Customer data and insights can help steer companies to new levels of innovation, engagement and profit. And, most organizations are sitting on a gold mine of customer data. But, it’s how customer data is used that matters. How is your organization collecting and using customer insights? Are you using it to create the most engaging customer interactions? And, are you creating a cognitive conversation with your customers? These are critical questions that not all companies are yet considering, but should.
Understanding the importance of cognitive conversations
A cognitive conversation takes advantage of data from external, internal, structured and unstructured voice and multichannel sources to deliver a customer response that is more conversational, relevant and personal. Organizations can meet changing customer preferences and behaviors by learning from every interaction. All parts of the organization can take advantage of data collected from different areas of the company to improve customer loyalty.
Businesses are recognizing that while customer interactions often begin on one channel, valuable insight and feedback is also being gathered from customers on other channels across the business. Unifying customer information across channels gives businesses a more complete context to resolve customer issues more fully and more quickly.
With the speed to which customer expectations are changing, it is conceivable that customers will prefer to manage their relationship with businesses without interacting with a live agent. Customers are using more channels to interact with businesses and are doing more research through websites and referrals before ever engaging.
A more conversational, personal, seamless and device-independent approach to customer engagement is critical. Customers are likely to commit to a brand or product after a satisfactory experience, so it is time the whole company focused on adopting capabilities to enable a more cognitive experience for clients and potentially surpass competitors.
Taking full advantage of the gold mine of customer data
Every department in your organization, from marketing to sales to customer service, has data on customer behavior. That collective data can be used to meet and even exceed the demands of customers. An organization’s brand, website, notifications and certain self-service channels, whether voice or chat, demonstrate commitment to the customer.
It may seem overwhelming to gather all this information across your organization at every entry point of interaction and also deliver a seamless, consistent and cognitive experience. But, it doesn’t need to be. There are tools that can help, including Blueworx Voice Conversation for IBM Voice Gateway.
If you can tap into cognitive capabilities, they will turbocharge interactions across channels. This combination can transform traditional self-service brand engagement into a more relevant and relational experience for customers. Customers can use both traditional interactive voice response (IVR) features with cognitive capabilities, which can be integrated with an existing contact center environment, as well as other third-party applications such as computer-telephone integration (CTI). Combining these capabilities is a unique approach that transforms the customer experience to a more conversational and cognitive interaction. As a result, resolutions can be achieved more quickly than interactions handled by traditional IVR systems alone.
Transforming the customer experience
Changes in the customer experience journey are happening fast. There is no slowing down or stopping the convergence of technology and increasing demand for quick, relevant and personalized customer interactions. The stakes are high when it comes to the customer experience, and it’s not just the contact center that needs to take notice. The customer experience is a whole-company issue.
Customer experience is at a crossroads of change and transformation, adding a new level of engagement across the organization. Taking advantage of the forces pressuring organizations to evaluate their strategy, technology and general understanding of customer behavior will set the pace for the cognitive revolution.
Four key factors are making transforming the customer experience a hot topic:
Increased value of customer experience as a market differentiator
Speed of changing customer demands
Cognitive capabilities make collecting, learning and understanding data in near real time a reality
Market leaders figuring out how to combine knowledge with technology to magnify the customer experience
Learn more about how contact centers can begin building their cognitive capabilities. Register and join us on 23 October for a live webinar: “Transforming the Customer Experience: A whole company issue and benefit.”
During the webinar, we’ll share real business results achieved by a company-wide initiative to consider the customer experience. You’ll also hear how IBM Voice Gateway with the Blueworx Voice Response enables a more dynamic, multichannel, natural and fluid customer experience, as well as how Blueworx Voice Conversation for Voice Gateway provides a more conversational approach so customers get their questions answered and transactions completed much faster than with older IVR systems.
Learn more from the quick video below about how companies are using this same technology on-premises with IBM Voice Agent with Watson.
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