We’re in Miami this week for Genesys’ G-Force 2016 event – the sun’s shining, the Pina Coladas are chilled and we’re excited to spend the week meeting new people, and talking about NextGen customer relationships.
But before we talk about how customer journeys are going to evolve, it’s a good idea to assess how the consumer-business relationship has been developing in 2016. We laid out the five main ways that successful companies will win at customer service at the start of the year – you can read that blog here. Here are the main priorities that we identified:
- Help customers to take control of their own customer service
- Understand that customers are individuals
- Adapt to mobile
- Make omnichannel a priority
The companies that have embraced these principles have been reaping the rewards. Forrester’s 2016 US CX Index identified that the companies most likely to be delivering an excellent customer experience were digital-only, with platform-led companies like Netflix and Amazon leading the pack. The reason why is clear; these companies are at the top of the personalization game, their customers are more willing to self-serve, and they fit perfectly within an omnichannel, mobile-led environment.
The most successful companies have embraced omnichannel
And we’ve seen how much of a difference personalization can make both to customer experience, and to sales, with our own clients. Making omnichannel a priority has netted Three UK tens of thousands more sales leads, helps Good Energy to achieve a 50-70% conversion and has netted Centraal Beheer a nomination for Best Multi-Channel Customer Service at the upcoming European Contact Channel and Customer Service Awards.
But the companies that are delivering the customer experience that’s expected from them are in the minority. Forrester’s report shows that only 1% of companies are doing an ‘excellent’ job. Instead of looking backwards at the amazing activations that have led to the CX champions rising to the top of the pile, it might be an idea to see where investments are being made to understand how the landscape is going to evolve into 2017.
Virtual reality, Artificial Intelligence, Predictive Analytics
The main three trends: VR, AI and Predictive Analytics. The Harvard Business Review has recently lauded VR as a tool that will bring ultra-personalization to consumer journeys. Microsoft has been making significant, and wide-ranging, AI investments this year – and with the machine-learning industry estimated to zoom to a $70bn value by 2020 (up from $8bn in 2013), you can see why.
The third trend, Predictive Analytics, has been predicted to be a game-changer in many industries, with data-led innovation being held up as a potential solution for a $280bn healthcare problem, and Salesforce heralding predictive technology as the top area of growth among tech tools.
An Intelligence-led Future
And, of the three, it’s the area that will bring the most immediate benefits to most businesses. By being able to finally understand what anonymous visitors are doing online, in real-time, companies will be able to personalize individual customer journeys. They will be able to increase self-serve rates, decrease cost-to-serve, increase profitability and deliver the customer experience that their customers expect.
By transforming behavioral data with machine-learning algorithms, companies will be able to improve the customer journey, and the relationship that they have with their customers. Making the unknown known, and understanding how anonymous visitors behave on their websites, empowers businesses to adopt a more intuitive, personalized customer experience strategy.
Now Interact’s Predictive Intelligence
That’s what Now Interact’s Predictive Intelligence solution does. It’s easily deployable, channel and platform agnostic, offers a truly real-time view of individual consumer journeys and is completely adaptable to fit unique business priorities. It’s unique in the way that it removes the anonymity cloaking visitor behavior, enabling businesses to get a firm grasp on why each individual is online, and what could be done to help improve their online experience.
Read about how our Predictive Intelligence works here, and if you’re at G-Force and want to talk about the importance of personalizing anonymous consumer journeys then come and find us. We’re pretty friendly. We’re going to be in the AppFoundry all through the week – though we can’t promise that there will be any Pina Coladas left…