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Author: Franz Malten Buemann
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The 6 Top Customer Experience Trends in 2021
The digital transformation of companies accelerated significantly in 2020. In particular, they had to quickly adopt remote work and further increase their use of digital channels. A McKinsey study shows this situation could have saved five years on the adoption of digital tools. In this context, what will be the impact of these changes in…
The post The 6 Top Customer Experience Trends in 2021 appeared first on Customer Experience Magazine. -
Are we on to something? Easy orchestration across journeys
Last month, we asked what was missing in the journey ecosystem, according to our customers. One of the most heard answers? ’A way to work with insights across journeys, without the hassle of diving deep into the details.’ Manage opportunities in one place, across journeys Now the question is, are our users right? Are we right? I’d love to hear from other experts like you. At TheyDo we’ve turned the double diamond into a digital hub for customer-centric collaboration. The newest engine to manage opportunities across the business is design to scale Opportunities and insights outside the workshop. Are we on to something? https://www.theydo.io/guides/manage-opportunities-across-journeys/
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The True Role of AI in the Contact Center
AI has been making a relentless assault on the contact center for several years. But it wasn’t until 2020 that its true role became clear. And — it’s not quite what you’d expect.
Read All the Contact Center Trends Here:
Contact Center Trends 2021Contact Center Execs Had Been ‘Back-Burnering’ Upgrades
Artificial intelligence has been around for a while now, but many contact centers have yet to integrate it. On top of that, many were also pushing back on hardware and core stack upgrades.
“I was surprised by how many call centers were unprepared for the move to work from home. I don’t want to make light of a difficult situation, but all the managers and executives who had for years pushed back on moving to the cloud found themselves in a really tough place.”
— Thomas Laird, CEO, Expivia
The expense — in both time and resources — meant that upgrades were kicked to the curb or filed under, ‘fix when broken.’ Lockdown broke everything. 2020 was ‘the curb.’ And it had many contact center managers wishing they’d invested sooner.
Lockdown Precipitated Rapid Development
The rapid move to remote work how unprepared contact centers were for the future — even though they should have been.
Suddenly, experimenting with new technology wasn’t an obstacle; it was a life-saver. Rapid technological updates were forced upon execs like never before.
The long lines and endless hold times showed contact center managers that they needed to find better, more efficient ways to deliver customer support — fully opened executives’ eyes to finding a solution. And let’s be clear: the solution isn’t fobbing customers off with clunky bots.
“Contact centers must understand that the omnichannel experience is important and AI is a part of the equation. But businesses that believe they are fooling customers with AI are kidding themselves. It is the quality of the entire service experience, not just the technology, that will define a customer’s perception of an organization.”
— Tony Johnson, CX Leader, Author, Speaker Founder at Ignite Your Service
COVID Demonstrated the Importance of Human Connection
People want a human connection, and when they’re looking for help with something quickly, they’re just going to reach out to a human straight away, especially when they’re already anxious.Read All the Contact Center Trends Here:
Contact Center Trends 2021The endless waiting times demonstrated how unprepared most contact centers were to service their customers when they really needed help. And that’s when the real role of AI in the contact center became clear.
“AI is bridging the gap in efficiency, keep everyone connected remotely, and providing real-time support for customer service agents and the managers who monitor and evaluate call quality data.” — Rana Gujral, CEO of Behavioural Signals
The True Role is to Bridge the Gap
RPA & AI undeniably has a role in the contact center. But it should be clear by now that AI technology can’t replace human interaction. But it can facilitate and enhance it.
We can — and should — be using AI for certain things:Understanding our data so we can be more proactive in solving customer issues
Optimizing our back-end operations to remove friction and improve accessibility
Providing customers with smarter self-service
Facilitating better service by providing agents with better data during conversations“AI-powered applications help contact center staff work more efficiently by auto-transcribing and analyzing conversations to serve up contextual answers to help agents resolve a customer’s request faster will be a growing trend. The lasting impact is going to be a new bar of customer service that surpasses pre-COVID benchmarks, which is great news for customers!”— Amit Unadkat, Manager – Digital Transformation, Logic 2020
The Future of AI in the Contact Center
We must use AI technology to help customers solve simple queries themselves and contact the right person when they need to – not create a barrier to contact.
Businesses at the top of their game will use AI to anticipate a customer’s needs before they do. And then perhaps offer to have an agent reach out to them. Later, AI will be there behind the scenes, equipping the support agent with the information they need to help that customer as much as possible during the interaction.
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Onpassive Launching Very Soon announced by Ash Mufareh Gofounder CEO
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What is a Cloud Call Center? Ameyo
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Predicting the future
Humans do it all the time. Sometimes with great success. Not just easy-to-measure and profitable endeavors like sports betting or the stock market, but essential human interactions like, “what’s the best way to welcome a kindergarten student on the first day of school,” or “If we arrange the intersection this way, traffic will flow better.” In matters of public health and engineering, the ability to have a good idea about the repercussions of our work is urgent.
When dealing with a prognosticator, it’s worth asking three questions:
“What’s your track record?” It’s unlikely we’ll be right every single time, but once we adjust for luck and statistical anomalies, do you regularly outperform the others, or are you simply loud about it?
“Can you show your work?” It’s hard to trust someone who has a secret method. While this might be a competitive requirement, it’s more likely that the person has simply had a lucky streak (streaks are statistically likely).
“Have you taught your method to others?” This is a variation of the previous question. If people are using the method to successfully predict the future in other areas, then we’re seeing a resilient and robust approach to understanding how the world works.
Rules of thumb (the topic of my very first book, co-authored 34 years ago) are a stand in for the sort of rigor that is far more common today. With our predictions etched into the memory of the internet and more data available than ever before, we ought to be better at predicting what’s going to happen next and determining who’s good at that and who isn’t. But belief is a strong force, widely held, and sometimes it takes us a while to realize that confidence and volume are not a replacement for seeing things as they are and understanding how they work.
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How to build a common CMO & CTO Framework for AI driven CX Value Creation
With the development of eCommerce, proliferation of marketing channels and vanishing customer loyalty to Brands, modern CMO gets under enormous pressure to take proper care of Customer Experience. But if taking care of the Brand image requires some marketing budget and proper cooperation with media houses and agencies, then a proper approach to Customer Experience requires switching CMO attention to create a proper relationship with its colleague from the same company – a CTO. Why? They have access to customer data.
The roles of CTO and CMO have changed significantly in the recent years. It is required that every modern CMO not only oversees marketing initiatives, but also understands how marketing can be driven by data, analytics and modern machine learning algorithms. On the other hand CTO is no longer only a strictly technical role present in IT companies. Any company which is willing to survive in the modern world becomes an IT company now, an IT company which requires a CTO – CTO who not just understands technology, but understands how this technology can support business objectives.
What is the reason behind these changes and how needs of both of them can be fulfilled by new technologies?
$ 3 trillion in potential value creation from Customer Experience
According to recent study by McKinsey & Company there is a huge potential upside in value creation by means of personalising user experience with brands and businesses. Total of estimated uplift is between $1.7 trillion to $3 trillion – where the highest value can be created in retail ($800 million), insurance ($600 million), travel ($450 million) and banking ($500 million).
This potential added value can be created by fully understanding and using entire potential which personalization at scale has. Reaching for this award requires modern marketing to create best in class experience for customers across all communication channels and devices, along the entire customer journey.
In order to take part in the race and win your share of the cake it is crucial to implement and integrate the right technologies, work with right and rich data and use modern personalization techniques supported by AI & machine learning.
Technology stack supporting CX Value creation
McKinsey points out four main parts of the technology stack required to succeed in personalisation: Data, Decisioning, Design and Distribution (Execution).
The key issue coming out of this graph is the necessity of having all of these really well integrated. And if want to have all this really well integrated there are two options:
a perfect relationship between a CMO and CTO with perfectly working together teams behind them
ora ready made platform which will make all of this work without too much hassle which is somehow CTO & CMO cooperation ready
Creating CMO & CTO cooperation readiness
Data required for best in class personalization is often hidden, trapped. This data needs to be enabled on one common platform, which is easy to integrate with multiple different data sources. This is the responsibility of the CTO to ensure this data is discovered and made available to a platform on which CMO can create unique marketing processes based on this data, use modern AI solutions and use them in communication with a customer on all possible channels.
Very common problem is when a company uses multiple single solutions for communication with its audience – this causes that decisioning logic resides in individual, channel-based, black-box systems. CTO’s and CMO’s responsibility is to unify this logic and use an integrated decisioning engine that uses machine learning and AI models to take individualised and personalised marketing activities across all channels with consistent communication with a customer.
With a proper platform marketer can encode knowledge into processes, leverage instinct with AI and properly segment customers. That type of platform can integrate channels, enable data across those to coordinate communications and react to customer needs.
Another problem to solve is that these days marketers are overwhelmed by the amount of content and the speed of change required by personalization. Platform of choice for CTO & CMO should enable content automation, mixing of small modules with CDP data and use them seamlessly in omnichannel communication.
The common goal of CTO & CMO is to integrate all channels, enable data across those to coordinate communications and react to customer needs. That approach is a pillar of value creation with Customer Experience.
Low technology burden as basis for effective CMO & CTO cooperation
As we stated in one of the first paragraphs, the modern CTO must understand how technology can support business objectives and the ultimate goal of business is to bring revenue, on other hand he is aware how expensive integrations and data science are, where human cost is the highest factor. CMO is under pressure of delivering results with modern solutions. But obviously these strategic objectives would be not possible to realize if both CMO and CTO would be engaged in too simple things, that we are actually taking on us.
We have created a platform with minimal hassle for the CTO, where all website monitoring and personalisation requires just one code and this code needs to be added only once. Data integration can be done via P&P or simple API. AI models are immediately available to use without any additional configuration.
That is why we can offer our customers unattainable on the market 2 month onboarding time. This is perfectly aligned with our Proof of Concept which is the primary way our customers start the journey with SALESmanago. First month is about integration, second about the execution of marketing campaigns and processes which aim at addressing some specified business KPIs.
And at the end of the day, thanks to our approach CMOs and CTOs at our customers companies simply have a very limited number of quarrels and disputes.
marketing automation
marketing automation
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Getting Started with Lightning Flow – Part 27 (Want to Send an HTML Email from Lightning Flow? Oh, yes! It can be done!)
Last Updated on December 7, 2020 by Rakesh Gupta Big Idea or Enduring Question: Now (After Spring’21 Release), you can send rich-text Emails from Lightning Flow using – Send Email core action! You read that right; so, continue to read on! Salesforce … Continue reading →
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Introducing the Link Review Tool
Send anxiety is real and no matter how long you’ve been in email marketing or how experienced you are, send anxiety never really goes away. In fact, customers tell us that one of the biggest mistakes they fear when sending an email is to include a broken or missing link.
Messed up links can cost you more than just time and embarrassment. If you’re in publishing, your newsletter is your product and any missing or broken URL hurts your brand reputation.
According to Verizon Media Australia Pty Ltd, “We usually triple check each link and then send tests to at least two people in the team to make sure it’s all correct—we work in publishing and it’s incredibly important for each story to link out to the correct URL.”
You’ve gone to all this effort to craft engaging copy that compels your reader and you’ve designed a call to action that’s bolding and enticing. But when your readers click, there’s nothing. Or they end up at the wrong place on your site. Now you’ve missed an opportunity to convert subscribers and you can’t be sure you’ll be able to recapture their attention.
We aim to make marketers feel confident in every send, regardless of their experience level. Because of the amount of time and anxiety that goes into checking, double-checking, and even triple-checking your links, we’re introducing a new tool so our customers can send emails with confidence and efficiency.
Frontier Touring says: “The Link Review tool has quickly become a natural part of my proofing process.”
Introducing the new Link Review tool
Now, Campaign Monitor has a Review links button in our email builder. Here, you will be notified of any missing or broken links in your current email. You’ll also get an alert if a link has not been updated if the email was copied from a previous campaign.Lulu Press says: “[The Link Review tool] brought a lot of confidence in sending emails. It cut back the time I spent checking links which involved me sending test emails to myself and clicking through all of the links to double-check that they were working correctly.”
If your email includes a broken or missing link, you’ll be prompted to review and update the link while still in the email builder.
Send with confidence
Universal Magazines told us, “I think everyone who has ever sent a campaign email has had concerns about sending bad links. A bad link can cause a range of problems and, in the very worst cases, can negate the whole intention of sending a campaign email in the first place.”
We know how much time and effort you spend creating your emails, not to mention the time you spend double-checking to make sure everything in your email is pixel perfect. The copy, design, lists, and personalization all have to be confirmed before hitting send and it’s easy for something as innocuous as a misspelled URL to slip through your checks to disastrous results.
At Campaign Monitor, we know that a missing or broken URL link in your email is a common mistake that can be a headache to fix.
Not only is a broken link a pain for you, it harms your brand’s reputation, prevents your email from delivering the results you expect, and often means additional time and resources spent trying to remedy the error.
After all the time you’ve spent crafting every detail into an effective email, don’t let a broken link steal your results.
Wrap up
Our Link Review tool means you can have confidence that a simple mistake won’t ruin your results. You have more important things to worry about, such as how you’re serving your customers and running your business. Now your pre-flight checklist has one less task on it.
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Introducing Branded Templates
A strong first impression—and second and third impression—is paramount to creating lifelong brand ambassadors. Branding is key to resonating with your guests and converting them to repeat customers. It’s what helps them seek you out amongst your competitors.
Incorporating your branding into every aspect of your business model can be a daunting task, especially these days when most of your customers or prospects are interacting with your business digitally.
Utilizing certain colors, fonts, and styles consistently across your products and in-store sparks immediate recognition with your customers. That recognition is good for your relationships which is, in turn, good for your bottom line.
This is where email comes in. Our customers rely on email for one-to-one communication, regardless of their industry or size, and that’s why we’ve made it easier than ever to design and send emails that are tailored to your brand.
Introducing branded templates
We’re introducing branded templates so that getting started with or refreshing your email program is a whole lot easier. Simply input your website URL, and Campaign Monitor will find your logos and key brand colors, importing them directly into a set of popular email templates:Once your templates are created, add additional text and content to your email and get to sending. We’ve even included best practices as the placeholder text so you have friendly advice right where and when you need it most.
Email is a tried-and-true method to connect with your biggest fans. You can include personalized content, calls to action that lead directly to your site, and relevant articles for helpful information.
Hunting down all your brand colors, logos, and fonts shouldn’t be time-consuming, slowing down how long it takes you to send your first email. Time is not something that anyone has in excess under the best circumstances, and this holiday season, more than any other in recent history, nothing should get between you and end-of-year revenue.
This process gets even more complicated when you’re working across a team and need to keep your elements consistent. That’s where Campaign Monitor branded templates come into play.
How to use branded templates
With a Campaign Monitor account, you can create branded templates with a few simple steps:Log into your account
Select My Templates on the overview page
Choose Create a new template
Choose Add your brand
Enter your website URL
At this point in the process, you’ll be able to confirm your brand elements and they’ll be automatically uploaded into a series of templates. Pick the one that best fits your purpose and from there, you’ll be able to add your content just like you would with our other templates.
Whether you’re just getting started or a current Campaign Monitor customer looking for a refresh, branded templates are a simple way to get sending unique emails that are true to your brand.
Wrap up
Whether you’re a small business or you have a dedicated marketing team, you rely on personal interactions and people experiencing your brand in order to convert prospects to customers and customers to brand loyalists—something that’s starkly different in a world where in-person interactions are limited.
Our branded templates make it easier than ever to get started quickly with your email marketing program. With consistent brand elements, you’ll be able to focus on creating connections and get back to doing what you love.
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