Magazine article CRM Magazine

How to Turn Disjointed Interactions into Satisfying Customer Journeys

Magazine article CRM Magazine

How to Turn Disjointed Interactions into Satisfying Customer Journeys

Article excerpt

Cross-channel communication is one of the most challenging aspects of customer service. Customers view their journey as one conversation, regardless of the channels they use, but siloed enterprise data forces them to repeat information as they move from channel to channel, leading to frustration and lost opportunities.


Channels are based on different technologies and often evolve over a period of time, trapping data in silos. This siloed data is difficult to exchange or transfer, and it may be contextually irrelevant or incomplete. To make matters worse, it is difficult to find channel-independent mechanisms that provide insights into customer behavior.

Human conversations are context-sensitive and contain inputs, outputs, past references, and comparisons. Consumers want enterprises and their non-human channels to understand and react to these conscious and subconscious inputs and references in the same way as in human conversations. Contextual interactions can provide that understanding.


Contextual interactions capture interaction intent in a flexible data model that can be easily integrated with any IVR, desktop or other communication channel, such as chat, social media and mobile applications. This provides cross channel orchestration and continuity to customer conversations and also increases an enterprise's ability provide personalization and improve the omnichannel customer experience.

An enterprise can define and deploy business rules that determine how to handle customer interactions based on the context of that interaction. It also lets business owners determine what processes and rules apply to a given channel, while at the same time maintaining the cohesiveness and context of the conversation. Business owners are free to modify, add, and delete rules based on customer experience strategy changes, etc.


A utility company wants to take an omnichannel approach to alleviating its customers' "bill shock". The utility offers its customers the option to review and pay their bills through their website or smartphone application. A large percentage of the company's calls are from customers seeking clarity on rates, pro ration, overages, and surcharges. …

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