NICE Systems has announced the beginning of the end for the customer service run-around. With today’s announcement of the NICE Customer Journey Optimization solution, customers can now enjoy a personalized experience with much less effort, while organizations gain transparency to the customer experience across different channels and touch points – allowing them to reduce customer effort, increase customer loyalty, operate more efficiently, and maximize revenue opportunities.
Customers today use an average of six different channels to contact companies and service providers (source: NICE 2013 Customer Experience Survey). They switch quickly from web, to telephone, to social media, to chat, to interactive voice response, to visiting a retail location, depending on whichever is most convenient at the moment, all while expecting the company to remember what they said and did over several of their past interactions.
Yet companies as a whole, and divisions such as marketing, sales, and service, manage each of these channels as silos, optimizing the customer experience for each channel independently but losing track of the customer’s overall journey as they jump from channel to channel.
“Organizations must be able to connect all the dots in order to see the ‘big picture’ of how customers interact with them across channels and touch points,” said Yochai Rozenblat, President of the NICE Enterprise Group. “Customer Journey Optimization helps organizations know where customers have been, what they’re trying to achieve, and why specific issues led them down a particular channel.”
The cloud-based Customer Journey Optimization solution, based on the NICE Customer Engagement Analytics platform, uses predictive and real-time analytics as well as patented machine learning technologies to identify customer behavior patterns and help determine customers’ next move, likeliness to churn, or interest in a particular product or offer. Organizations can use this information to personalize the customer experience in real time by deciding which offers or messages to present to a customer while an interaction is taking place.
Journey visualization allows organizations not only to focus on the individual journey but also to understand the impact of the thousands of journeys that take place each day. By analyzing and monitoring cross-channel paths, companies can use NICE Customer Journey Optimization to detect important insights about groups of people who exhibit a similar pattern of behavior. This could identify problems and opportunities that might once have gone undetected.
“Our solution is unique in enabling companies to identify journey bottlenecks and reduce customer effort for whole segments of customers, while at the same time enhancing and personalizing the experience for each individual customer,” said Rozenblat. “Understanding the customer journey is instrumental to improving customer experience and driving brand loyalty.”
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