Mobile Customer Engagement: It’s all About Seamless Personalised Experience! In this article Firstsource Solutions give tips and advice on how to achieve a truly personalised customer experience.
The digital and mobile customer today has higher-than-ever expectations – constantly demanding premium products, services with minimum effort and cost. Customer service has therefore dramatically shifted from single touch-point interaction to multiple touch-points, with interactions beginning in one channel and shifting to others as per customer convenience.
Through the entire interaction journey, customers expect relevance, personalization, consistency and a seamless experience irrespective of the channel. More importantly, from a business perspective, each of these channels presents an opportunity to either win or lose a customer.
Unlocking Value in Customer Data
The mobile revolution has allowed customers to interact with enterprises whenever they want and through a medium of their choice, which is a huge enterprise challenge. As customer experience is a differentiator, businesses must ensure that mobile customer engagement is aligned to meet customer needs and at the same time, is unified. Studies show that more than a third of consumers use two to three channels to research and buy products and 85% of online shoppers expect the experience to be consistent.
Customer data is often locked in silos and is disparate across channels, affecting customer interaction and reducing their satisfaction. This trend is pushing the need to optimize mobile customer engagement – through an in-depth analysis of customer data, interactions and processes across all areas of the enterprise – to create a seamless experience for customers.
In order to deliver consistent engagement across channels, enterprises need to understand where silos exist, where processes are inefficient and where expectations are being met. This provides a holistic view of the customer engagement process.
Consistent engagement demands a look at both technology and content. Enterprises can use a variety of technological solutions to integrate channels at the most basic infrastructure levels.
Consistency can Help Forecast
But the problem lies in delivering consistent content across channels, each of which uses its own technology platform. To combat this, enterprises can work towards creating a single platform for facilitating consistent content delivery and engagement from any channel. This platform should be capable of analyzing data in real time, and helping agents understand customer behaviour and predict future needs.
It should enable seamless sharing of data and content so that agents handling live interactions have up-to-date information on all transactions done by a customer up to that point. Such a platform would empower agents to handle customers better and meet their needs effectively.
While integrating channels is important, it is not enough. Enterprises must maximize engagement and go beyond customer expectations. For instance, enterprises can create loyalty programs and ensure that high-value customers are always recognised and rewarded. This helps build loyalty and boosts profitability.
As communication channels increase, the possibility of a fragmented customer experience also increases. Despite the complexity, companies that learn to engage customers in a uniform and consistent manner at every touch point, can drive business, stand out from competition, keep customers happy and excel in Omni-channel customer engagement.
For additional information see the Firstsource Website
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