4 Important functionalities in customer engagement software
Customer engagement is a journey where paths are paved through trust and productive interactions. It involves interacting with customers through many communication channels and guiding them at every stage of their buying journey. Customer engagement software is a tool that helps contact center agents fetch, track, and analyze customer behavior throughout this journey.
In today’s digitized era, customer engagement is not restricted to just telemarketing. From sales support and technical assistance to email marketing and problem solving, customer engagement is a whole new dimension. Most of these operations are dependent on customer data. Customer engagement tools process real-time customer data and provide contact center agents with insights to improve overall customer service.
Customer engagement software – more than customer support
The primary goal of customer engagement tools is to help businesses effectuate smooth customer experience stories across all digital channels and touchpoints. Contact centers planning to integrate customer engagement platforms in their set-up, should look for these key functionalities before zeroing in on one.
- Omnichannel support: Contact centers manage customer engagement through multiple channels. For instance, live chats, social media, offline and online messaging systems, calls, emails, etc, are some of the most essential customer engagement platforms. With capabilities that include the ability to mobilize and personalize customer journeys across all channels, they give businesses the opportunity to continually engage and connect.
- Customer journey analytics: Customer engagement software offers a complete bureau of customer behavior to the agent. It does so by collecting data based on certain parameters. It could be self-reported attributes such as name of the brand/company, industry/sector; user attributes like location and browser language; engagement data which includes, page views, number of sessions, bounce rate, clicks, number of interactions in the past, and more. All of this information allows the agent to improvise a specialized approach towards the customer. Some of the customer engagement software platforms in the market are capable of customer profiling as well, thereby reducing the load on the agent to a significant degree.
- Automated customer service: Contact centers and call centers have high occupancy rates on most days. However, if the number goes beyond a certain limit (i.e. above 90%), the agents are likely to feel exhausted and demotivated. Customer engagement software helps to lessen the burden on contact center agents by conducting live conversations through AI-backed chatbots, skilled-based routing, and by organizing pre-scheduled automated emails/messages.
- Knowledge repository: Understanding customer behavior with a curated list of fetched data sets is a tactical task. It requires one to be analytical and emotionally intelligent at the same time. When an agent successfully handles a tricky situation or a difficult customer, the customer engagement software is fed with a step-by-step report of how the engagement was closed agreeably. When a different agent encounters a similar situation in the future, they can refer to the central knowledge base or repository to gain insight for the same.
Customer engagement scenarios keep altering with subject to customer requirements and market changes. As of today, leading consumer engagement solutions offer all four of the above-mentioned functionalities. In addition to this, customer engagement software can perform social media management, and content personalization.
Learn more about social media engagement and its challenges here.
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