Armed with this type of cross-channel analytical capability, enterprises should be able to deliver a seamlessly consistent customer experience at any point of contact, improve initial customer contact, more effectively target cross- and up-selling efforts, and reduce customer churn. As a result, the overall customer experience is likely to improve, which will in turn produce higher levels of customer satisfaction and, most importantly, higher levels of customer profitability.
Specific capabilities of the new multichannel Interaction Analytics business solution set include automatically correlating a customer e-mail requesting a product upgrade with product feedback communicated via social media, and then ensuring that when the same customer calls the contact center an agent they talk to automatically knows about those recent activities. This type of cross-channel analytics, which connects different types of customer interactions (a request for a product vs. feedback), as well as different channels (e-mail vs. social media), can provide significant competitive advantage in an age where potential points of customer contact are so varied and widespread.
Centrally managing, tracking and analyzing the flow of data to and from outside sources is just as important to distributed enterprises as centrally managing, tracking and analyzing the flow of data to and from inside sources. The typical customer does not know or care about the difficulty of connecting different channels of interaction behind the scenes. They only know that when they deal with a company, they expect every interaction to provide a consistent and satisfying experience.