Getting the big picture with omnichannel analytics
Despite the fact that consumers can now interact with brands in many different ways, when it comes to analysing those interactions, too many companies are focusing only on one particular customer interaction channel. More worryingly, they are then making important strategic decisions based on just a small percentage of those interactions.
Even if companies are only offering four or five different channels for customers to interact with them, the preferences of customers depend very much on the activity. A study carried out by DMG Consulting* found that in order to be considered a leading provider of customer service, an enterprise needed to support the following channels in order of preference: email, calls, text, online chat and social media. By only focusing on one of them, a wealth of vital insight is potentially being missed.
Of course, an omni-channel approach doesn’t have to mean offering every single channel, but what it does mean is that whether customers communicate through social media, surveys, direct mail, phone calls, emails, in-store experiences or review sites, they will receive a consistent experience across every one.
Standardising the way that interactions are handled, is not only critical for maintaining a positive brand identity, it also allows customer service agents to access cohesive information so they can provide the most effective response. As anyone who has ever interacted with a contact centre more than once will know, having to repeat the query is frustrating and time-wasting.
Whatever way a company defines its omni-channel approach, it needs to be integrated to deliver a seamless experience that is easy for the customer. This integration gives agents a 360° view of the customer across different channels, and, when it comes to analysing the interactions, full integration delivers quality data that is essential for predicting specific behaviours that allow companies to understand their customers and appropriately engage with them at each touchpoint.
Omni-channel customer experience analytics are effective because they address both traditional and digital channels and provide an understanding of each individual customer journey. The data is delivered in a clear, digestible format, so contact centre agents, customer service staff and sales teams can hone their response accordingly, deliver personalised recommendations and optimise customer interactions.
Customers today are more eager than ever to share their thoughts on a company’s products and services, but synthesizing that information from across multiple channels and creating actionable insight, means listening. Using omni-channel customer experience analytics stops those thoughts from sitting in a silo, and helps to filter them through an entire organisation to create a more customer-centric culture.
Fabrice Martin is Chief Product Officer at Clarabridge. Fabrice brings to Clarabridge 20 years of experience in entrepreneurship, product management, marketing, and enterprise software sales, with specific domain expertise in SaaS/PaaS, data visualization/discovery, Business Intelligence, and analytics for marketing and contact center...