Context is one of the key concepts that if leveraged properly could help deliver easy, effective and memorable experiences for your customers, but what is “context” and what does it mean from a sales, service and marketing perspective?
To appreciate the concept, consider this simple example – you are planning to spend the weekend with your family at a small town near the sea. Before you make that journey you try to find as much as possible about the town, including the amenities, area highlights, and the weather so that you and your family can get the maximum pleasure and value from your visit, while avoiding unpleasant surprises. Essentially, the gathering of the appropriate contextual information prior to embarking on your weekend trip puts you in control of the situation and allows you to minimize the risk of circumstances that may spoil your family trip.
Similarly, leveraging appropriate and relevant data about your customer’s account, value, behavior and channel usage could help you deliver effortless and memorable experiences for your customers.
Here is how it could work: Imagine an existing customer that visits your company’s website in search of a product that he or she adds to the web shopping cart, but then fails to checkout. How can you avoid this all-to-common scenario? Check out these 4 strategies below:
- Be Proactive – Based on the behavior of the customer, you could offer a proactive chat on the web and help the customer with selection, evaluation and purchase decision. The result: Improved sales conversion rates on the web.
- Follow Up – Sending an email or text to the customer and encouraging them to complete the checkout via appropriate incentives, coupons or specialist agent-based support will help you close the sale. You can also explore future cross-sell and up-sell opportunities.
- Personalize the Experience – If the customer calls your contact center, their interaction history could be automatically recognized and used to offer an intelligent customer experience, including having the IVR designed to offer customers a direct route to an agent whom can help complete the pending checkout. In this case the agent receiving the call will not have to ask the customer to repeat his information because of pre-gathering and leveraging of contextual information.
- Go Mobile – If you offer a mobile application for commercial purposes, it would be possible for the customer to continue and complete their purchase from within the application. In addition, it would be possible for the customer to make a call directly to your call center where you will be able to connect them to an informed agent or even schedule a call back!
None of this is myth or magic! It’s just the simple use of business acumen and common sense. Unfortunately, many companies continue to fail in leveraging customer’s context across channels like the phone, email and the web.
Today, with the technology available, there is little excuse for a company to ask their customers for their name or reason for calling or contacting. At Genesys we can help you make the leap of differentiation. To learn more, check out Genesys Conversation Manager.
Thanks for taking the time to read this post. I would love to hear your views and feedback!