Engage your customers

Transcription

1 Business white paper Engage your customers HP Autonomy s Customer Experience Management market offering

2 Table of contents 3 Introduction 3 The customer experience includes every interaction 3 Leveraging unstructured data 4 Engage your customers with a multichannel experience strategy 4 Get a complete picture of customer interactions 4 Understand all information across the enterprise 5 Analyze and organize data 5 Identify patterns and sentiment 5 Rapidly develop content to address new opportunities 5 Create a compelling and dynamic customer experience 6 Optimize current customer experiences 6 HP Autonomy s Customer Experience Management Solution 8 About HP Autonomy 2

3 Introduction As a marketing professional, you re constantly adapting in an everchanging customer landscape. Today s mobile, web, VoIP, video, social media, and other technology advances have given a new and stronger voice to the customers of earlier eras. Now, thanks to vast amounts of information and the numerous channels available, customers can have a direct impact on the market and their presence has the power to affect your brand in more ways than ever before. The internet has opened the doors of your business even wider, eliminating barriers and enabling brand interactions via a simple browser click. And today s customers have choices: they can interact through a web browser, visit a retail store, dial a call center, connect via social networks, or choose any combination of these options. As a result, capturing customer interaction data has never been easier. But what is the best way to leverage this valuable intelligence? The customer experience includes every interaction Industry experts agree that even the most casual customers jump between interaction channels from comparing products or reviewing a bill on your website, to logging a complaint with the contact center, to actually touching the product in a store. More customers are making their feelings known indirectly through word of mouth as well as through web-based technologies. For instance, the widespread adoption of interactive social media applications makes customer sentiment more and more transparent to both impressionable prospects, as well as the business itself. While more than 90 percent of consumers engaging in some form of multichannel behavior, you can gain a collective understanding of these interactions and/or compile them in a way that can be shared with decision-making groups across your business. However, while consumers use different channels and touch points throughout their relationship with your brand, you may be challenged to capitalize on the data in real time, when it can make a difference. Leveraging unstructured data In an age where information is king, the critical asset that you must leverage in your business is data. While computers can process it, collect it, consolidate it, and analyze it, the crucial element that some organizations lack is the ability to understand the essence of the interactions and conversations contained in the data. The real value lies in knowing what influenced the customer to buy the new perfume, or why they cancelled their account. Can find out how the sentiment on a product turned from great to disappointing in less than a quarter? In-store customer surveys, contact center recordings, and focus groups offer traditional methods for capturing customer patterns and sentiment. Yet, while this information provides a great deal of information, it can be incomplete, hard to process, or biased towards the communication channel. For example, to gather useful information from contact center recordings requires a vast amount of time to listen to and manually classify the call outcomes. And, if you want to get an accurate perspective, the information really needs to be analyzed together with interactions from all direct and indirect channels. Systems that store silos of information, that only 3

4 Monitor Process Analyze Patterns Create Dynamic Optimize allow you to analyze them uniquely, can hinder you from gaining the actionable insight you could have if you could analyze customer interactions collected across your business. Fortunately, advances in computing have changed the game, making it possible for you to harness interactions into collective patterns of understanding. With HP Autonomy s Customer Experience Management solution, you can move beyond disparate customer interaction data the first step in becoming channel-agnostic and identifying the true insights that will impact your business. This white paper outlines a strategy for leveraging the collective data from customer interactions for your organization. Engage your customers with a multichannel experience strategy Regardless of how individuals engage with your brand, you will need to determine how to capture and process the data from all those interactions before you can analyze them for patterns and sentiment. Maximizing the value of your information requires that your business users can view and report on the data from a common interface while leaving all data in its original repository. Understand all information across the enterprise The ability to analyze all interaction data, across all touch points and media types, ensures that you can process all of your information and get a more holistic view. When you can ingest data from systems where the interaction occurred, it reduces the need to duplicate information, which can increase storage requirements. Solutions that are able to analyze information in place eliminate the need to move or reproduce information. HP Autonomy s CEM solution offers an open and flexible approach that allows you to connect to any repository. The solution is scalable enough to manage the enormous volume of transactions and data that you collect in the course of doing business. Processing any type of media presents its own challenges and your multichannel analytics application must be able to handle all types. For instance, audio is traditionally difficult to process, govern, and make available for review, especially when it exists in multiple repositories, formats, and languages. Your speech recognition engine will need to account for the variability in speech such as language, dialect, accent, or tone by using a combination of acoustic models, a language model, pronunciation dictionary, and advanced Once your organization understands key patterns and sentiments, it can determine actionable strategies for improving the customer experience to increase sales and/or lower costs. Changes may need to be made across your channels to deliver a more targeted and relevant experience to your customers. Finally, once the new changes are in place, you can test them in a real-world environment to optimize your customer s experience. A successful multichannel customer experience strategy requires that you have the right people, processes, and technology in place. The following sections discuss the technology path needed to make your strategy successful. Get a complete picture of customer interactions Data from interactions across contact centers, websites, storefronts, and social media networks are growing exponentially. In fact, enterprise customers report that they are involved in more than 160 million direct customer interactions a year in the form of , chat, voice recordings, and website visits, and more than a billion instances where their brand was mentioned on social media websites or blogs. With this much data, it is critical that you can keep up with the incoming input and put it to work to improve the customer experience. 4

5 marketing platforms that leverage a conceptual understanding of the interactions to form a hypothesis of what is being said. Analyze and organize data It is no simple task to take data from across various channels, media, and languages, then normalize and organize it by meaning, so that patterns and sentiment can be identified. Traditional keyword search technology falls short because it simply allows you to find and retrieve data. These keyword search engines cannot comprehend the meaning of information, which limits you to finding those interactions that contain the specific word. This inability to understand information means that other relevant interactions that discuss the same idea, but use different words, are often overlooked. Similarly, interactions with a meaning entirely different to the search terms are frequently returned, resulting in many false positive results that will skew your findings and force inappropriate actions to be taken. Only Meaning Based Computing, which takes all processed data and evaluate its meaning within the context of the entire corpus of data, can handle this intensive task. A Meaning Based Computing engine derives context and meaning from all electronic data, including the critical unstructured data that makes up as much as 90 percent of all business data. Identify patterns and sentiment Organizations collect and analyze data to uncover insight that is actionable. The ideal multichannel analytics solution empowers organizations to deliver the right experience to the right person at the right time. Based on an understanding of customer interactions, patterns, behaviors, histories, and interests in real time and across multiple channels, this solution provides a competitive arsenal for enhancing customer engagement and driving revenue. Rapidly develop content to address new opportunities With the analysis done, you have the opportunity to make changes or add new experiences to engage your most profitable segments of users. Best practices involve leveraging a system where content, along with associated metadata and business logic, is created in a format that is easily re-useable on the web, print, or wireless devices. Organizations need to rapidly enhance the customer experience or roll out new experiences such as a new campaign page, agent contact center scripts, or enhanced in-store signage. A flexible system that enables you to be directly involved in making those changes is critical to the success of optimizing business processes to react to new opportunities or changes in market dynamics. customer profiles and segments that can be used to take action on your site or in the contact center. These profiles and segments are leveraged to deliver relevant offers and content to customers and prospects, helping keep customers engaged with your organization. Profiles can be generated automatically based on explicit data entered by the customer or implicit data can be automatically gathered from interactions across all touch points, both internal (contact center or s) or external sources (social networking activity or blog posts). Generating implicit profiles allows organizations to capture rich, insightful profiles for every customer not just the few who like to fill out registration forms. Consumers are focused on their needs, not on your channels. Forrester Create a compelling and dynamic customer experience The goal when creating compelling and dynamic customer experiences is to foster relationships with active members by integrating social media content with corporate content across all channels. Now that you have a thorough understanding of your customers and their preferences, you can create comprehensive 5

6 Optimize current customer experiences Even successful websites, offers, and contact center scripts have room for improvement. With a multivariable testing solution integrated into an ongoing content creation and launch planning process, you can be confident that you have the optimal customer experience to increase conversion rates and customer satisfaction. A multivariable testing solution allows you to automatically test multiple variations of the same ecommerce page, invitation, or advertisement and conduct real-world tests for the optimal combination. For instance, a web mortgage company s web page is designed to get visitors to check interest rates using its online application. A simple change to the Get Rate button and a new image can improve the click rate 5% or more, which typically leads to increased conversions. An enterprise s reputation its brand is never built solely via advertising and promotional activities. It is mainly built through individual interactions at customer touch points. Gartner HP Autonomy s Customer Experience Management Solution HP Autonomy s Customer Experience Management offering delivers a unified, yet modular approach for managing and improving the multichannel customer experience. This unique end-to-end approach covers the management of web, print, mobile, augmented reality, social, and rich media content as well as contact center, customer feedback, and collaborative document management. HP Autonomy s CEM enables you to leverage existing enterprise systems and customer data to implement successful strategies for customer intelligence, performance optimization, customer satisfaction, and loyalty, as well as risk and compliance management. Powered by HP Autonomy s Intelligent Data Operating Layer (IDOL), HP Autonomy s CEM offering is the most complete multichannel interaction platform for the engagement and service of customers. The solution delivers a range of capabilities including the following: Web content management (WCM) addresses the challenges of an increasingly dynamic and digital world with the only WCM solution that understands the meaning of human-friendly information. HP Autonomy s WCM solution leverages Autonomy IDOL to automatically understand all types of information, including rich media and video, and helps marketers drive targeted action based on insight to specific customers and markets. Marketers use it to administer all online marketing initiatives and optimize the web experience and increase online conversions. 6

7 Multivariable testing provides a dramatic and measurable boost to bottom-line performance by significantly improving conversion rates, including online sales, click-through rates, registrations, leads, downloads, page views, or other measures of online success. Multivariate testing dramatically reduces the time involved in building different test versions by providing multivariate testing from within its own user interface, accelerating the development process from weeks to days and the overall process from months to weeks. Mobile channel management enables marketers to deliver unique, personalized mobile experiences that minimize customer churn and increase revenue. HP Autonomy s Mobile Channel Management provides intelligent mobile functionality to help marketers create an engaging mobile experience, and deliver customized mobile content including rich media, as easily as traditional web content, without relying on IT. Social content management provides the foundation from which to build and manage interactive dialogs between organizations, communities, and individuals helping organizations listen, engage, and respond to all social interactions. It provides out-of-the-box social media functionality to build collaborative experiences, allows integration of existing social and collaborative tools, and analyzes and manages video blogging as well as other video-based posts. Rich media management indexes, analyzes, categorizes, manages, retrieves, processes, and distributes all types of rich media assets within an organization allowing companies to deliver a more engaging and consistent customer experience. It reduces costs by automating the production and distribution of branded and organizationally-approved media content by optimizing the change management, retention, and disposition rights of all valued content including promotions, signage, video and audio. Advanced search marketing utilizes advanced, pattern-based technology to provide the strongest end-to-end search experience. Autonomy goes beyond typical search methods by recognizing search as a primary tool that informs people s learning and decision-making process. Such factors as previous search history, item currently viewed, context, and previous purchases made by the visitor are incorporated to offer the most relevant results, based on conceptual analysis of the query terms. Advanced Search Marketing optimizes all forms of search to meet both intent and the organization s marketing objectives. Recommendations from Autonomy use conceptual filtering across sessions, devices and history in order to tailor the customer experience through directed navigation, product recommendations, offers, search results and promotions. ecommerce delivers a wide range of meaning-based offerings for delivering interactive and personalized online experiences while at the same time simplifying, automating, and optimizing ecommerce processes. Autonomy ensures the dynamic delivery of highly personalized experiences that drive action across each stage of the buyer s decision process while integrating into back-office systems. Multichannel management and delivery enables marketers to deliver consistent and unified content through all channels, including emerging channels like augmented reality, based on user preferences. It leverages the data gleaned through an extensive library of touch points to fully understand the customer and deliver the right content at the right time to the right customer. Contact center management enables contact center supervisors to understand, measure, improve, and track performance, as well as manage all contact center data through a centralized system. Call logging and intelligent archiving provide support for compliance and quality monitoring. Users monitor a wide range of metrics such as customer satisfaction levels, first call resolution, handle times, and effective scheduling, all from a single interface. Performance assessments and effective training can be automatically deployed directly to agents desktops. Real-time agent assistance provides product recommendations, troubleshooting suggestions, and more to the agent to support first contact resolution, up-sell/cross-sell, and increased customer satisfaction. 7

8 Multichannel engagement is an intelligent solution that centralizes customer engagement across multiple channels enabling customer service professionals to juggle twitter, Facebook, chat, and phone interactions seamlessly. It also enables comprehensive review and evaluation of all interactions to drive enterprise contact center, web and back-office performance. The solution streamlines the agent and employee evaluation and training process, increases the consistency and effectiveness of multichannel marketing promotions, and enables real-time response and engagement with customers across all channels, including web, mobile and social media. Customer feedback management captures customer feedback across every channel of communication, in real time or after the interaction, and supports voice, DTMF, and web-based surveys. It makes customer questionnaires easy to configure, adjust, and manage, automates notification of poor customer experiences based on pre-defined trigger events, and provides advanced analysis capabilities through established reports or via open ODBC exporting options. About HP Autonomy HP Autonomy is a global leader in software that processes human information, or unstructured data, including social media, , video, audio, text and web pages, etc. Autonomy s powerful management and analytic tools for structured information together with its ability to extract meaning in real time from all forms of information, regardless of format, is a powerful tool for companies seeking to get the most out of their data. Autonomy s product portfolio helps power companies through enterprise search analytics, business process management and OEM operations. Autonomy also offers information governance solutions in areas such as ediscovery, content management and compliance, as well as marketing solutions that help companies grow revenue, such as web content management, online marketing optimization and rich media management. Please visit autonomy.com to find out more. Collaboration and knowledge management enables enterprises to collect, enrich, leverage, and share knowledge by facilitating collaboration on projects providing an environment for document development, security, retention, discovery, and reuse. The system improves customer service with improved agent access to key knowledge. Get connected hp.com/go/getconnected Get the insider view on tech trends, alerts, and HP solutions for better business outcomes autonomy.com Copyright 2013 HP Autonomy. All rights reserved. Other trademarks are registered trademarks and the properties of their respective owners _RL_WP_HP_Engage_your_Customer