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CRS Vegas – Customer Engagement LIVE! Executive Summary

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The following is a guest blog post from Greg Sherry, Vice President Marketing at Verint. For more information about Verint, visit their website

Thank you for taking part in Verint’s interactive general session at Customer Response Summit Las Vegas called “Customer Engagement LIVE!”  where we broke into discussion groups for interactive discussions and summary read back presentations. Here are some of the recommendations we heard from the groups as part of the breakout group notes and read backs:

What’s Old Is New Again. When is the last time you received a handwritten note or personal email from a business you engage with? It was memorable, wasn’t it? Think of ways you can incorporate genuine, personalized touches with customers. The strategy can be scalable: one “wow” moment can generate genuine delight and powerful word-of-mouth amplification.

Think Mobile. Do you have a mobile strategy? The need is clear: provide information, customer support, “wow” moments via mobile channels. But be careful: consumers often have limited ability to “digest” content you are sharing with them (because they are at the airport, walking, at home, multi-tasking), so be sure your content and communications are as short and to-the-point as you can.

Establish a common knowledge base across all channels to ensure consistent response. One company recognized the need to consolidate contact center systems to a single agent desktop. Customer service agents had difficulty serving customers in a timely manner and providing accurate information because information resided in 13 disparate systems. By consolidating all the systems into one agent desktop view, the company quickly reduced agent average handle time (AHT) and saw increased customer engagement scores. The unified access to the applications and information also increased employee productivity and helped provide a personalized experience for customers. Continue reading

Bringing stakeholders close to the customer experience

The following is a guest blog written by Simon Herd, Director of Design Research at Sutherland Labs.  

Traditionally, user-focused activities have been conducted by specialists who either move from research to design directly themselves, or who pass the baton to others. This is partly a factor of history, but with UX now in the business mainstream it’s increasingly important to bring others closer to customers and their lives. Collaboration with stakeholders is king, but how do you do this smartly when we all have too much to do and too little time to do it in?

Why is collaboration so important?
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Often product managers and those responsible for success are primarily understanding their customers via metrics such as CSAT and NPS. These are deliberately simple, but create a challenge in understanding the why behind the what, which is crucial for identifying low-level change that makes a difference.

Involving users is the key to overcoming this, but techniques for doing so owe a huge debt to an academia and rigour in experimental design. Anything involving real users or customers is moderated by specialists, with stakeholders disconnected behind a one-way mirror or getting their understanding from an after-the-fact synthesis. There are very good reasons for this, as anyone who has seen stressed product managers observe their ideas being casually dismissed in a user session can testify.

However as UX moves out of labs and into mainstream business, UX activities can’t be solely conducted on this basis. There are too few UX professionals, who are in evermore demand as it becomes a mainstream concern. Also, an increasingly multi-touchpoint world means that knowledge needed to make products more effective for their users becomes increasingly diffuse.

So why doesn’t it happen more?

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