Context-Driven Customer Engagements
Today there is so much data available that most organizations don’t know what to do with it. There are more things to measure and even more ways to measure them. If it was possible to harness that data and to analyze it in a contextual way, imagine the potential impact on customer experience and on operational efficiency.
Let’s consider a customer using web chat to reach their widget provider. Here is some of the data that could be used to influence that interaction:
- Who are they?
- Why are they reaching out?
- How long have they been waiting?
- Did a bot help them?
- What was said during that interaction?
- When did they last reach out?
- Which agent(s) helped them?
- What was said during that conversation?
- What was the outcome of the previous conversations?
- Do they have any other interactions in progress?
- Which channels do they usually use?
- Have they said anything about us on social media?
- Which offers fit their profile and history?
As that chat is being received, that widget provider could be taking into consideration who they spoke with last, or if there is an outstanding ticket for this customer with the support team. They could greet them not just by name but with a complete understanding of their journey, their preferences, and their purchase history – and choose to send them to an agent that can provide exactly what that particular customer needs, potentially before they even know that they need it. Not only is agent efficiency increased – customer effort is drastically reduced, customer satisfaction improved, revenues increased, and customer loyalty earned. The impact that this information could have on the interaction is huge.
So instead of talking hypotheticals – let’s talk about how to turn this into reality.
Context Data – What is It?
Context data is any piece of information that helps paint a clear picture when referenced with other relevant information. It can take the form of historical interaction data, such as number of previous interactions, conversation transcripts, channels used, agents spoken with, and outcomes. It can also take the form of real-time contact center data like queue information, agent state, interactions in progress, and SLA adherence. Other relevant data can come from traditional sources like product transactions, financial records, and customer satisfaction surveys. Add to that digital sources of information like web behavior and social network interactions.
What is Context-Driven CX and Why Should I Care?
Context-driven CX means leveraging all this data to drive customer experiences. It means capturing and using every interaction. It means normalizing data across all channels. It means providing agents with persistent and visible context. It means using real data to help train AI and bots to perform better. And it means that the data is reported upon consistently and accurately across all channels.
If you successfully deliver context-driven customer experiences, you can be sure of:
Faster Resolution: handle time is reduced and FCR increases
Better Customer Experience: offer continuous, reduced effort, proactive service
Increase Agent Success: greater efficiency, upsell opportunities, bigger spend
Successful Business Automation: benefit from fully leveraged integrations
Routing Improvements: optimize resources and increase handling efficiency
Smarter AI Bots + Data: make bots smarter by using information to train and improve them
Upstream Works leverages context to help organizations offer efficient, high quality customer engagements that increase operational and human efficiency while accelerating automation with fast ROI. Contact us for a demo or to learn more about how we help organizations like yours achieve your CX goals.