To create the best possible experience for your members, you need to understand what they’re saying about your financial services and products. You also need to understand why some frontline team members get better results than others so you can replicate the best elements of their performance — all without investing valuable supervisor time in every interaction.
This sounds like a long list of nigh-impossible tasks — but with call centre quality management software and advanced contact centre analytics, it’s easier than you might think. In fact, putting these solutions together helps create a complete, comprehensive view of your customer: a customer 360.
What is a customer 360 view?
As the name suggests, a 360 degree view is a compilation of every customer interaction and data point into one cohesive story. By understanding who your audience is, what their pain points are and how they engage with your organisation, you can better personalise their journey, winning their loyalty as customers and brand ambassadors.
A 360 degree view of your customer can be created with innovative cloud-based contact centre solutions. Together, the solutions act as an aggregation of customer data from across your organisation, including:
- App or website usage analytics.
- Common customer pain points.
- Financial management habits.
- Responses to marketing campaigns.
- Customer insights such as call resolution time.
- Overall customer engagement.
With this data, you’ll build a customer profile for each individual who engages with your brand. That profile will be your how-to guide for crafting positive, effective interactions every time this person places a call, opens your app or accesses their online account.
You’ll see the results in numerous areas, but perhaps most important is customer feedback. Happy customers will want to tell you about their experience — which, in turn, will further support your 360 degree view. On the other hand, if your approach isn’t working, negative or middling customer feedback will show you what you’re missing or how to improve.
Why a customer 360?
The key to personalised customer experiences and, therefore, positive customer journeys is personalisation. Advanced call centre analytics solutions provide the insights necessary to achieve that personalisation — for example, by strategically offering services your customer will use.
In addition to basic, prebuilt dashboards to fit common customer personas, your organisation can design customised profiles tailored to specific business priorities. This enables you to develop your customer 360 views through individual interactions or post-engagement customer feedback. With that information, you can replicate positive outcomes and avoid missteps or frustrations.
How to obtain a 360 customer view
Here are a few solutions that financial organisations employ to gather customer feedback and touch points into a single, cohesive story:
IVR / Chatbots / Virtual Agents
Automation and self-service options give customers the ability to interact quickly and simply with your organisation. However, they also give you the chance to gather data on these interactions without inhibiting the customer journey.
Chatbots and virtual agents provide fast, personalised customer service without replacing the human element of your contact centre. Instead, the two solutions work together to create a seamless omnichannel experience for your customers.
Through data collection, performance analysis and targeted insights, call centre quality management software gives you the transparency necessary to truly understand customer interactions, building on the insights of your existing customer data platform. By uniting outcomes with the specific steps or interactions leading to them, this software illuminates the ways in which customers experience your organisation.
Voice of the Customer
Voice of the Customer solutions allows you to efficiently gather and analyse one of the most important elements in any business: high-quality customer feedback. This customer information software gives you the opportunity to create engaging surveys, distribute the resulting data to the right areas of your organisation and associate feedback with the most effective next steps.
Benefits of a customer 360 approach
Tracking a customer’s path through your channels, touchpoints and brand experience is more than a marketing solution or an analytics tool. Instead, it’s a way to revolutionise and personalise the customer experience so every user feels uniquely welcomed by your brand.
Here are a few benefits of the solution:
Customers may not always know exactly what they want from your brand, but they usually know what they don’t like. By utilising customer 360 views, you can adapt every touchpoint to their habits, needs, goals, budgets and preferences. They’ll be met with a fast, effective omnichannel environment designed uniquely for them — and customers remember positive experiences.
When employees know who’s on the other side of the phone, chat or video call, they know how to better provide an unmatched customer experience. Real-time and contextual data will empower your agents to resolve customer issues the first time.
Answers can be provided more accurately and quickly, service can be more relevant and employees can perform better with the right information at their fingertips.
Every corner of your organisation can benefit from a 360 view of your members. Here are just a few examples:
- Marketing: You’ll know what interests your customers, what led them to make a purchase or engage with your services, what channels they used and how their journey was structured. Using this information, you can create targeted marketing approaches that interest them specifically.
- Analytics: You’ll find better, more effective ways to put your data to use. You’ll also have new ways to approach, analyse and develop the information provided by your channels and touchpoints.
- Customer engagement: A personalised customer profile makes each member feel like your brand is tailored specifically to them. This encourages customers to engage more completely with your organisation, use your channels more regularly, recall your brand more readily and even become ambassadors amplifying positive reviews or posts on social media.
- Customer retention: When an individual’s needs are met, they feel satisfied and content with their choice to engage your brand.
A 360 degree view of your members can enable your organisation to deliver personalised financial services journeys. Innovative cloud-based contact centres can turn disparate data, customer feedback and touchpoints into a single, cohesive story. This complete view gives you the tools and insights necessary to serve each individual on a personal level, providing a customer experience they won’t soon forget.
Contact us today for help learning who your customers really are.
Or for more information on participation rates, download our eBook How to lift your Customer Feedback participation rates to 30%.