Kustomer, the AI-native customer experience platform, is launching Data Explorer. This tool provides a natural-language, AI-powered interface. It lets CX, operations, and leadership teams ask questions about their customer data. Users receive quick answers, visualizations, and helpful recommendations.
With Data Explorer, there’s no need for static dashboards or weekly data exports. Users can simply type questions like, “Why did response times spike on chat last week?” or “Which queues are causing us to miss SLAs?” They’ll receive clear charts, trend explanations, and practical advice. This includes tips like adjusting staffing or changing queue routes.
Built atop Kustomer’s unified data model-which captures full-funnel CX data: conversations, sentiment, workflows, custom objects, performance metrics, and more-the Data Explorer grants leaders a single holistic view of customer journey metrics such as backlog, volume, sentiment, SLA health, agent performance, and the like, all in one workspace. Also, 250+ prebuilt “prompts” for common use-cases: forecasting volume, monitoring backlog, SLAs, team performance, customer sentiment, and more.
According to Kustomer’s co-founders, this is more than convenience; it is a “fundamental shift” in how customer-experience teams interact with data. Rather than reacting to what happened, Data Explorer enables proactive decision-making based on real-time analysis and data-driven insight.
The feature is available to all Kustomer customers today and does not require any separate implementation. Organizations are able to start querying their live data immediately.
Also Read: UiPath and Talkdesk join forces to transform customer-experience journeys
Why this matters – Implications for B2B Marketing & Advertising firms
While face-value Data Explorer seems to be more about support and customer service teams, it actually implies a great deal more upon release-specifically for B2B marketing, ad agencies, and businesses that rely heavy on deep customer engagement, analytics, and optimization. Here’s how:
Improved data-driven client servicing and transparency
Agencies in B2B marketing often juggle many clients and complex workflows. They handle onboarding, running campaigns, reporting, billing, support, and optimizations. Data-driven transparency is crucial. Data Explorer lets agencies combine data silos. This includes CRM, conversations, billing logs, and campaign statuses. This helps them quickly answer important questions. For example, they can find out which clients have recurring support issues. They can also see what feedback patterns are emerging and which campaigns lead to more queries.
This shifts reporting and client service from reactive responses to proactive, insight-driven consulting. Agencies can use the tool to track client health. They can spot risk signals, like backlogs and repeated complaints, and act early. This approach boosts client retention, satisfaction, and trust.
Operational Efficiency and Resource Allocation
In the world of B2B marketing and ad agencies, operations are truly fast-moving across creative, media buying, execution, analytics, and support. Data Explorer gives operational heads and team leads real-time visibility into workload, backlog, agent-or employee-performance, and demand forecasting.
This can greatly improve resource use. Agencies can change staffing, reassign tasks, or adjust workflows. They do this using real-time data signals. This approach reduces reliance on past guesswork. Over time, it can cut response delays, lower inefficiency, and streamline internal processes.
Sharper alignment of service and marketing and client-facing functions
Marketing and advertising agencies rarely work alone. They work with sales, support, analytics, and finance. They also engage with different internal teams and external clients. The Data Explorer unified data model provides cross-functional visibility. It shows trends in support, customer feelings, churn signals, and common complaints. These can be shared with marketing or campaign teams.
This creates a tighter feedback loop. Marketing choices—such as messaging, positioning, and product offers—can rely on real customer experience data. This is better than relying on periodic surveys or anecdotal feedback. It helps agencies create campaigns that are more relevant and responsive. This is based on real user feelings and actions.
More responsive, agile, and competitive service models
This could involve AI-native CX and analytics tools that agencies adopt, through which agility is gained. Agility involves the capacity to react quickly to changes, identify emerging issues, forecast demand, and plan proactively. In B2B marketing & advertising, where client requirements, market conditions, or campaign performance can evolve rapidly, this agility is often a differentiator.
Firms that lean into data-driven operating models may outcompete firms utilizing siloed, slower, manual reporting in offering better client outcomes, quicker turnarounds, and more personalized service.
Possible Larger Impact on the Industry Businesses
Beyond agencies, all businesses operating in B2B marketing, advertising, and client-serving roles may find strategic value in platforms like Kustomer + Data Explorer. Some of the probable impacts:
- Data democratization means interpretation does not remain the domain of specialized analysts, but business leaders themselves-account managers, operations heads, marketing leads-can directly query and derive insights, democratizing decisions and accelerating action cycles.
- Reduced dependency on BI tools and external analysts: With native conversational analytics built-in, organizations might rely less on third-party BI dashboards, exports, or custom reports-reducing overhead, delays, and complexity.
- Holistic view of customer journey & operations: Integrating the Customer Interaction, Support Data, Operational Workflows, and Agent Performance on a single model empowers more comprehensive insights into customer lifecycle-from Acquisition to Support, Retention, and Upsell.
- More proactive, human-centric automation at scale: Combining Data Explorer with other AI-native features of Kustomer, such as AI-assistants, workflow automation, and omnichannel support, helps businesses embed data-driven intelligence across the entire customer experience-driving automation in routine areas and retaining strategic oversight and control.
Key Considerations & Challenges
That being the case, there are a few things businesses – especially B2B marketing/ad firms – need to watch out for before embracing such tools:
- Data privacy and compliance: Pooling the data from disparate systems, such as CRM, support interactions, billing, and customer conversations, can be challenging for data governance, particularly while working with sensitive client information. The companies must ensure the policies of data protection and the best practices in security.
- Change management and adoption: For teams accustomed to manual reporting, dashboards, spreadsheets, moving to natural-language querying and AI-driven decisioning requires training and confidence-building. There may be some resistance or a learning curve.
- Balancing automation with strategic human input: While Data Explorer and other AI-native tools drive automation, human creativity, empathy, and strategic value remain core to marketing and advertising. The challenge lies in finding the right balance.
- Data quality dependence: The insights are only as good as the underlying data. If data is incomplete, inconsistent, or wrong, the answers that would be provided and decisions derived from them might be defective.
What This Means for the Future of B2B Marketing & Advertising
With the launch of Data Explorer, Kustomer marks a significant move in integrating AI-native analytics, real-time data visibility, and operational intelligence into customer-experience infrastructure. For B2B marketing and advertising firms, along with any business that services clients across campaigns, support, billing, or service operations, this may prove to be a beginning toward data-driven, cross-functional, agile service models. Firms that adopt this early, combining AI-powered automation with human insight, will be at an advantage in terms of competitiveness: better responsiveness, better use of resources, higher client satisfaction, and more strategic decision-making. In many ways, Data Explorer may redefine how agencies and service providers operate internally-treat customer data not as static reports but as a live conversation driving smarter actions and growth.