Unspoken Insights: Unite website & contact centre to hear what isn’t said

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.

 

“The most important thing in communication is hearing what isn’t said.”

This quote, by Peter F. Drucker – Management Consultant and well-renowned ‘business thinker’– is often cited to inspire people to consider their own non-verbal communications. Everything from the colour of their company logo, to the shade of tie they wear to work.

Ironically the quote in itself is rather vague and open to many applications. It plainly states that, other than the messages which are intentionally communicated, there can be a wealth of useful knowledge within the messages which are communicated unintentionally. Aside from body language and the power of symbols, within this quote is a unique perspective on interactions with customers and the customer experience. It’s especially crucial to any business looking optimise and increase revenues through the contact centre and the website.

Simply put, your customer isn’t as invested in improving a subpar customer experience as you are. They can easily go elsewhere if not satisfied. A business which values customer centricity would be wise not to overlook what the customer is not telling you. Let’s give more customers what they want; before they have to ask for it.

During every use or interaction with your brand, such as browsing your website or using a self-service function, the customer is in effect communicating to you; without writing or speaking to you. What they’re communicating, through their unspoken interactions (their activity on your site, interactions with your self-service portals, combined with the customer profile) is crucial in making sure you’re offering the right channels and self-serve capabilities to provide the best-tailored customer experience to each of your customers.

From a customer perspective, a chatbot is a poor substitute for an efficient online self-serve or call centre experience. Let’s not overlook the fundamental first steps, optimise the website and prepare the call centre for those more complex, high-value conversations. The current trends in Natural Language Processing and Sentiment Analysis technologies in the contact centre, over-look the more fundamental areas in which to enhance the customer experience; whilst increasing sales and reducing costs in the existing customer contact channels.

Combining customer profiles with the details of customer activity on your site, in both a single customer view and on the wider perspective, is the important first step to effectively enhance each call centre interaction, optimise self-service functionality and curate the information you provide on your website. Until cross-channel insights are gathered and acted upon, any chatbot will be operating under the inefficiency of unintelligent cross-channel routing.

Before looking to take on a new channel, wouldn’t it be the more pragmatic approach to fully optimise the channels which you already own?

To effectively optimise customer contact, we must not ignore the sources of friction and general customer dissatisfaction in the customer journey. We must highlight the touchpoints which can solve routine customer queries or offer self-serve before customers feel the need to call or chat. The ability to do that lies within your website. All you require is the right cross-channel insights from your customers’ online journeys and their interactions with your call centre operative.

It is possible to capture, prioritise and distribute leads in a way that optimises conversion and effectively manages customer contact; before implementing additional channels. Onsite Channel Management ensures your organisation is getting the most out of your current channels, it segments and manages customer contact so that all of your channels, your call centres, web pages, apps and chatbots are operating to their strengths, by presenting specific channels to the customers which they can truly be of assistance to; and ensures they match in terms of the cost of the channel and the determined value of the customer.

Here’s how we do it

Through the Decision Tree, bmetric can provide well over 600 potential routes to engagement. It is important that you’re not limited by your routes to engagement, because the choice to engage a customer must be made carefully, considering a multitude of data-points and outcomes. Without a comprehensive Decision Tree, engagements can be misguided, ineffective or intrusive to the customer. By building this substantial cognitive network, bmetric ensure that the right customers are offered the optimal channel, with a tailored call-to-action, at the right time in their customer journey.

Here is one example; a customer is on your website, but they have a query which is preventing them from continuing on to purchase. They’re definitely interested in purchasing, their customer profile indicates that they belong to one of your key customer segments, but they are not completing their purchase. Onsite Channel Management makes a decision to engage this customer, it does this based on the online activity of the customer, which segment of customers you would like to engage, how you would like to engage them; and uses machine learning to optimise any future engagements.

Some customers can be prompted to complete their purchase online. Onsite Channel Management can engage these leads with an online channel (ie. chatbot) or specialised promotion, to avoid cannibalization of sales. However, if the customer is exhibiting exit-intent and is unlikely to be brought to purchase through the online flow alone, this customer can be seamlessly transitioned to your call centre. The insights gathered from the customer journey can be delivered to the call centre agent to provide context to their interaction. This is how Onsite Channel Management works to retain those otherwise lost sales, in a way which meets your specific departmental and organisational needs, with a view to enhancing the customer experience.

Other than retrieving and routing leads, Onsite Channel Management provides the insights that your organisation needs to optimise your website, online self-serve-offering and your marketing spend, by gathering data on customer churn, friction, and the specific points at which these hindrances are occurring.

The most successfully managed and executed customer experiences delight and surprise the customer. Before achieving that, brands should aim to deliver a sense of ease and convenience throughout the customer journey.

To achieve this result, brands must strive to give customers the assistance or incentive they need, before the customer asks for it. bmetric’s Onsite Channel Management solution provides companies with the ability to do this, for your current and future customers.

This is the point where Language Processing and Sentiment Analysis tools can’t quite reach. If you value efficiency and proactivity in your contact centre agents, would like to provide a self-service experience that delights; or have the right information in the right location on your website – the insights you require to achieve this whilst remaining customer-centric, are found in the unspoken interactions with your brand.

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.

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