly.

● Engagement driven by the individual customer needs (not only the brand needs)
● Seamless, contextually relevant access to information, services and products (interactions and conversations).
● Greatly improved CX, including less intrusive (but far more effective) marketing
● Improved outcomes

Why Thunderhead

Thunderhead is a pioneer and global leader in enterprise technology for customer engagement, journey orchestration (Forrester Journey Orchestration Wave Leader) and Real-Time Interaction Management (Forrester RTIM Wave Leader). Our Customer Operating System represents the next step in the evolution of this technology, and the fulfilment of our vision for autonomous customer engagement. Five years in the making, it will enable businesses to override legacy technology and embrace the opportunities of our new era of autonomous enterprise technology.

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