November 4, 2024

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Transitioning to a Dynamic Data Hub: The Future of CX

Transitioning to a Dynamic Data Hub: The Future of CX

Every organization knows that data is the key to delivering excellent experiences to customers, and the same applies to digital customers.

The Internet of Things (IoT) has created a connection between objects and people through digital mediums, transforming household appliances into ‘smart devices’. The same underlying technology has now entered the customer and citizen engagement spaces.

Digital customers, or machine customers, are connected devices that act on behalf of consumers and organizations to provide key insights without the need for human intervention. Gartner has estimated that, conservatively, at least 15 billion connected IoT products will have the potential to behave as digital customers within the next two years.

Digital customers digital pose new challenges to delivering customer experiences, but also new opportunities for revenue generation, as they allow businesses to leverage data from a much broader range of sources than previously available.

This means that, as well as focusing on great experiences for your customers, you need to focus on their devices- or digital customers.

As digital customers become more prevalent within the contact center space, is it time for brands to look to include more comprehensive solutions that effectively harness data? While Customer Relationship Management (CRM) systems enable businesses to more successfully manage relationships with their customers, ever-expanding data-driven insights powered by IoT devices, and the demand for hyper-personalization, are paving the way for a new champion in customer data management: the Customer Data Platform (CDP).

Matt McKernan, SVP, Americas, at Content Guru says, “Data is the linchpin for delivering personalized, effective and proactive customer experiences. The rise of digital customers, driven by IoT, necessitates a shift towards more dynamic data management solutions. CDPs offer a comprehensive view by aggregating data across all touchpoints, enabling proactive and tailored customer interactions.

Content Guru’s commitment is to leverage these technologies to enhance both human and digital customer experiences, ensuring we stay ahead in delivering exceptional service.”

How Connected Devices Are Enabling Proactive Communications

Data is the key to creating highly personalized, convenient interactions for customers, both human and digital. While 90% of companies consider personalization to be a priority, only 15% believe they’re adequately delivering it. A 360-degree picture during customer interactions provides your employees with a full understanding of the customer, enabling them to deliver the right support. It also paves the way for proactive customer engagement and issue resolution, offering insights into common problems and trends.

For example, providers now have the ability to offer proactive and insight-led experiences, something the utilities sector is embracing. 119 million households in the US have a smart meter installed, equivalent to 72% of the total electric meter installations, allowing providers to deliver more accurate billing, both managing demand and identifying supply issues without having to inconvenience customers.

The addition of IoT connectivity also unlocks the ability to register and proactively respond to supply outages, allowing utilities providers to get on the front foot when issues occur.

Another sector using digital customer data to provide seamless experiences is healthcare. IoT technology is allowing healthcare providers to improve access to care through various ‘virtual’ experiences, including ‘hospital at home’ virtual wards.

Virtual wards allow discharged patients to be monitored at home using internet-enabled medical IoT devices. Patient data is shared with teams of clinicians, dedicated to tracking the progress of virtual patients and supporting them accordingly.

With this approach, patients can be discharged more quickly while still receiving hospital-style continuous monitoring through wearable technology. Patients receive the same high standard of care as in a physical healthcare setting, but from the comfort of their own home; all while freeing up resources within hospitals.

Transforming to a Dynamic Data Hub

To fully benefit from the data collected by both human and digital customers, the contact center needs to be transformed into a dynamic data hub that allows organizations to act on incoming information.

Unfortunately, many companies still have limited access to the right data. They rely heavily on CRM tools to store customer data, case information, and activity history. But these tools only offer a fraction of the visibility companies need.

CRMs typically focus on specific interactions between customers and brands, offering limited insight into specific points in the customer journey.

A CDP, or Customer Data Platform, on the other hand, goes a step further. It works as a data aggregation platform, drawing information from every existing system of record used by an organization, including digital customers and CRM systems. CDPs break down data silos, and offer a full multi-faceted view of each customer segment.

With a CDP connected to all of your customer-facing technologies, you’ll be able to streamline customer service, enhance interactions with in-depth personalization, and even automate proactive customer engagement based on incoming IoT data streams, boosting operational efficiency. Beyond an improvement in customer satisfaction, leveraging contextual data, such as the products a customer viewed on an e-commerce site, also leads to higher revenue generated by each customer.

Compared to the standard CRM, a CDP provides a big-picture view of every customer segment, behavior, and action, synchronizing team members, and enabling intelligent personalization.

Through a CDP, businesses can:

  • Unlock IoT-enabled CX: CDP solutions align data from various IT touchpoints, from omni-channel interactions to data from digital customers, storing real-time information in a central location for a single point of truth. From here, proactive strategies can automate customer engagement and support, reducing call volumes and enabling team members to focus more of their attention on complex challenges.
  • Streamline resolutions: With an all-in-one view of essential data, employees can rapidly resolve customer issues, using screen pops and historical data to personalize the discussion. Leading solutions can offer intelligent routing, which helps to enhance First-Contact Resolution (FCR) rates, matching customers to agents based on historical data, and intent.
  • Create personalized customer journeys: CDPs offer a unified view of a customer’s complete interaction history, ensuring companies can build comprehensive journey maps that allow them to adapt to the specific preferences of each segment instantly.
  • Unlock AI efficiencies: The latest AI innovations in the contact center, from intelligent voice bots to chatbots, rely heavily on data. The more data you can gather and unify from different environments using a dynamic data hub, the more effectively you can train bots. This paves the way for more unique, engaging self-service journeys.
  • Enhance employee engagement: CDPs provide employees with the tools they need to accomplish more in the contact center. Screen pops eliminate the need to search through multiple platforms for data. Intelligent routing reduces call transfer requirements, and AI-powered tools can even reduce post-call work, like summarizing conversations.

The Future of Data-Driven Insights

Personalized, convenient, and effective customer journeys are data-driven. Unfortunately, not all platforms have the ability to collect and utilize data effectively. CRM solutions are powerful tools for managing customer data and profiles, but they’re often limited in their scope and flexibility.

The proliferation of connected devices and the subsequent increase in digital customers will not only redefine what customers are and how they communicate but will also shape the future of the contact center and the experiences brands can offer.

Organizations will interact with and manage digital customers in a vastly different way from human customers. Still, the core aim remains the same – make interactions both straightforward and impactful.

A dynamic data platform empowers businesses to consolidate complex, rich data across channels, delivering a deeper understanding of preferences, customer journey points, and requirements. A CDP, like Content Guru’s storm CKS®, not only unifies systems of record but also enables comprehensive journey mapping and intelligent routing.

It allows companies to unify their knowledge, and design tailored interactions, delivering personalized guidance to team members throughout every conversation. When this solution is aligned with other tools, such as systems for intelligent customer experience automation, it can even pave the way to better self-service, proactive customer support, and improved operational performance.

Discover the Full Power of Dynamic Data

Adhering to ever-evolving customer expectations is complex. It requires access to significant amounts of data and the right technology. A dynamic CDP that aligns with all of your contact center tools, customer experience automation systems, and data from digital customers, will unlock new opportunities for success.

With the right platform, you’ll be able to empower teams with useful routing tools, comprehensive knowledge bases, automated workflows, and screen pops. More importantly, you’ll be able to deliver the proactive, personalized customer support that separates you from your competition and ensures ongoing brand loyalty.

Matt McKernan, SVP, Americas, at Content Guru says, “Transitioning to a dynamic data hub is crucial for modern contact centers aiming to meet the growing demands for hyper-personalization and proactive support. By integrating data from digital customers and breaking down silos with CDPs, businesses can achieve a 360-degree customer view, streamlining inquiry resolution, and enabling proactive IoT-driven engagement.

Content Guru is dedicated to harnessing the power of CDPs to unify customer data, drive intelligent routing, and empower agents, ultimately transforming how businesses engage with customers, setting new standards in CX excellence.”

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