Baby boomers to the millennials, your customer needs, preferences, behavior have undergone change in leaps and bounds. Even if you are an industry behemoth, you are not insulated from oblivion if you are unable to recognize this change. Remember what digital did to Kodak?
The key takeaway was to evolve with the customer and to take the right action at the most opportune moment. Having said the above, most organizations are still struggling when it comes to delivering as per customer expectations.
The gap between customer expectations and service delivery keeps widening resulting in customer disengagement.
The needs of the digital savvy millennial customer are very distinct and diverse from that of the traditional ones. The millennials communicate over diverse medium, expect instant responses and don’ think before switching loyalty. In recognition of this need, most businesses have a digital presence. However merely having a digital presence is not enough. You cannot serve a customer without knowing what the customer actually needs at that moment and not specifically associating it with back-end processes and operations. To develop long term value-driven relationship with customers, businesses need to provide a seamless, cross-channel, contextual and personalized experience.
Why your business needs a Digital Sensing Platform?
Here’s how Digital Sensing Platform can help your business close the gap in customer expectations
Listen to your customers: Capture customer conversations, transactions and events from across channels and devices be it emails, social platforms, blogs, conversation threads, CRMs, text, images, and webchats. Dedicated databases for storing customer data flowing in from multiple channels is the first step towards decoding customer sentiments. An automated processing of incoming inputs and events is critical, and in order to comprehend the context completely, an omni-channel capability is key.
Discover customer intent and need: It goes without saying that identification of context is what differentiates an effective response to business opportunities from typical automated processing. 80 percent data flowing into organizations are unstructured. Analyze this unstructured data and discover context using advanced analytics such as natural language processing (NLP) machine learning algorithms, and complex event processing. Effective context discovery can be achieved with a combination of transactional analytics, content analytics and business rules management.
It helps businesses bucket information into Complaint, Request, Lead, Suggestion, Compliment and other relevant category, identify important keywords and link conversations related to same issue, maintain a conversation history of all inbound and outbound user and system conversations and responses and also get a 360-degree view of each customer in a single interface along with all conversation history.
Route customer requests to the right personnel: Trigger business processes based on business rules. The biggest obstacle to an effective and timely response to business moments today is the siloed and disparate nature of systems and functions. A robust business process management that automates the workflows and also allows for intelligent routing and workforce engagement is critical. It helps to achieve straight through processing in cases that do not have exceptions and also supports back-end processes.
Engage Customers: Instantly send relevant and targeted communication via multiple channels through a unified communication platform. There are various ways to achieve it and many organizations today are trying to automate the outgoing communication. However, a communication mechanism that taps the intelligent routing and messaging system through leverage of integrated context is what differentiates a great response from a mediocre one. A Unified communication platform helps not only in dispatching highly contextual and personalized communication to the customers, but also in tracking delivery and responses of messages which results in enhanced customer engagement.
Capture Conversations, Discover Context, Trigger Processes, Engage Customers
What Businesses need today is an end-to-end communication platform. From servicing front-end customer touch points to initiating back-end processes, Digital Sensing Platform converges customer interactions from across-channels, utilizes advanced analytics to discover sentiments and context from conversations, triggers appropriate back-end processes and sends timely and relevant communication to customers-all from one single platform.
While companies focus on developing mobile and social capabilities, the real leverage comes from being able to connect systems, processes, people and things of the organization and operate in the right context. Digital Sensing Platform makes it possible by combining omni-channel, analytics, business rules management, business process management and unified communication capabilities directed to tap business opportunities and allows you to engage with your customers and prospects in their own context.
Virender Jeet, senior VP Technology at Newgen Software