Putting marketing influence deep into the sales cycle with prescriptive analytics - ResponseTap - ContactCenterWorld.com Blog
Imagine, you are planning your campaign, identifying which content and messaging works at each touchpoint and when. For example, when do you push features and benefits or just hit visitors with products and offers.
It’s difficult enough getting this right for a pure online experience, but what happens when they pick the phone up? How do you as a marketer continue to manage the messaging – right time, right place and right offer – through the voice of the sales agent?
As marketers, it is essential that we understand how to enhance the experience across the entire customer journey – both online and offline. The ability to do this deep within the sales cycle gives marketers the opportunity to be prescriptive about the journey sales agents take customers on. By offering insights on what has gone before, and suggesting ‘Next Best Actions’ sales agents are empowered to help the customer continue their own personal journey and reach a potentially superior sales outcome.
The ResponseTap App that sits within Salesforce enables you to deliver prescriptive ‘Next Best Action’ messages, based on your caller’s online journey prior to picking up the phone, to sales agents exactly when they need them. So, when you are planning your campaign, you can think through the process of the phone call in context of the overall customer journey. If the caller is interested in “X”, then you can upgrade to “Y” or offer a package deal on “X”, “Y” & “Z”. You could also suggest alternatives if the call starts to go cold. By serving prescriptive suggestions directly to the sales agent at the point of the call, you, as a marketer, have better control over the outcome and are less dependent upon the charm of the sales agent to win the day.
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Response Tap Monday, 16 May 2016. Posted in General
Publish Date: May 16, 2016 5:00 AM
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