Context-driven CX
What is context-driven CX?
Leveraging all available data to paint a clear picture of the customer experience when referenced with other relevant information. It can take the form of historical interaction data, conversation transcripts, channels used, agents spoken with, and outcomes. It can include 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 CSAT surveys. Add digital sources of information like web behavior and social network interactions.
Context-driven CX means using what is already known about a customer and their situation to shape each interaction. Instead of starting every conversation from zero, agents and automated systems see recent contacts, open issues, account status and relevant operational data before they respond.
Context matters because customers expect not to repeat themselves, and because the right next step often depends on what happened earlier. In practice, organizations bring context together in the agent workspace, pass it along when a conversation moves between channels or from a bot to a person, and use it to personalize self-service. Signs that it is working include fewer repeat contacts, shorter handle times and less time spent by agents searching for information.
Related: Customer context, Context data, Interaction history, Totalix.