Cookie Preference Centre

Your Privacy
Strictly Necessary Cookies
Performance Cookies
Functional Cookies
Targeting Cookies

Your Privacy

When you visit any web site, it may store or retrieve information on your browser, mostly in the form of cookies. This information might be about you, your preferences, your device or used to make the site work as you expect it to. The information does not usually identify you directly, but it can give you a more personalized web experience. You can choose not to allow some types of cookies. Click on the different category headings to find out more and change our default settings. However, you should know that blocking some types of cookies may impact your experience on the site and the services we are able to offer.

Strictly Necessary Cookies

These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site may not work then.

Cookies used

ContactCenterWorld.com

Performance Cookies

These cookies allow us to count visits and traffic sources, so we can measure and improve the performance of our site. They help us know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies, we will not know when you have visited our site.

Cookies used

Google Analytics

Functional Cookies

These cookies allow the provision of enhance functionality and personalization, such as videos and live chats. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies, then some or all of these functionalities may not function properly.

Cookies used

Twitter

Facebook

LinkedIn

Targeting Cookies

These cookies are set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant ads on other sites. They work by uniquely identifying your browser and device. If you do not allow these cookies, you will not experience our targeted advertising across different websites.

Cookies used

LinkedIn

This site uses cookies and other tracking technologies to assist with navigation and your ability to provide feedback, analyse your use of our products and services, assist with our promotional and marketing efforts, and provide content from third parties

OK
[HIDE]

Here are some suggested Connections for you! - Log in to start networking.

EXECUTIVE MEMBER
Ikhwal Sidiq
Assistant Manager Trade and Remittance Services
408
MEMBER
R. Aju Eko Suprati
Ketua Subkelompok Program dan Anggaran
0
MEMBER
Firas Kurdi
Customer Service Director
0
MEMBER
Selin İcer
Quality - Training & Academy Director
13
MEMBER
Thamer Noori
Director of Industrial Security and Safety Dept.
13

Article : Tracking the Customer Journey Is Critical for Engagement

Competition for customers is more intense today than ever before, and companies struggle to differentiate themselves from the competition. Our research repeatedly finds that customer experience is a key differentiator. "Our Research Into Next-generation Customer Engagement" said the impetus for improving vr_NGCE_Research_01_impetus_for_improving_engagementengagement is to improve the customer experience in almost three quarters (74%) of participants. One increasingly popular way to do this is to use customer journey maps, which show how companies plan to engage with customers: at what times, through which channels, at which touch points and with which business units or using which self-service technologies. "Our Benchmark Research Into Customer Relationship Maturity" shows that two-thirds (67%) of very customer-focused companies use customer journey maps. The top four uses are to develop more customer-focused employee training (by 78%), personalize customer experiences (76%), enhance customer experience processes (73%) and drill down on customer experience processes to the customer segment level (73%). Typically producing these maps has been a manual process, perhaps using process mapping tools; in these cases few companies were able to capture and visualize actual journeys. However, as more business units engage with customers and companies deploy multiple channels of engagement - including self-service - improving the customer experience and mapping the customer journey become more complex, and to keep up companies have to invest in processes and tools that help them automate the process of producing maps and capture data about and visualize actual customer journeys.

I covered details of this complexity in "My Review of Lessons Learned During 2014." I recommend thinking of the customer journey in four dimensions:

  1. Customer business journey. Customers go through a series of steps in evaluating and using new products and services. It begins with learning about them (often by perusing marketing campaigns, searching the Internet and getting word-of-mouth recommendations), then purchasing those they select, beginning to use them, which might require some initial support, and accessing ongoing customer service. Satisfied customers are likely to repeat the process and provide opportunities for upselling and further purchases. "Our Benchmark Research Into Recurring Revenue" shows that this journey has become more complex as more companies move from one-off sales to providing ongoing, Internet-based services - for example, software vendors providing cloud-based rental of applications rather than licensing on-premises products. The customer business journey thus complicates the relationship between marketing, sales, customer service, finance and HR departments and requires processes that flow across business unit boundaries, sharing of customer data, information and metrics, and collaboration between everyone involved.

  2. Customer engagement journey. This often is what is called "the customer journey"; it seeks to map the channels and touch points that prospects and customers use to engage with companies. To do this companies need to understand every point of engagement, how people travel across channels to achieve their objectives, and the outcomes of interactions. To understand them requires capturing every interaction on every channel, business outcomes (Did the customer make a purchase?) and the customer’s emotional state during and after each interaction.

  3. Internal business journey. Most companies are organized into separate business units. These often have their own processes, systems and metrics, and typically each deals with prospects and customers at different points in the customer business journey - in isolation from the other business units. To ensure consistency of the customer experience, companies should develop and share a single view of customers and ensure that decisions and actions are based on that common view; they also should take into account the likely impacts of those decisions and actions on other points in the business journey.

  4. Product and service journey. Most companies have multiple products and services; some are simple and some complex. Prospects and customers therefore engage with companies in different ways and channels, depending on the product or service. Companies therefore have to consider all the above journeys for each product or service.

Managing the complexity of the customer journey in all its facets vr_Customer_Analytics_02_drivers_for_new_customer_analyticsrequires specialist tools. "Our Research Into Next-generation Customer Analytics" shows that to manage this complexity a majority are turning to customer analytics to improve the customer experience (63%), their customer service strategy (57%) and the outcomes of interactions (51%). Analytics requires data, and the research finds difficulty here; nearly two-thirds (63%) said that the data they require is not readily available, and almost half spend most of their time preparing data (47%) and reviewing data for quality (43%). This is a serious impediment to mapping the customer engagement journey, which requires capturing data from multiple communication systems (including the telephone, email and Web servers, mobile phones and social media), having processes and systems that can link transactions from one communication system to the others, and visualizing the outputs in graphic forms that are easy to understand. The outputs should clearly show the business outcomes of journeys, such as whether a customer renewed a contract. Indeed outcomes enable organizations to identify weaknesses in existing journey processes and guide them to improve future interactions.

Data also plays a key role in the customer and internal business journeys. Typically it is captured and stored in a variety of business applications such as CRM, ERP, customer feedback, billing and others. To produce a complete view of the customer, including the individual’s emotional state and likely next actions requires the use of systems that can extract data from all these systems, rationalize it and produce analysis and dashboards in forms suitable for different users.

The ultimate goal should be to combine all these sets of data into a single view of the customer. Where possible the systems should work in real or near real time so all users make decisions based on the most up-to-date information as when vr_Customer_Analytics_03_key_benefits_of_customer_analyticsa contact center agent is asked for the status of a promised delivery. Furthermore the systems should support access to information on mobile devices to enable employees away from their desks to be notified of issues needing immediate action. Our research shows that getting it right can deliver real benefits; chief among them are improved customer experiences (55%), better analysis of the business (52%) and better alignment across the organization (51%). Companies long have talked about having a "360-degree of the customer," and new systems that can process structured and unstructured data now make it possible to produce such a view. Some of these tools use speech and text analytics to better understand the customers’ emotional states and anticipate their next actions. New systems that can capture all interaction data and combine this with business data make it possible to map actual rather than hypothetical customer journeys and provide analysis that guides companies to improve processes and training and through it future experiences. Tools that manage customer experience and journey maps are available from a variety of vendors. I recommend comparing these systems and choosing the one that best enables your organization to start mapping its customers’ journeys.


About Richard Snow:
Richard leads Ventana Research’s Customer and Contact Center research practice, which is dedicated to helping organizations improve the efficiency and effectiveness of managing their customers, throughout their lifetime and across all touch points, including the contact center. He conducts research exploring the people, process, information and technology issues behind customer operations management, contact center management, and customer experience management. He also works with senior business operations and IT managers to ensure that companies get the best performance.

About Ventana Research:
Company LogoVentana Research is a benchmark research and advisory services firm. They provide guidance to help organizations manage and optimize performance. Ventana Research focuses on business and technology trends and best practices that maximize organizations’ potential to perform while reducing the time, cost and risk and still achieve optimal outcomes.
Company RSS Feed   Company Facebook   Company Twitter   Company YouTube   Company LinkedIn   Company Profile Page

Today's Tip of the Day - Utilize Time & Money Saving Tools

Read today's tip or listen to it on podcast.

Published: Friday, November 20, 2015

Printer Friendly Version Printer friendly version

2024 Buyers Guide Speech Technology

 
1.) 
Premium Listing
Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.


2.) 
Daisee

Daisee
Daisee builds technology that empowers people to solve problems by making interactions simple and smart so they can have a more significant impact, be more productive and be better at what they do. We believe incremental improvements carry huge potency and provide exponentially greater change for the better.

Genesys customers can now automate risk and quality management using Daisee’s speech and sentiment analytics and remediation workflow software. Daisee helps improve customer experience, ensure regulatory compliance, identify missed commercial opportunities & training requirements as well as provide valuable insights back to the business directly from the frontline – the true voice-of-...
(read more)

3.) 
Eckoh

EckohASSIST
Advanced speech recognition and natural language expertise that routes callers by simply asking ‘how can I help you?’. It allows customers to use their own words to ask for what they want and steers them to the right place.

Menus are eliminated altogether and contact centres can use a single inbound telephone number.
 

About us - in 60 seconds!

Join Our Team

Industry Champion Award Leaderboard

Most active award (top 10) entrants in the past 48 hours! - Vote for Others / About Program
Submit Event

Upcoming Events

The 19th AMERICAS Annual Best Practices Conferences are here! Meeting Point for the World's Best Contact Center & CX Companies Read More...
 31734 
Showing 1 - 1 of 3 items

Newsletter Registration

Please check to agree to be placed on the eNewsletter mailing list.
both ids empty
session userid =
session UserTempID =
session adminlevel =
session blnTempHelpChatShow =
CMS =
session cookie set = True
session page-view-total = 1
session page-view-total = 1
applicaiton blnAwardsClosed =
session blnCompletedAwardInterestPopup =
session blnCheckNewsletterInterestPopup =
session blnCompletedNewsletterInterestPopup =