Execs In The Know- A Global Network of Customer Experience Professionals

Tag Archives: Personalization

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

Disrupter 5: Contextualized Knowledge Bases for Personalization and Prediction

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The following is a guest blog by Mandeep Singh Kwatra, VP, Solutions and Capabilities at Hinduja Global Solutions (HGS). For more information about HGS, visit their website

As companies gain a deeper understanding of customers through research and predictive analytics, they will use that information to develop more individualized customer experiences. Today, it’s not enough to have a knowledge base. The best, most insightful business intelligence is developed from a contextual knowledge base that can be used by both agents and customers to predict the right answer based on that particular customer’s data, situation, location, and needs. The end result is faster responses, increased issue resolution, reduced customer effort, and happier customers.

Internet and digital channels have shrunk the world of customer information, and now everything is available at the click of a button. Customer loyalty is as fragile as that button click. Customers want brands to understand what they really need. They want everything personalized for them, at every step of the customer journey—from prepurchase research to complaints or when they are contemplating whether to jump ship. Today’s customers want personalized sales cycle, service queues, and complaints management. This means a knowledge base that employs two key elements:

– First, brand knowledge cannot be dated. It cannot be robotic or a copy paste of a manual or process. Knowledge has to be contextual. It has to be natural and language driven. It has to be how customers like to talk.

– Second, today’s predictive analytics answer to contemporary customer expectations, which are: to get the right answer fast, while also meeting sophisticated personalization criteria.

Contextualized Knowledge Bases

This shift from “content” to “context” requires companies to understand and categorize customers in personalized slots. According to a recent survey by Adobe, more than 60% of online users wanted to know why, what, and how web sites select content personalized for them. Companies need to have their personalization strategies backed by solid, accurate customer data. This is made easy by customers leaving a virtual bread crumb trail on their online journeys for brands to follow. But, the first order of business is to build a contextual knowledge base template that can support personalized customer data. Because customer behavior changes from one situation to another, a contextual database should include customer reactions across a broad spectrum of situations to be comprehensive and accurate. A recent study by Forrester Consulting on behalf of EverString found that marketers most often face the two challenges of ensuring data quality and managing data from a variety of sources (both 47%) in attempting to gain greater insights about customers and prospects. Continue reading

Leaders Speak on Digital Innovations for Customer Experience

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The following is a guest blog from Ted Hunting, Vice President, North America Marketing at Genesys. For more information about Genesys, visit their website

During the Customer Response Summit (CRS) last week in Austin, I shared my perspective on customer expectations of seamless, personalized omnichannel journeys with customer service executives from some of the world’s greatest brands. It was a rare opportunity to exchange ideas on digital innovation in customer experience (CX) with such a group.

To set the stage for brainstorming sessions on digital innovation, I talked about the prediction that by 2020, more than 90% of customer engagements will begin online, and what that means to CX innovation.

Currently in many customer service environments, organizational silos remain across channels, including web, voice, callback, mobile app, text, email, social, and video. In spite of initial interactions occurring on the web, customers nonetheless expect the effortless, personalized omnichannel journey that results from integrated communication channels. We explored some examples of businesses successfully integrating voice and digital channels to improve CX.

We looked at CX from the business perspective, examining aspects of the Genesys Customer Experience Platform, including:

– An omnichannel desktop that displays every step in the customer journey, across every channel

– Enterprise-wide reporting and analytics dashboard for overall view of CX and NPS

What did this group identify as key future trends? The internet of things (IoT), personalization through big data, and emerging self-service models such as chat and voice bots, led to brainstorming on digital innovation in the CX world.

Here’s what this group of CX leaders expects to see emerging in digital innovation:

Personalized customer journeys

Customer journeys will be increasingly personalized, leveraging big data and business rules to predict customer needs and deliver better CX.

– Visibility into the customer journey will continue to evolve so companies can provide proactive recommendations and communications for front- and back-office functions across the company, not just for the contact center. Continue reading

Better Customer Loyalty Through Personalization

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The following is a guest blog written by Kathy Juve, SVP, Global Marketing and Product Development at Convergys. Learn more about Convergys by visiting their website.

Among CX professionals, interest in personalizing customer experiences is always a hot topic, but companies often invest too much time and too many resources in things that don’t matter much to customers.

Why? Because most companies lack the necessary research data and analytic insights to know with certainty when personalization works, when it doesn’t, and how to make it have the biggest payoff.

To help contribute to the industry’s understanding of personalization in customer care, Convergys has surveyed over 3,000 customers across a variety of industries. The results have given us an accurate picture of the current state of personalization today, and clear answers to the questions of how customers want their service experiences to be tailored to them.

We share some of the key discoveries here.

Most Personalization Attempts Miss the Mark

In customer care, personalization should be about making attempts to establish an authentic, timely, and mutually beneficial connection with a customer based on what is known about their individual needs and preferences.

Our research shows that most companies are struggling to do this.

When we surveyed customers about their most recent phone interaction, for example, the most commonly identified personalization attempt (47%) was that the agent mentioned the customer’s name. Unfortunately, we found that mentioning a customer’s name ranks near the very bottom in terms of importance to the customer.

So, how do you deliver personalization in ways that matter the most to customers? Our research points out that it’s not simply a matter of training the right agent behaviors or supporting agents with the right technology, but rather a strategic blending of the two.

Here are the top four components of both agent-owned and technology-enabled personalization factors, according to customers: Continue reading

Execs In The Know – What You Should Know: An Interview with Richard Shapiro, President & Founder, The Center For Client Retention

In December 2014, Execs In The Know hosted a Customer Experience Management Benchmarking (CXMB) Workshop in New York. The one day session featured top industry experts, in a small intimate setting, examining the findings of the most recent CXMB Report, as well as the strategic and tactical implications. The unique workshop provided key insights into what today’s consumers want, need, and expect from their brand interactions.

The following interview features Richard Shapiro, President & Founder of The Center For Client Retention.

Chad:

Richard, why did you decide to attend the New York Road Show?

Richard:

I had participated in two Customer Response Summits; one in Bonita Springs in 2013 and another, in Memphis this past September. While I go to many conferences that focus on customer experience, the symposiums hosted by Execs In The Know are different. It’s not just the topics; it’s the speakers and the conversation. The forum brings together senior executives from Fortune 500 companies, who are willing to share their experiences and learn from each other.

Continue reading