With the launch of the NICE Customer Journey Optimisation solution, customers are told they can now enjoy a personalised experience with much less effort.
At the same time sales organisations are promised transparency to the customer experience across different channels and touch points – allowing them to reduce customer effort, increase customer loyalty, operate more efficiently and maximise revenue opportunities.
Customers today use an average of six different channels to contact companies and service providers (source: NICE 2013 Customer Experience Survey). They switch quickly from web, to telephone, to social media, to chat, to interactive voice response, to visiting a retail location, depending on whichever is most convenient at the moment, all while expecting the company to remember what they said and did over several of their past interactions.
NICE says companies as a whole, and divisions such as marketing, sales, and service, manage each of these channels as silos, optimising the customer experience for each channel independently but losing track of the customer’s overall journey as they jump from channel to channel.
“Organisations must be able to connect all the dots in order to see the ‘big picture’ of how customers interact with them across channels and touch points,” said Yochai Rosenblat, president of the NICE Enterprise Group. “Customer Journey Optimisation helps organisations know where customers have been, what they’re trying to achieve, and why specific issues led them down a particular channel.”
The cloud-based solution uses predictive and real-time analytics as well as patented machine learning technologies to identify customer behaviour patterns and help determine customers’ next move, likeliness to churn, or interest in a particular product or offer. Organisations can use this information to personalise the customer experience in real time by deciding which offers or messages to present to a customer while an interaction is taking place.
Journey visualisation allows organisations not only to focus on the individual journey but also to understand the impact of the thousands of journeys that take place each day. By analysing and monitoring cross-channel paths, companies can use the solution to detect important insights about groups of people who exhibit a similar pattern of behaviour. This could identify problems and opportunities that might once have gone undetected.
“Our solution is unique in enabling companies to identify journey bottlenecks and reduce customer effort for whole segments of customers, while at the same time enhancing and personalising the experience for each individual customer,” said Rosenblat. “Understanding the customer journey is instrumental to improving customer experience and driving brand loyalty.”