cross channel analytics the challenge of understanding complexity
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Cross Channel Analytics
The Challenge of Understanding Complexity
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First Contact Resolution
Customer Satisfaction
Operational Efficiency
Call Volume Reduction
Sales Performance
Competitive Intelligence
Customer Retention
Quality Assurance Effectiveness
Collections Optimization
Marketing Campaign Effectiveness
Popular Uses of Interaction Analytics
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5% - 10% reduction in average call handling time (AHT)
1% - 5% improvement in sales performance
1% - 3% improvement in customer retention
1.0 point – 2.0 point increase in Net Promoter Score
Return on Investment within 6 – 9 months
Typical Gains from using Interaction Analytics
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Cross Channel Communication
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Varied, complex, multi-channel communications
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Customer Engagement Trends
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Customer Engagement by Number of Channels
Source: Ovum, October 2010
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Communication Channels in Use
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Inbound Customer Interaction Channels Supported by Industry Vertical
Source: Frost and Sullivan, March 2009
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Customer Experience Correlates to Loyalty
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Four Pillars of Customer Communication
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• HolisticMultiple Touchpoints = Multiple Opportunities
• ContextualPutting Service into Perspective
• PersonalAdding a Personal Touch
• TimelyMaking an Impact at the Moment of Truth
• A high-impact strategy for creating an outstanding customer experience during every interaction
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Four Pillars of Customer Communication
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• Holistic: Multiple Touchpoints = Multiple Opportunities
• Cross-channel analytics isn’t just about compiling customer data. Rather, it’s about understanding its meaning in a holistic way and determining what to do with all the information that you gather.
• Analytics is about how to drill down and enlighten the organization as to how to create the superior level of customer service that people want.
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Four Pillars of Customer Communication
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• Contextual: Putting Service into Perspective
• Using context awareness, the organization can now approach the customer in a smart and relevant manner
• Context awareness can provide information that will guide the contact centre representative to take a particular action that provides the most targeted and impactful results to both the customer and the organization
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Four Pillars of Customer Communication
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• Personal Adding a Personal Touch
• “Personalization means truly knowing your customers and providing them a service they feel was tailored to their needs
• A significant impact is made by offering personalized service
• Taking the information you’ve gathered on a customer and using it to enhance a customer’s satisfaction creates loyalty.
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Four Pillars of Customer Communication
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• Timely Making an Impact at the Moment of Truth
• Offering the right customer service or recommendation at the right time
• Once the moment is gone, once the customer is gone, it’s irrelevant to try to go back and re-create the experience.
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Conclusion
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• Positive experiences create continuing loyalty - just one negative customer experience can easily result in churn and lost revenues
• Companies must deliver a consistently excellent customer experience across all channels
• The four pillars of customer communication—cross-channel analytics, context awareness, personalization, and real time—combine to form a high-impact strategy for creating an outstanding customer experience during every interaction, regardless of channel
• Organisations must find ways of capturing and analysing all interactions across all channels