Last month we partnered with contact center and customer experience leaders Jeff Marcoux from TTEC and Michael Pace from The Pace of Service for a webinar discussing omnichannel (blog part 1), digital disruption (blog part 2), and the 360-degree view of the customer. Our very own Senior Vice President of Marketing, Ted Hunting, led the discussion on these top trends ending with the importance of a 360-degree view in order to deliver a frictionless customer experience.
Click here to view the webinar on-demand.
In today’s era of customer-centricity, customers no longer have to make compromises. They can confidently demand a frictionless experience. Companies cannot meet this demand without understanding their customers and attaining a 360-degree view of the customer and their journey. How important is it to have a 360-degree view and how can companies achieve it?
Jeff Marcoux: “The marketing department has been working on it for a while and we’ve got some amazing tools that give us data enrichment and account based marketing. We know where our customers are and how to target ad channels, but I think brands have done a pretty poor job tying this into what I would call a real 360-degree view which needs to be tied into sales and customer service. You need to understand their preferences, their profitability and lifetime value. You need to understand their churn risk to your brand in order to inform you how you should treat them as a customer.”
Ted Hunting: “In the contact center space I think it is key to have an omnichannel agent desktop where the agent has all the customer journey information at their fingertips. They need the ability to not only access information for the current interaction but all previous interactions making up their customer experience journey. It is important to move away from siloed systems where multiple desktops are needed to see the entire journey. Another tip is to track customer journey by industry, customer segment, or product line to better understand customer behaviors and analyze NPS or CSAT by segment.”
Michael Pace: “Personalization is the next big trend in customer experience. You cannot reach a level of personalization without understanding your customer and having a 360-degree view through data and analytics. For example, if an agent is speaking with a customer they should be able to see past purchases and be able to make personalized recommendations. The issue I see today is that brands have too much customer data. There is no shortage of data but companies are struggling to dig into the data in a way that is actionable.”
For a webinar recap on other top trends, stay tuned on the Bright Pattern blog. If you prefer to watch on-demand, you can view the recording here.
Ready to switch to omnichannel? Contact our team today to learn more about the benefits of omnichannel and how we can help you get started.