A single customer view
Combine all data and analytics to form a deep understanding of who your customer is
Do you know who your customers are?
Understanding evolving customer needs and expectations and how to align them to a positive customer experience could prove to be an unsurmountable challenge. That is, unless an organization first knows who exactly its customers are.
While it’s common practice to segment and form customer personas based on historical transactional data and information contained within CRM systems, those archetypes and their associated behavior will only exist in that moment in time. Moreover, there’s a strong possibility that those personas will be one dimensional.
Collect and combine your data to form a singular view
When data sources within an organization are scattered across different systems, departments and formats, unifying them can be a challenge. For many brands, manually consolidating this data into a universal format to gain deeper customer insights may simply be out of reach.
However, by leveraging the right technologies and tools, organizations can unify data from customer interactions across digital assets and contact centers. When combined with transactional and CRM data, this creates a single, comprehensive view of the customer.
AI will be your BFF here. Lean on this technology to help you sort and combine all the data from customer interactions and help you form a holistic, singular view of your customer.
Understanding your customers is beneficial for every aspect of business
This level of insight is invaluable in recognizing trends and behavioral patterns that indicate a customer’s potential lifetime value, chance of becoming loyal to a brand and, of equal importance, displaying the warning signs that could end in attrition.
With such a clear view of the customer, marketing and promotional strategies become more focused and relevant.
The case for omnichannel engagement technology
To return to customer journeys, whether email, online chat, messaging or voice, different customers use different channels for different reasons. A customer’s channel of choice is based on context — the type of issue requiring resolution as much as any behavioral pattern relating to demographics.
For a brand to maintain and augment a single view of the customer, all relevant information provided by that customer (as well as the nature of the interaction) needs to be captured and added to that customer’s history, regardless of the channel. What’s more, if the nature of the interaction requires a customer to move from one channel to another, such as from a chatbot to a live online chat with a contact center agent, that information also needs to seamlessly change channels.
It is for these reasons that an omnichannel engagement platform is key to delivering in line with a brand promise while continuing to build a complete view of the customer.
When integrated into the contact center environment, omnichannel engagement technology facilitates the free flow and capture of data across channels while empowering frontline CX employees to resolve issues without requesting a customer resupply information already given.
Lean on AI to analyze data and enhance customer interactions
AI's ability to analyze data allows for predictive customer insights, enabling contact centers to anticipate customer needs and tailor their services accordingly. Additionally, when it comes to working directly with customers, AI can streamline interactions by handling routine inquiries and freeing up human agents to tackle more complex issues. This division of labor not only enhances efficiency but also ensures that customers receive the timely support they need.