Power Up Your Customer Engagement Data
March 3, 2022
In a recent blog, we discussed how businesses that have a focused data strategy around customer engagement will be clear winners in the Customer Experience Race. Implementing such a strategy and succeeding in this race will be rewarded with customer loyalty, brand recognition, and growth.
As with so many business initiatives, success will rely on knowing your business inside-out and having meaningful insight into what is needed to drive it forward. In this instance that means knowing your customers, knowing how, when, and why they interact with your organisation—and what they think and feel about the quality and success of those encounters.
Add New Dimensions to Your Data
Building, populating, and maintaining a purpose-built engagement data hub will help to add extra depth to your understanding and be key to successfully implementing a customer engagement-focused data strategy.
There are too many customer interactions, taking place in too many different channels, for you to be able to gain the insights you need from fragmented analysis of multiple, individual, system-focused data stores.
Once you are on the way to establishing your engagement data hub, focusing on the right use cases will help you immediately translate your efforts into clear business value, and drive adoption around the organisation.
As part of our continuing work to help our customers digitally transform to meet customer needs, we have defined several use cases that illustrate how to drive value from Verint Engagement Data Management—our unique engagement data hub solution.
Top 4 Use Cases:
1. In the Contact Centre
As a contact centre leader, like most of your peers, you are focused on driving operational efficiencies while also trying to improve customer experience. Armed with data and insights from the engagement data hub, you are better equipped to improve operational and customer experience (CX) metrics. With all your interaction and customer experience survey data—for all your digital and voice channels—gathered in one place, you can now easily identify issues across channels, and zero-in on the areas for improvement. From your CRM solution you can also enrich the data held in the hub to identify trends and differences across product lines, geographies, or customer segments. This, in turn, can help you to improve key business metrics such as churn and conversion rates.
2. Journey Analytics
Harnessing your engagement data to deliver new and expanded insights will also empower teams outside the contact centre. For example, your marketing team can now review interaction data and associated customer feedback, across various contact centre and digital customer touchpoints. This can be used to create journey maps, identify CX differences across micro-journeys, and to zero-in on areas for improvement. And enriching the engagement data with CDP (customer data platform) data can help identify behavioural trends across customer segments or product lines. If you also categorise interaction types and customer feedback scores, it is possible to create new segmentations that will help you better meet the needs of customers and help to drive future business success.
3. Across the Enterprise
Customer engagement data—from your contact centre, back office, digital channels and more—is often ignored as a useful source in many enterprises. Yet comprehensive and harmonised engagement data adds a rich dimension to your other data sources, because it comes from actual customer interactions and feedback. Once your engagement data hub is in place, your data scientists can use this to build better models for important indicators such as ‘propensity to buy’ and ‘propensity to churn’. Adding customer engagement to your other sources of data can help propel your entire business to new heights.
4. Compliance
Very few, if any, businesses can avoid the need to comply with external regulations on data privacy, commercial probity, and other requirements. With multiple regulations carrying heavy penalties, the task of ensuring compliance is both complex and essential. Using a purpose-built hub to manage all your engagement data—across all channels and modalities—makes it easier to stay in complete control of data governance and compliance. Your compliance teams will now be able to ensure that all interactions that need to be captured are captured, monitor and manage the behavioural compliance of all employees engaging with customers, define and enforce data access and retention policies, and support compliance investigations—all in one place. Now your compliance teams can focus on managing compliance, not wrangling data.
These are just a few of the many ways in which your engagement data can be powered up. Adding engagement data to your data sources can drive better business results across the organization and empower the contact centre, marketing, and data science teams to deliver even more value.
As part of our continuing work to help our customers digitally transform to meet customer needs, we have defined several use cases that illustrate how to drive value from Verint Engagement Data Management—our unique engagement data hub solution.