In today’s economy, responsibility for ‘customer experience’ (CX) has spread throughout organisations. Managing and understanding customers is no longer confined to frontline sales and contact centre staff, it now requires the attention of all employees – including management – in order to deliver to the expectations of increasingly-demanding consumers who have options aplenty at their whim.
Marketers have become a particularly prominent force in shaping and executing organisations’ CX vision, with many now responsible for customer satisfaction and loyalty throughout the entire sales cycle. This has presented its own challenges, however, with the diversification of marketing placing significant pressure on marketers who are, in many cases, still working with the same budgets they had five years ago.
Fortunately, investment in marketing technology (martech) – specifically digital marketing analytics, lead management and multi-channel campaign management – to drive customer experience is increasing. Analyst firm Gartner paints a positive outlook, indicating more than 70 per cent of marketers intend to deploy the trio despite only less than half doing so at present.
The use of analytics from web, social media and CRM applications is critical in mapping consumer behaviours to individualise content and consequently generate meaningful CX. But a key question which often remains unaddressed is whether marketers are looking in all the right places, or if important data is being left out.
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Collecting, collating and analysing data from the three aforementioned sources is relatively simple as consumer interactions through these channels can be easily recorded and segmented. What’s more difficult, and therefore commonly neglected, is data generated in the contact centre. You know those disclaimers that contact centre agents read out about recording the call for quality and training purposes? While those are used as a fundamental component in the professional development of staff, the data collected in them is infrequently analysed or mapped, meaning CX is left fragmented due to the lack of available data.
Organisations therefore need to create experiences that align to the needs of their clients but also supplement those with an analytics engine capable of generating value from the data garnered through their platforms. This ensures marketers are prepared to proactively develop strategies based on real customer needs rather than guesswork. Using analytics, marketers can create insights and reports with templates that represent content from all channels. This information can be easily fed across the entire organisation so that contact centre agents are prepared to provide a seamless CX across any channel, and maintain a positive relationship with the customer while switching channels.
CX relies on omni-channel engagement where data is aggregated, contextualised and analysed holistically. This enables marketers – and their colleagues – to gain a broad-picture understanding of unique consumer requirements, and therefore tailor all engagements.
Without incorporating data from all channels, organisations will rely on a level of assumption, risking a disconnect between what customers want and what is being delivered. This jeopardises the relationship with the customer, and ultimately inhibits the effectiveness of marketing initiatives, therefore hurting the bottom line.
By: Anthony Brown, Corporate Consulting Engineer at Avaya Australia