Customer Data In Service Of The Customer

Marketers have long known the benefits of mining and archiving customer data. But what if a company used data to enhance experiences by anticipating customer needs? Imagine if a company knew your name, purchase history and preferred channels for interactions the minute you contacted them via an agent, bot or digital channel. This data exists; and technology gives companies the power to use it to orchestrate customer experiences.

By harnessing customer data, you can anticipate intent, route customers accordingly and preemptively solve problems. Not only can you deliver better experiences, you can also turn that positive energy into long-term revenue through customer loyalty. Every business knows the value of customer retention — and the exact value of each customer who walks away. Here’s how to use data to prevent that from happening.

Predict and engage

Cloud technology uses data — historical, behavioral and third party — to empower you to serve customers in more meaningful ways. After all, to show true empathy — making customers feel remembered, heard and understood — you need to know something about them.

The key is to connect with your customers at precisely the right time, with the right information. You can use data and insights into their behavior on the web to inform chat or voicebot workflows. It can seed the bot with customer intents and slots, thereby significantly improving engagement with the bot.

The data also flows to agents, giving them a full view of the customer with the context of the call, including milestones of their journey to this point and a summary of their intent. In seconds, agents can consume these insights and get to the heart of the customer’s problem immediately. And that reduces handle time. It’s less stressful for agents and gives your customers a better experience.

When customer data is available and accessible, you can see that a customer on your website or mobile app is the same customer who just escalated to a call. Harnessing data orchestrates the right mix of digital, self-service and human interactions. It enables businesses to create personalized workflows with bots, present them with content and guide them to the outcome you define.

Even if a customer isn’t active, you can proactively engage to show them you know them and understand their needs before you meet them — and before they even indicate there’s a problem. For example, if a customer is exceeding data plan limits with their cell phone, you can set up a trigger to proactively contact the customer and offer a different plan to better suit their specific needs.

Route with intention

Part of orchestrating great personalized experiences means being able to route your customers to a live agent at the appropriate time. By leveraging data, insights obtained during the session and artificial intelligence (AI), predictive routing uses machine learning models to connect customers with the best available resources.

For example, let’s say a health insurance member has a question regarding their coverage. The member first interacts with a chatbot by entering a few pieces of identifying information. When the chatbot fails to help the member, they’re routed to a live agent — but not just any agent. By accessing the member’s data, they’re routed to an agent who specializes in that exact type of insurance plan. This avoids the inevitable interaction of: “I’ll need to route you to a specialist.”

This AI-driven approach to routing improves business outcomes — resolving a query the first time, closing that important sale, or cross-selling an additional product or service. Those outcomes drive increased revenue, improved customer satisfaction, operational savings and overall improvement in the lifetime value of a customer.

Predictive routing is a key element in simplifying and improving existing routing configurations. And with our “push-the-button” functionality, it’s easy to deploy predictive routing and see business results fast. Effectively managing customer journeys requires an understanding of important touchpoints and intelligently predicting how customers will engage along the entire journey. You’ll also use AI-powered automation to proactively trigger engagement — whether it’s with chat or on another channel.

Gain the early advantage

In the Genesys research report “The connected customer experience,” nearly 60% of 11,000 consumers said non-sales-related communications are a mark of great service. In some regions, consumers even indicated they want companies to send them more non-sales-related communications. In addition, companies that listen to their customers will generate more successful experiences.

When asked what constitutes a phenomenal customer experience, two in five consumers (39%) said it’s when companies don’t try to up-sell during a customer service call and focus instead on handling the existing issue. By accessing customer data during a service call, agents can determine what products/services that customer has and can avoid redundant up-sell pitches. And 37% of respondents said having a business remember or know them — and anticipate why they’ve contacted the service department — is a sign of a phenomenal experience.

Overall, consumers feel positively about data collection that enhances their service. Two out of three said they’ve received better service from companies that collected data. Nearly half feel more connected to companies that remember them. And just 18% feel uncomfortable about a company’s use of data.

Data use and data privacy are still areas of caution among consumers — they want to control how much data is shared in exchange for a more effortless experience. Globally, 80% of respondents said they exert some control over how their data is collected. Millennials are broadly more comfortable than other demographics with having their data collected. Additionally, those who engage with customer service frequently are more likely to allow this type of data collection.

Customer data for the good of the customer

Organizations have acquired an unimaginable amount of data, yet they haven’t fully realized how to apply that data. In fact, most of the data and insights are lost within siloed organizations, like segmented line-of-business teams and unconnected Software as a Service (SaaS) products.

Look beyond a single line of business to focus on the entire customer journey — from marketing and sales to service and loyalty. By unifying valuable data, AI technology can expose incredible insights and influence outcomes. Derive cues — like intent, tone and friction — from digital customers that resemble the information gained when serving customers in person. Your employees can use these insights to engage with context and empathy and, ultimately, help customers accomplish their goals.

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