In the present times, customers are present almost everywhere like social media, email, mobile etc. and hence they expect to reach out to the companies almost anywhere and that too at any point of time particularly on the channels which they prefer to use themselves. Now, this preference of the customers can be clearly understood from customer engagement analytics and a number of businesses are trying their level best to develop their presence across the various channels of communication. The preference of interaction channels varies from demography or even urgency perspective. Also business can reach them out on their preferred channel of interaction. This provides a lot of satisfaction to the customers and readily enhances their experience with the business. Thus, it is of immense importance for the businesses to develop multi channel customer communication as well as support as per their preference.
With the rise of digital communication channels, the customer contact centres get the opportunity to get hold of the new sources of insights for having a significant impact on customer experience. The analysis of various queries as well as concerns of the customers that are expressed by them through different channels of communication helps in a much better understanding of the customers concerns. Customer engagement analytics help in uncovering of the reasons as to why the calls from the customers get bounced from one executive to the other, attempts for escalation and was it due to insufficient training for the executives. This type of root call analysis helps the businesses to categorise each of the calls differently leading to the rectification of the issues so found and ultimately improving the customer experiences.
The overall journey of the customers with your business is a matter of immense importance. Customer engagement analytics is certainly the best way to have a clear and complete understanding of the journey of the customers so far with your business irrespective of the communication channels being used. At the same time, the businesses are able to seamlessly integrate those engagement analytics into a complete picture. By the aggregation of the overall customer engagement analytics which includes customer interactions, feedback, transactions and data from the executives help in providing an end to end picture of the journey of the customers. Now, when the businesses are armed with all these actionable insights, they can map the customer journey and proactively assist the customer at different stages. This brings a surprise element for the customer and takes the overall customer experience to a new level.
Retention of customers is a matter of great importance to every business and it might be extremely difficult to pinpoint as to why any customer discontinued their product or service. In this situation, customer engagement analytics has a vital role to play. With the help of the analytics, it becomes easier to understand the behavioural trends of the customers and most importantly, the businesses have to spend less time in understanding the exact problem. Once the problem is pin pointed, working to address the problem can begin right away so that the customer can be retained by providing a better experience to the customer. Thus, it can be clearly understood how customer engagement analytics helps in the reduction of the churn rate which in turn is beneficial for the business as a whole.
Customer engagement analytics are of great help for the businesses in the identification of the trends in how the sales offers are resonating with the customers. With the data in hand, a detailed analysis becomes very easy to perform. This analysis can help to get a better understanding of the sentiment of the customers and exactly pinpoint the issue that does not satisfy the customers. Now, when the issue is resolved, the customers tend to be more satisfied which creates a positive impact on the overall sales effectiveness. When you know as a business owner that what went wrong in the sales pitch before, you would not be repeating the same mistake again and hence it will certainly increase the sales effectiveness. In addition to this, the actual sales might have a positive impact when the sales effectiveness in increased and creates opportunity for upsell and cross-sell. Thus, focusing on customer engagement analytics would necessarily be of a great benefit to the business.
To summarize, customer engagement analytics is very critical to the business. As part of digital transformation, most of the enterprises are utilising data for business success. With customer engagement technology, business is gaining incredible amount of data like never before. It is now prudent to use analytics on the customer engagement data to benefit the business and enhancing customer experience.
Author Bio: Akanksha is an IT enthusiast, having an experience of 7 years in marketing and promotion. She has experience in varied industries, in positions working across the line of marketing. She is a day dreamer, an avid reader and a crazy traveler when she is not working.