A guessing game show is great for entertainment, but not the customer experience

It’s always fun to play games of chance and facetious calculations. Games shows are a perfect place for people to make lucky guesses – business strategies for customer service are not. In an age of rising customer expectations, how can companies stop guessing customer needs and provide more personal and appropriate experiences? By leveraging consumer data, organizations can better anticipate and respond to customer inquiries. John Ou breaks down the five steps to implement and maintain a data-driven customer experience.
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Businesses can leverage data to provide a more personal customer experience.

Whether you’re trying to get a right answer to win one million dollars or spin a wheel to guess a phrase, game shows can be exciting. Many game show participants rely on a strong foundation of knowledge; however, all players must also lean on luck and have a knack for making guesses. And although taking calculated guesses is fun on a game show, guessing shouldn’t be a business strategy when improving the customer experience.

Today, the brand is synonymous with the customer experience. Every experience either enhances or damages brand reputation in the mind of the customer. And when done right, businesses across any industry can see a dramatic revenue impact by focusing on the customer experience.

So how can companies stop guessing what customers want and deliver more relevant, hyper-personalized experiences? By consistently leveraging customer data across channels. To do so, businesses can capitalize on this data by following five main steps:

  1. Integrate data across channels and touch points. Integrating channels and data across touch points is a key first step in effectively interpreting and using customer information. It’s common for customer data to live across multiple channels and touch points in the customer journey. Look for omnichannel solutions that can handle most interaction points, but can also integrate data from interactions that are happening outside of one specific platform.
  2. Run predictive analytics to better understand consumer needs. Use big data technology to run models on massive data sets across channels, and look for patterns that influence or predict success and failure. Start by identifying the desired outcome and then run big data modeling to find what factors predict the outcome. The value of the modeling will depend on how much of the customer data has been integrated. You can predict outcomes much more accurately if you feed a comprehensive view of customer interactions into the model. Trying to predict outcomes using a sliver of interaction data is inconclusive because of all the other factors that are not considered. In utilizing predictive analytics across data sets, companies can provide a more contextual understanding of each customer journey.
  3. Implement contextual awareness. If you can make your IVR technology contextually aware of recent customer communications across the different channels, the customer’s interaction can be streamlined, thus saving the customer and the company excessive time and resources, while improving customer satisfaction scores. For example, based on survey data from one of our customers in the financial space, a streamlined interaction such as “Welcome back John. I see we texted you earlier about a payment due today. Are you calling about that?” can increase satisfaction scores by 7 percentage points, while reducing the call duration by an average of 30 seconds. It is hard for companies to achieve these types of gains if they don’t have access to data regarding all of the company’s recent interactions with the customers. Armed with the data, however, a social team can engage in an intelligent way that shows an understanding of the situation. The company that is perceived to be smarter and more responsive to the customer will gain a competitive advantage.
  4. Experiment. Experimentation generates valuable data. If businesses always gather data in the same way, it is difficult to know why a customer experience is or is not working, or if something might work better. Companies that try multiple approaches to see if another strategy works better can find the factors that really matter in creating a positive customer experience, versus those that do not.
  5. Document the Results and Socialize. Why reinvent the wheel? Effective documentation and communication of the results guarantee that these gains can be reproduced with minimal effort. Moreover, incremental enhancements can be built on top of proven methods to achieve even better results.

 

A guess-free future.

The better job your organization does at providing an effortless, personal experience, the more customers will buy from you – and be less likely to buy from your competitors. At the same time, these customers are very likely to become evangelists for your products and services. And the more people who can advocate for your company, the better – no guessing required.

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  • With the availability of cross-platform analytics applied in the spectrum of the customer experience, visualization allow us to map the tendencies and scenarios. It is a game of optimising experience through predictive analytics.

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John Ou

About John Ou

John Ou, senior principal UI designer of Nuance’s Enterprise division, specializes in data-driven designs and gain-share engagements for the Healthcare and Financial verticals. He is also a lead SME on ID and Authentication strategies for the UI discipline, and a principal member of the UI Data Management team.