In the sense that it protects the individual, there’s a strong case for anonymity. It helps whistleblowers to perform invaluable functions, protects vulnerable people and enables freedom of expression without fear of outside judgement. That’s inarguable.
But in the sense that businesses are limiting their ability to provide the service that consumers expect from them, there’s another strong case for removing anonymity. And when we talk about removing anonymity, the conversation isn’t about extracting sensitive, personal information from web visitors – protecting consumer data and rights should be enshrined in every company’s digital strategy – but about understanding anonymous behavior, and using this knowledge to improve the customer experience.
The business case for knowing the unknown
Web journeys aren’t anonymous. Every company that’s made any sort of advance towards digitalization is using trackers that register which products and articles each individual online visitor has engaged with. These trackers help to build profiles that impact our online experience: the ads we’re served, the Facebook pages we’re encouraged to interact with, the emails that land in our inbox.
Trackers are collecting behavioral data that could, and should, be used to develop incredibly accurate profiles of different consumer types. Still, most companies don’t understand what anonymous visitors are doing, in real-time, on their websites. And because they don’t understand why each visitor is online, they’re unable to truly personalize individual journeys.
Just by seeing how a visitor interacts with a website, it’s possible to determine whether they have a service issue, or are looking to make a purchase. Knowing this, anonymous visitors can then be helped to complete their journey with the contact channel most appropriate to their identified needs.
Any information collected during a contact with a company should be used to make the visitor known. Tying together all of the data that has been gathered about a visitor should give the company an understanding of their needs, a view of their complete journey and the ability to deliver a personalized, and seamless, experience.
Uncloak anonymous behavior with Predictive Intelligence
Predictive Intelligence is the tool that helps businesses to understand what anonymous web visitors are doing on their websites, in real-time. Its machine-learning algorithms collect behavioral data on a company’s website which is then used to segment web visitors. It knows whether somebody is looking to buy, and needs either online or offline assistance. It knows whether a visitor should be directed towards self-serve. And it acts on this knowledge by serving each visitor the contact channel (if needed) that will benefit them the most while, at the same time, maximizing profitability and reducing cost-to-serve.
Information about each individual web visitor is already lying dormant on every company’s website. But it can only be unlocked by using technology that has an intimate, intelligent and automatic understanding of anonymous visitors; it can only be unlocked with Predictive Intelligence.
We’re still in Miami for G-Force! Come and find us in the AppFoundry to talk more about how we help companies to improve the online experience for their anonymous visitors.