In sports, rules and referees are critical. The rules define correct behaviors and actions, what’s fair or illegal, and how to play the game. When rules are missing, ignored or poorly enforced, the game gets sloppy and people get upset. Players that understand the rules and use them to their advantage are the intelligent ones that win.
It’s similar when customers and companies engage. Without rules, interactions are a game of chance where customers often lose – especially on today’s critical web channel.
When it comes to Web engagement, it’s all about the rules
For many companies, web sites today are wasted opportunities to create meaningful engagements with customers. Why? Simply put, they lack customer engagement intelligence. Chat windows pop up all over the place without any apparent rhyme or reason. This is more of an annoyance than an attempt to create a meaningful conversation. Is there a better way?
Enter business rules driven by business people
One of the real revolutions we are seeing in customer engagement is that business people, involved in managing sales and service, are now getting direct access to business rules that control and add intelligence to key customer touch points and processes. This includes managing cross-channel conversations so that the value and context created in one channel, say the web, is retained when a customer moves to another channel, such as voice. Secondly, we are seeing rules drive more intelligent prioritization for back office work based on customer needs and service levels. Third, we are seeing that proactive engagement intelligence has come to the web based on rules, improving a company’s ability to engage customers at the right time to deliver service or convert a sale. Let’s talk more about that…
A game changer for making conversions on the web
Adding proactive customer engagement means that when a customer is offered an interaction option such as chat, it is based on sound business logic and not merely a timed pop-up. The context and timing of the offer must make sense to the customer, as well as to the agent handling the offer. The agent should be fully aware of the reason for the offer as well as the context of the offer.
How do business rules create Intelligence out of random events?
Think of the many seemingly random events and behaviors that occur on a web site. How can we relate these actions to a strategic customer service strategy? People enter and leave, sit on a page, search for content, download content, etc. Can we create order and actions out of these often random behaviors? The answer is that rules act like filters searching through thousands of touches for meaningful customer engagement opportunities as defined by the business. The rules are not complex code, but simple statements that identify events or behavior, such as a sequence of pages visited or a type of search for content. Rules for Web engagement today are created and stored in accessible and easy-to-use administrator programs so that business people gain full control. Finally, when by rule, a specified series of touches or pages visited is identified, this may trigger an offer.
Intelligence on the agent side is crucial. The agent handing the interaction must be fully aware of the reason for the offer and the offer context.
Key elements of an intelligent enagement on the web
Business rules create the necessary conditions for accepted and successful proactive engagement so that both sides win. Some of the key advantages are:
- Allows businesses to target high level customer engagement goals and translate these objectives to specific actionable tactics – i.e. closing for more sales on the web
- Filters thousands of seemingly random events and touches on a website and creates logical offers that customers appreciate and convert
- Creates more meaningful conversations because agents handing interactions know why the offer has been made and what the customer is doing
- Increases sales conversions and reduces abandons
Are you ready to proactively engage your customers on the web? To learn more, read the in-depth description of Proactive Engagement.