How to unify disjointed CX systems with Customer 360 experience
Keeping track of a customer’s journey across multiple channels and devices, their purchases, and all interactions is one of the biggest challenges that the CX industry is facing. The disjointed experience resulting from the loss of context drives a huge gap in a customer’s journey.
Filling the gaps in the CX industry
Having all of the customer’s information in one place creates a unified solution for B2B businesses. All the customer touchpoints can be compiled into a single profile giving a “360° view” and can be utilized in a manner that serves the customers in the best possible way, which promotes the long-term success and growth of a business.
Businesses that effectively follow and capture the digital trail of a customer have a clear understanding of their audience’s needs and are able to deliver a memorable and personalized customer experience earning their loyalty and praise in the bargain.
The importance of a 360 view on a single platform
A majority of consumers today are influenced by reviews and endorsements and these factors play a big role in the purchasing decision of a customer. A positive endorsement is only likely with a positive customer experience. In other words, customers are more likely to recommend something if they have had a good experience with the brand.
The positive experience that we speak of is nothing but the ability of a business to offer the customers a seamless experience whether they are inquiring about a product, making a purchase, post-purchase concerns, or any other form of interaction with the brand. The cherry on top is personalization, which offers what is of interest and value to the customer, which is only possible if the business knows the customer and their needs.
A 360-degree viewpoint shows everything from the past to the future of a customer’s relationship with a brand and offers unparalleled benefits to an organization including:
Cross-department customer alignment
A platform that has aggregated information about the customers synced through different departments can act as a strong knowledge base of meaningful data that can be used to optimize the customer experience regardless of the medium and ensure a seamless knowledge share.
Since a 360-view captures the interaction with every customer, by analyzing their behavior and activity patterns, businesses can map out an outcome for each event. This can be used to proactively create a positive experience not only for customers by anticipating their needs and pain points, but also for businesses that will get the opportunity to cross or upsell when they are aware of the customer’s interests and purchase patterns.
If behavioral information is added to the demographic knowledge, it is going to be more helpful when looking at broader trends and user responses. This comprehensive process of collecting data allows for persona planning that is more fine-tuned. In other words, it is better to use data that can provide valuable customer insights.
For marketing campaigns to be fool-proof, they need to be more data-driven. Businesses should avoid spending money on campaigns that are bound to fall flat.
A customer 360 view gives improved visibility into customers and allows for better segmentation. Because investments have to be made according to the type of customer (recent customer vs. prospective customer), a better segmentation will help the business allocate the appropriate amount of money hence reducing costs in the long run.
As customer endorsements more often than not weigh heavily when it comes to customers making purchase decisions, it all boils down to the ability of a business to deliver a strong customer experience. It is already a key brand differentiator versus price and product.
Achieving a customer 360 view
The IT industry needs solutions that will reduce the integration time for larger applications, automate business processes, and have the capability to handle bigger and more complex integrations.
Contact center solutions like HGS Agent X are highly effective – significantly expanding an organization’s customer communications and experience ecosystem through open APIs enabling integration with multiple channels and contact center AI software. By achieving a true 360-degree view, like HGS Agent X, companies are ensuring:
- A single dashboard that displays all information (past, present, and future)
- Omnichannel support from a single, secure, and customizable platform
- AI-powered analytics that pulls in disparate data from the Customer Data Platform (CDP) to better serve customers in real-time
- Natural Language Processing (NLP) and speech analytics to automate the process of summarizing information
- Compiled information with innovative Robotic Process Automation (RPA)
- Automated mundane tasks and optimizing operational efficiency
- Distributed business-critical information among agents
- An augmented overall customer experience by reducing room for human error
Any implementation should be able to seamlessly integrate into a brand’s existing ecosystem. Solutions like Agent X that are cloud-based, offer unmatched flexibility and scalability – addressing all critical contact center challenges – so it’s important to keep this top of mind.
The IT industry is in a position where it can lead and successfully deliver digital transformations. This is the moment for businesses to achieve a customer 360 view and quickly deliver personalized customer experiences. Increasing the speed of integrations while minimizing the need for IT resources is key to being ahead of the competition.
Learn more about HGS Agent X’s customer 360 view from our experts.
Prakash Hariharasubramanian, Director & Practice Lead, Intelligent Process Automation (IPA), HGS
Prakash has led various IPA implementations across multiple industry verticals in his tenure of 7 years with HGS. In his role, Prakash develops IPA practice frameworks, creates IPA solutions, and serves as a key automation evangelist for HGS.
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