Some things work really well together. Peanut butter and jam is just about the tastiest thing going, Starsky and Hutch are undeniably savvy and I refuse to believe there’s anyone out there who doesn’t think that rum and ginger beer is the perfect summer drink.
Other things are harder to mesh. Like trying to drive sales from online visitors while creating a best-in-class customer experience.
Personalize each journey
The best way to get the two to marry is by personalizing each and every customer journey. Every single visitor on a company website is unique; they each have different priorities, needs and mindsets. It’s the failure to address this need by sticking to a one-size-fits all contact channel strategy that causes many businesses to run into problems.
Far too many businesses’ contact channel decisions are still reliant on rules. These rules will generally state that if a visitor is on a certain page, they should see a certain channel. Or if they’ve been dwelling on site for a certain amount of time, they should see a pop up. These decisions are made with little idea about what the visitor really wants, or needs.
Visitors who are going to buy anyway are unnecessarily given discount codes. Others who need assistance to buy but aren’t offered any help fall by the wayside. And consumers who could easily self-serve with online assistance end up going offline; either to abandon or to find the help they were looking for elsewhere.
In order to strike the balance between profit generation and CX curation, better personalization is needed. The right visitors need to be served the relevant contact channels (if a channel is needed) to help them to complete their journey.
Improving service for a major telco
We’ve been working with a major Dutch telco, helping it to improve the way that it personalizes contact channels. Part of this work centered on our Omnichannel Insights program. Omnichannel Insights records the on- to offline flow on a company website. It identifies the unique state-of-mind of each individual visitor. It is able to recognise whether a visitor has no product interest, is window shopping, is considering a sale or has buying intent.
The telco used Omnichannel Insights to determine exactly why it was experiencing such a high volume of inbound calls from online visitors. It wanted to look at the way that it approached digital to make sure that service visitors were taking full advantage of the FAQ and sales visitors who would prefer to stay online were being offered the assistance that they needed.
The FAQ is king
We found that 90% of the total calls made by online visitors came from callers who did not visit the FAQ. In perspective, only 25% of visitors who had visited the FAQ ended up calling support. It was clear that something needed to change; the telco needed to do better at channeling its service visitors through the FAQ.
It’s making this happen by using Now Interact’s Artificial Intelligence to identify the visitors who would benefit from FAQ usage. The AI platform then influences these visitors’ real-time journeys by withholding a phone number until after they’ve been encouraged to self-serve in the FAQ. It’s that simple.
At the same time, the telco is now able to ensure that sales visitors saw high-converting channels. As a result of this project, there has been a 28% global reduction in calls generated from online visitors. The cost-to-serve of each visit has decreased, profitability increased and CSAT scores are high.
While sales and CX may never be as tasty a proposition as a PB&J sandwich, with the right tools behind them they can flourish. And that’s exciting. If you want to learn more about our work with the telco, download the case study here.