Customer Indecision Part 1: Increasing conversion and enhancing the customer experience when selling a complex product

bmetric Explore is a series of posts, each written to explore various industry-specific topics in relation to the customer journey, online engagement, and the contact centre.

How do brands maintain the competitive edge when dealing with a complex product and close competitors? Operating in a competitive market is a constant struggle to stay agile and adapt to meet the needs/expectations that customers have of your brand, your product and service. Curating an optimal path-to-purchase around a complex product can be a difficult balance to strike. One approach is simplifying your offering, but here you risk appearing out-of-touch and inflexible to our customer’s needs or expectations. On the other hand, offering a wider variety, personalisations or added extras to your offering can actually be a hindrance to the customer journey. Decisions require time and energy. They can create more questions than answers for some customers, uncertainty can be a major flaw in the customer experience.

Indecision in the customer experience will result in you losing some customer segments of high-potential and high-value leads. By some, these lost segments have been accepted as a collateral loss of the, now broadening, consumer-base of eCommerce. However, this collateral can be reduced, with an intelligent solution. Where some customers are content in the current online experience, other customers require some more personal influence and guidance to complete their path-to-purchase. These are the customers who are being lost to indecision and lack of guidance.

Key to engaging these online visitors, without disrupting your current leads, lies the ability to selectively deliver a personalised experience to specific customer segments; it begins with real-time customer journey analysis, followed by a tailored engagement.

There is a way to guide those customers who are not being convinced by your offering alone. These customers must be identified and engaged, intelligently. This means engaging those customers (and only those customers) who are showing signs of churn, friction or exit-intent. On top of that, not all customers are of the same value to your business, with regard to the cost of your contact channels. An intelligent solution must take lead-value into account, to increase and maintain the cost-efficiency of your customer contact.

Onsite Channel Management

With well over 600 paths to engagement, Onsite Channel Management can influence customer journeys with accuracy, accounting for comprehensive customer data to bring each engagement to most efficient and likely site of conversion (the website, call centre, chatbot etc).

Many brands have applied pop-up style engagements to their eCommerce website, however, there are three main areas in which in-house engagement solutions fall short: targeting-accuracy, practicality, and self-learning optimisation. And these three elements are crucial factors, contributing to the effectiveness and returns from proactively engaging your website visitors.

Accuracy

Paying close attention to the customer and their journey.

The key to a successful intelligent engagement lies in the lead-up to the engagement. Asking the right questions about the customer and their customer journey. To follow through to a successful engagement – not an irrelevant or a disruptive one – the route to engagement must be responsive to comprehensive data, gathered from an assessment of the customer’s profile and the customer journey from end-to-end. Accounting for this data, the customer is engaged or routed in a direction which increases the likelihood of conversion; in a cost-effective manner.

Each customer journey is a construction of signifiers which indicate the customer’s state-of-mind whilst browsing. For example, whether the customer is a first-time or return-visitor, looking into the minutiae of your offering or lightly browsing over your site, or how far the customer is in their path-to-purchase when they cease to continue their journey. An intelligent engagement is responsive to such signifiers and has no limit to the number of customer journeys which it can track and engage. Without this attention to detail, engagements will be misplaced or obtrusive to the customer.

Cost-efficient Excellence

Cutting the cost of contact; whilst enhancing the customer experience.

It’s no secret that efficiency and proactivity in the contact centre are important for both customer and business. Onsite Channel Management is engineered to strike the balance between the customer’s needs and your organisational needs. Onsite Channel Management makes it easy to achieve both in a way that benefits your department and the customer.

Onsite Channel Management is responsive to your KPI’s and organisational objectives. By assessing the value of each lead, current call-loads and call-centre opening times, Onsite Channel Management will distribute leads according to the strengths and abilities of your contact channels and customer contact teams across your organisation. It does this whilst avoiding cannibalisation of sales; meaning online-minded customers remain online, while those who can benefit from a contact centre engagement are routed to the contact centre.

By routing only the high-value customers to your high-touch/high-cost channels and the lower value leads to your low-touch/low-cost channels, Onsite Channel Management maximises the efficiency of your channels and provides leverage over customer contact loads and lead distribution. Onsite Channel Management lowers both, the amount of unnecessary high-touch interactions, and the instances of customers being delivered to an unhelpful channel. For example, routing a complex, high-value customer query to a chatbot, requiring the customer to be routed once again. Onsite Channel Management lowers the instance of such negative customer experiences.

Feedback and Optimisation

Self-learning optimisation and adaptation for an ever-changing market.

Finally, to make Onsite Channel Management into a fully responsive system, our Feedback Loop uses machine-learning to reflect on previous engagements, assessing their success with a view to improving and optimising future engagements. This is how Onsite Channel Management develops a deeper knowledge of your customer base and evolves along with it.

Relating directly to the User Experience (UX) Onsite Channel Management provides insights which can be applied to improve the usability and information architecture on of your websites. By providing the context to each call which comes in through calltracking technology, Onsite Channel Management gathers insights on the points of the customer journey which could be optimised, to reduce unnecessary calls, or increase the calls which are of value to you. On top of that, the context of each call can be provided to the call agent, increasing the proactivity of your call agents by allowing them to work smarter to meet, or even exceed, customer expectations.

To build trust, as a brand, you must consistently show that you can deliver what your customers expect from a customer experience with your brand; to new and returning customers.

To your customers, intelligent engagements provide ease-of-use, contributing to a confidence in your brand by drawing customers out any of points of indecision or struggle which may prevent them from going on to purchase. In the increasingly diverse markets such as utilities, insurance and travel, engaging your customers in a way which communicates both convenience and reliability is giving brands the competitive edge.

The overall impact which you can expect to see from Onsite Channel Management is an increase in high quality leads to your contact centre, and optimised conversion; via the ability to leverage customer contact to better suit the strengths of your departments. Onsite Channel Management achieves this intelligently; whilst simultaneously enhancing the customer experience. If you would like to learn more about bmetric technologies and what they can do for your specific department or organisation as a whole, speak to one of our New Business Engagement team or visit us at bmetric.com.

In next week’s edition of bmetric Explore, learn how Onsite Channel Managment is also a solution when the external choice factor of close competition is lowering your conversion rate.

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