KANA, a provider of customer service solutions, has announced the release of its next-generation Web Customer Service (WCS) to support customer acquisition.

Part of the KANA Service Experience Management (SEM) platform, the solution creates customer experience 'Flows' through drag and drop tools, as well as directing customer queries to the chat, co-browse or email agent.

The offering also adds contextual knowledge for customer experience by coupling knowledge bases with transactional functions, data and context. Doing so will reduce the need for the customer to connect with the contact centre, said the firm.

A natural language processing (NLP) based text analytics solution within WCS also provides social media monitoring of social and direct channels.  

According to the firm, the combination of contextual knowledge, Experience Flows and social analytics offers a more rewarding customer experience, resulting in “relevant and meaningful customer journeys that help convert website visitors into paying customers.”

James Norwood, CMO at KANA, said: “Web customer service transcends traditional contact centre-centric scenarios by empowering customers to execute self-service interactions online – where they're spending more and more of their time.

“Many calls to the contact centre arise only after customers fail to find what they need on the web first; therefore, effective web customer service means delivering accurate answers consistently, and always in context to customers when online. That's the secret to a good experience.”