Understanding a customer's journey is important in deciding how digital channels can be leveraged to deliver the best possible customer experiences. As a business, you want to gain insights into common customer pain points and proactively engage with customers before they become dissatisfied. In the following example, a business is able to improve customer satisfaction and positively differentiate its brand by connecting to the customer at the point of frustration…
Joe, a fitness enthusiast, uses FitKit, a fitness application on his wearable to track his daily fitness activity. The application tracks his fitness data and syncs it with his mobile phone and sends notifications when he reaches his fitness goals for the day. Unfortunately, the FitKit app sometimes takes way too long to sync the data from the wearable to the phone, and prevents Joe from tracking his goals and causing no small measure of annoyance. Joe has no idea what's happening and the app provides no meaningful insight. Since the problem occurs intermittently, Joe doesn't seem to ever be able to contact FitKit at the right time. When Joe manages to find the help desk number and contact an associate at FitKit, the associate asks for a lot of information including device version, app version, synchronization duration, etc.-- information Joe doesn't have at his fingertips. The overall experience wastes time and frustrates Joe greatly.
To combat the lack of a timely interception of customer issues, Live Experience engagement scenarios let you design engagements based on customer context, so you can interact with your customer at the right time using the right digital channel. Since Live Experience is integrated into a mobile app, a user's entire context, including device, location, device type, user status, etc., can be gathered and used to determine how to engage the users at the key moments in their customer journey.
In the example above, FitKit integrates their app with Live Experience and whenever the app takes longer than normal to sync, a support cue is triggered that lets FitKit provide live help to a customer right from within the app. The customer calls directly from the app to report the problem, and all of the customer context, i.e., customer location, status, app/device version, settings are passed to the associate. The associate has all of the right, actionable information to solve the problem, and FitKit is able to increase the customer retention by detecting the pain points in the customer journey and proactively engaging with the customers at precisely the right time. Customer frustration is minimized and satisfaction enhanced.
Step 1: Determine when to engage with a customer, and set up the engagement rules
Figure out the key pain points in the customer journey and proactively engage the customer. In our example, FitKit decided to proactively engage with their premium app subscribers when the app was unable to sync the data after trying three times. Those conditions are then used to create an engagement rule in Live Experience.
Step 2: Engage the customer with the right message
To catch a customer's attention and make sure they engage with your business, you'll want to show a personalized, targeted message.
Step 3: Engage the customer using the right digital channel
Finally, you'll need to provide the right tools and digital channels. Your customers are way more likely to engage using plain audio, so we configure the scenario to share just their microphone. If necessary, however, we can provide a more interactive experience by asking a customer to share their screen, allowing an associate to see what the customer sees in order to better understand a customer's problem.
All the engagements defined in Live Experience are dynamic and don't require you to write a single line of code. You can create an engagement based on your customer journey and once you've enabled the scenario in Live Experience, it will instantly enable the engagement in your application. No matter whether your customer journey is linear, with a customer progressing from step to step, or more free form, where a customer dynamically jumps from one point to another, Live Experience lets you define multiple engagement scenarios to cover virtually all of your customer journey requirements.
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