5 ways AI can improve omnichannel journeys

lesliemcardle
Marketing Director
Now Interact
Blogger
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The amount of knowledge that is possible to access about web visitors has snowballed in recent years. Not too long ago, it was enough to just know the number of people that were on your site. Then pageviews, bounce rates and dwell times became a digital marketer’s dream. Now, companies are seen to be falling behind if they don’t know and understand every single shade of each individual visitor journey.

It’s been a steep climb. It’s one that many companies have mastered; the firms that have emerged as leaders in the digital age are those which have fully embraced the opportunities brought to their door by data. They don’t just look at data; they put it to work. They use Artificial Intelligence to interpret, digest and react to every single data input on their website whilst visitors are still on site. They have the power to influence each real-time journey in a way that is both relevant to the consumer and highly impactful for their business.

They know things about their customers that most companies don’t. While it’s possible that your organization is one of these data leaders, it’s likely that there are holes in its knowledge. Here are five things that your company should know about its web visitors:

1. The reason behind each contact channel interaction

The contact center is often the point where business and consumer make their first one-on-one interaction. Reasons for contact are as varied as the people making them. Many companies record the outcomes of each contact, and potentially in great detail. But they don’t know why the visitor has interacted with the contact channel in the first place. They don’t know what motivated the contact, nor whether the visitor could have been better served by the FAQ. This information is key to decreasing cost-to-serve and increasing the profitability of each interaction.

2. How many end up in the call center

The general conclusion made about call center load is that it’s too high. There are too many callers, and too many unnecessary calls being made. It’s assumed that more callers should be able to self-serve - so why aren’t they doing it? This shouldn’t be an assumption. This knowledge should be concrete. Every business needs to know exactly how many unknown visitors are in the call center and they need to know which of them don’t need to be there. In order to do this, they need to understand the motivations of each web visitor; whether they’re known to the company or are completely anonymous.

3. Why they feel compelled to call

You also need to know why each of them is calling in. If you know why visitors are calling before they even pick up the phone, and you establish that the call could well be unnecessary, then you can direct them to more relevant online channels. Facilitating these relevant experiences will decrease load, ease customer frustrations and improve the quality of contacts reaching the call center.

4. How behavior differs between known and unknown visitors

Visitors which are known to a company are invariably more predictable than those which are unknown. Unknown visitors could be online for any number of reasons: whether they’re in dire need of service support, want to buy something, are browsing, or just accidentally stumbled upon your site. Their behavior is erratic. But with the right technology, it’s also predictable. Before you can get there, you need to acknowledge the core differences between different consumer types.

5. Whether their journeys are acknowledged in the call center

If a company knows the reasons behind each call, it should know how to help the caller. And the caller shouldn’t have to repeat steps already taken online with a call center agent. This is what should happen, but often doesn’t. Online journeys are forgotten. Intelligence gathered online about individual journeys is tossed to one side when they enter an IVR. Agents are put on the back foot and consumers are left frustrated.

The latest ebook from Now Interact lays out ways to learn more about your web visitors. Bringing in real-world examples, it will put you on the path to increased profits through enhanced visitor knowledge. Download it here.

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