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Digital meets physical - re-invigorating online engagement

Erwann Thomassain, Head of Marketing, Asia Pacific, Genesys | Nov. 10, 2014
Customer service needs to keep pace with the online migration of commerce.

Commerce has gone digital. The online shopping experience is easily accessible for customers at any time, from anywhere, via any device. But the virtual experience too often is missing the human link. Customer service needs to keep pace with the online migration of commerce.

No business would let 4000 customers a week pass through its doors with no customer service agents available to help guide them with their purchasing decision.

Yet an insurance company recently reported that it records over 4000 online customer transactions a week with only 20% of these fulfilling a purchase.  The remaining 80% of customer transactions represent a business problem -- and a hidden opportunity.

The ASEAN market is a case study in consumer spending power and the growth opportunity for businesses to get the online customer experience right is greater than ever. Consider:

  • By end of 2014, B2C online sales will hit $525 billion in Asia - half of the world's online sales.1
  • By 2016 the number of internet users in the big 6 SEA countries will hit 205 million.2
  • By 2018, Asia-Pacific is projected to surpass North America and become the number one region worldwide in terms of B2C E-commerce sales.3

Yet, Forrester's 2013 study, CX online, revealed that more than half of customers will abandon online purchases if they can't find a quick answer. Consumers desire more proactive communications from organisations, and organisations need to respond.

Live multi-channel interaction along with detailed profiles and buying behaviours of customers is what can convert the remaining 80% of 'wanderers' during the browsing stage of the buying cycle.

There are two key approaches that should be embedded into a business's digital engagement strategy to ensure the virtual customer experience is optimized:

  • Proactive Multi-channel Engagement Tools
  • Data Management Enrichment Strategy

The first step to achieving a successful engagement strategy is to ensure businesses have real-time proactive touch points integrated within the digital customer experience.  The key to fulfilling customer expectations today centre around providing personalised communications delivered at the right time via the preferred channel. Outbound, SMS, email and web chat are all examples of proactive communication channels that should be integrated into the customer experience.

Having an end-to-end strategic customer engagement approach that uses intelligent routing across all touch points will enable business teams to offer a more efficient, real-time and personalised experience, empowering both employees and customers whilst ultimately driving loyalty and customer satisfaction and increasing sales revenue. This technique will improve the ratio of digital interactions to transactions.

Of course multiple touch points will generate mass amounts of data. Having an intelligent data solution in place to manage and shape, delivers valuable insight to the characteristic and profile of customers. Having this insight enables businesses to deliver a personalised engagement opportunity.


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