When thinking about the customer experience, a lot of businesses cater for the majority. And it works, more or less. If most people want to buy a blue car, then a car dealership will stock mainly blue cars. Which makes it a bit more difficult if you want to buy a yellow car but it still works, more or less, for the salesman. If most people want to listen to Adele, then her music will be heard in every shop in your town. Which might not be the best if you don’t like her but it works, more or less, for the shopkeepers.
If it’s been decided that most people would like a company’s phone number to be prominent on their website, then those companies might put a phone number on their homepage. Sure, having such a prominent prompt to call in might put a strain on call center capacity. It might lead to customer service contacts clogging up the sales funnel. It might mean that when customers reach the call center they’re made to repeat the steps that they’ve already taken online. But it still works, more or less.
More or less isn’t good enough anymore
When you are able to properly segment your customers to the point that you can begin to understand who they are as individuals, you can see that there’s never really been a majority. There are always correlations that lead to a consensus, but there’s never really a majority.
Most people don’t actually need a prompt to call in on the homepage; a lot of people will not actually benefit from chat, or from call back. Despite this, most companies still tar all of their customers with the same brush. If it’s been decided that a good portion of their online visitors will benefit from having chat available during the order flow, then all of their customers will be offered chat at exactly the same point in the order flow.
The difficulty with static rules
Until recently, defining and applying static rules to contact channels was the most advanced thing that a business could do. A rule, for example, that instructs a chat dialogue to pop-up if a visitor is on a product page for more than 30 seconds makes a lot of sense; the visitor may well need assistance from an agent in order to complete their sale. But they might also be on the website for an entirely different reason.
Offering the same dialogue regardless of the journey means that a lot of visitors aren’t getting the assistance that they actually need. It means that opportunities to connect with the consumer are falling through the cracks.
Predictive intelligence recognizes the individual
With Predictive Intelligence technology, businesses can step away from the rules. They don’t have to offer contact channels that are more or less relevant to their online visitors. They can understand exactly who each visitor is, determine why they’re online and help them with the contact channel that fits their specific need state. If it’s determined that the customer would be best served by making contact with the call center, they will be encouraged to do so. If chat will help them to complete a sale, they will be shown a chat dialogue. They may be directed towards the FAQ if they have a service issue, or offered the chance to have an agent call back.
Predictive Intelligence technology understands how to treat each visitor as an individual. If you know that they want a yellow car, you have one ready for them. If you know that they don’t like listening to Adele, you can put on a Beatles CD. If you know that they’ll convert over live chat, you make sure to make that contact channel available to them. Instead of feeling like a company is tailored for a customer that isn’t them, and instead of falling prey to the frustrations of an suboptimized contact channel experience, each online visitor reaps the benefits of personalization.
If you want to learn more about how Predictive Intelligence works, watch our video. And if you’re thinking about how Predictive Intelligence technology could work with your existing suite of contact channels, we’ve written this for you.