Brands today are facing a new challenge; keeping up with customers rather than keeping up with competitors. A recent study by Accenture Interactive found that “more than nine in ten companies are struggling to deliver digital customer experiences that exceed their customers’ expectations”. Customers’ expectations are changing on a daily basis, and traditional customer experience solutions have been slow to adapt to tracking the needs of the multi-channel consumer.
How to select the right customer experience solution:
1. Big data analytics
Large sets of customer data usually contain patterns of customer behavior, correlations between groups of customers, market trends, and valuable business insights. The ability to interrogate, analyze and make sense out of large volumes of data is crucial to improving business decisions. The findings from big data can indicate new revenue, improved customer service, and cost savings opportunities.
However, holding large volumes of data will result in a high Total Cost of Ownership (TCO). The ability to compress this data will allow enterprises access to all of the data analytics for as long as required. With new data compliance acts coming into effect in 2018, data compliance transformation will occur across many industries and markets. Storing this data securely, yet with instant access, will become the new big data goal.
Big data analytics is likely to evolve by incorporating advancements in machine learning and artificial intelligence. Big data solution providers will be able to identify anomalies in real time, as well as model and predict how customers will behave in digital sessions. Predictive analytics will provide tools to help solve small problems before they become significantly bigger and hurt the business at scale.
2. Session record and replay
When things go wrong in digital, the first person to find out is usually the call center agent. Then – assuming the issue is properly relayed within the organization – it’s down to IT to try and exactly reproduce the error as seen by the customer. Wouldn’t it be better to immediately see the problem, exactly as experienced by the customer? Session recording and replay allows real-time playback of any online session, including desktop, tablet and mobile.
The customer optimization process can then begin by following all the customer’s interactions with the brand. This includes tracking the following:
- Device: desktop, tablet or mobile
- Operating system
- Geographic location
- Screen as viewed by the customer
- Mouse movements, finger swipes and taps
- Device movements
- Customer demographics
- Traffic sources
- Amount of time on page
- Interaction with elements on the pageTyped-in data
3. Build a 360-degree view of the consumer
New communication channels like social media, text and chatbots have increased the touchpoints that a customer has with a brand. The problem businesses face today is collecting all the new experience performance data, and integrating it with existing customer account data. A customer experience solution that provides a complete 360-degree view of the customer allows enterprises to personalize their product offer and market on a one-to-one basis.
Up until recently, customer experience solutions have relied on taking individual data from traditional customer channels like phone calls, emails, store sales, and website conversions. Individual departments like IT, Marketing, and Customer Support, have then handled the data in siloes, with their own analytics system.
Today, more and more organizations are moving away from this disjointed approach to a more comprehensive way of examining the customer experience. At Glassbox, we have found that enterprises are looking for an all-in-one customer experience solution that is built for any business user, has a clear interface, is easy to operate and to integrate with other solutions within the existing organizational ecosystem.