4 min
Providing a personalized customer experience is a task that every organization knows is important but, however, few companies are willing to fulfill strategically. Individualizing the experience requires a robust infrastructure, capable of analyzing actionable data and Artificial Intelligence (AI).
Given the importance of data for personalization, the call center should be perceived as a value creator. Today’s contact centers manage user interactions through a variety of channels. Each of them constitutes an additional data source and an opportunity to offer a personalized experience.
For this, a cloud-based call center software with integrated tools is needed to handle incoming and outgoing interactions: from call routing and IVR to email, chat, social networks, instant messaging, screen sharing, self-service, Workforce optimization and analysis. In addition, all these capabilities must be connected to each other, as well as to the CRM, which contains the useful life of all user data.
How To Create A Framework To Offer A Personalized Customer Experience
Personalization is a long-term approach because of the way it treats data. If you are looking to build a CX customization operation from scratch or improve an existing one, these five steps are key:
1) Develop User Profiles
Personalized customer service requires an understanding of who the users are. The marketing department of an organization must be able to provide demographic and / or psychographic data and user information. However, it is more important to understand consumer profiles at a processable level: what is important for users, what are their weaknesses and unmet needs, why they do business with their company (rather than their competitor), etc.
Likewise, for the customer experience personalization strategy it is essential to decide what new product features to develop, which ones to keep, and which channels to be in. The most user-centric organizations even use this knowledge to determine the overall focus of the brand, advertising and marketing.
The CRM system also contains a large amount of information such as purchase history, customer value and the Net Promoter Score (a tool that measures the loyalty of a company’s users based on their recommendations). For this reason, it is important to take into account the ideas that agents can offer about the types of users and the problems they face every day. To make all this information identifiable by users, contact center metadata must be used.
Therefore, data consolidation should be the first step in developing a scale customization program.
2) Generate Ways To Collect More User Data Over Time
Needless to say, the more data that is collected, the more the customer experience can be customized. In this sense, a chatbot can be configured to gather information even from users who visit the website for the first time requesting their name and email address or basic details of why they are browsing the web. To encourage responses, multiple-choice indications can be offered so that the user can select them. This allows you to more easily group responses and data.
3) Offer Users A Selection Of Channels
Whether providing services to users by phone, email, live chat or on social networks, the same level of performance must be offered on each channel. If agents can identify people from incoming calls without asking their name and details, users expect the same level of context when they start a web chat while logging on to the website.
It is important to collect metadata from each channel, so that the agents have the context on the previous interactions of the user with the company in a unified control panel, regardless of the channel used. In this way, if a user communicates by chat, the agent can see the history of their previous interaction, even if it was a support ticket by email.
When interacting with a bot, the user must have a button on hand to request to speak with a live agent. Or better yet, the chatbot must know when to proactively route the client to a human, either by deducing a negative feeling, detecting the user’s intention to complete a task that is too complex for the bot, or simply because the chatbot has not could understand what the consumer asks.
4) Create Self-service Channels
Self-service has become the preferred contact channel among current digital users, but it is another area that must be customized for the benefit of the customer. If the user has an account with the company, the profile should show content that is consistent with their personality when they log in to the website or mobile application.
For example, the self-service actions that users can perform should be contextualized and not offer by default a general page of frequently asked questions, since it is confusing and does not take into account the user’s environment. All frequently asked questions, explanatory videos, step-by-step solutions, technical documents, etc. they must be properly labeled to be displayed to the correct users.
5) Create A Systemic Approach To Collect Comments
The more comments that are collected, the more users can be fully understood, detect problem areas in the journey customer journey ’and promote personalized offers and compensation. Something as simple as a pop-up window that asks users to rate a service experience as an online purchase, or to register as a customer after using a product for the first time, not only helps you acquire more data, but also makes that the user feels that his contribution is important.
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