Using Analytics for Better Customer Experience
Today, customers expect a seamless, highly personalized, and germane experience whether online, through an app, a call center, or in person, and they expect the personal information they make available to businesses to be utilized in their benefit.
In order to deliver the right messages and personalized recommendations, companies today face the challenge of making genuine-time decisions predicated on customer context and interactions. These decisions become paramount not only when the consumer interacts with any commercial channel of the company, but withal when they utilize the products and accommodations.
Most companies use multiple technologies for different business circumstances and channels, which do not communicate with each other, so they do not centralize consummate customer information and data, and that translates into a lamentable utilizer experience. Additionally, decision points and associated triggers are often consummately lost, leading to poor results.
Therefore, what is needed is an approach that sanctions companies to fixate on providing a superior customer experience, achieving pertinence, and integrated value at each point of contact. Organizations that are prosperous in achieving this achieve paramount amendments in consumer revenue, gratification, and loyalty.
Each step in the Customer Journey involves making decisions instantly about the concrete message that is most efficacious, the content of the proposal, the most congruous channel, the preferred color, or the ideal price. By solving quandaries regarding product use, dynamically varying costs and discounts, or solving complaints or payments, such decisions become highly valuable and paramount to the customer and the company.
A Customer Intelligence system that seeks to amend the utilizer experience must-have capabilities for coalescing online and offline data, utilizing analytical and machine learning models. The information processing must be carried out prodigiously expeditiously: once the client initiates the interaction, the applications must send pertinent data in authentic time for the formulation of the “Next Best Offer”. The analytics engine will cumulate business rules and personal data to establish the best possible proposal while the consumer is still intrigued and involved.
Real-time solutions are capable of capturing information from different sources: transactional (POS terminals, ATMs, pages and apps, eCommerce platforms), CDR's calls, navigation, available minutes, available data, convivial networks, geolocation, Internet of Things, product inventory, among others, to aliment analytical models that optimize marketing and decision-making processes.
In this way, global companies in the financial sector are already reaping the rewards of their investments in analytics, and it is a matter of time afore it becomes a standard practice for clients to receive offers plenarily habituated to their personal situation and through their preferred channel; The prosperity of these offers will have to do - to an immensely colossal extent - in that they are issued the moment someone shows interest.
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