By Joe Vaccarella and Indy Sarker
Customer and service provider dynamics are evolving and as a result, so must the way in which firms evaluate the customer experience. Companies are beginning to enact long-term remote working practices with the right tools in place, the customer experience can be analyzed, quantified, and improved over time to ensure workflows are always at optimal levels.
After exploring the importance of flexibility in Part 1 of our Communications and Fintech series, Part 2 will examine how to quantify the customer experience, how this can improve best practices, and how engagement analytics can help personalize and ultimately maximize every experience.
Why Numbers Matter
Quantifying customer engagement with clean data in a secure environment with a user-friendly and modern interface was the genesis of the Omnigage Platform. Omnigage’s partnership with ANALEC provides the broker-dealers and investment research service providers with an added layer of security and quality control on their client engagement activities. Numbers always tell a story. Converting interactions with clients into data-points and triggers allows far effective follow-up and greater levels of accuracy in meeting customer needs and aspirations over time. Incorporating these data-driven insights into strategies allows firms to turn intel into action and proactively address customer needs.
Through data and machine learning capabilities, a good multi-channel communications platform can suggest and create customer engagement campaigns that fit workflows and provide significant bespoke content delivery to enrich the client servicing experience. Smart analytics and consumer preferences are a key facet of Omnigage that gradually enhance its intelligence.
Quantifiable data not only creates more opportunities for the customer and service provider, but it helps foster more personalized relationships.
The Ultimate Customer Experience
Deciphering the “ultimate customer experience” can be tricky under certain circumstances, but Omnigage and ANALEC make it simple. ANALEC’s proactive management reporting and ability to tag conversations with relevant insights and inferences paired with Omnigage’s best call times and granular metrics offer a best-in-class service that fully understands the scope of any customer’s needs.
For instance, the Corporate Access process has historically been driven by in-person meetings coordinated by major banks that connect institutional investors with corporate management teams. With these events occurring in a virtual-only environment the past three months, data can illustrate which communication tools are being enacted, how long they are being used, and what facets of these tools may need to be improved so that the overall experience is more personable and efficient.
Our Bigger Picture
Customer engagement dynamics will continue to evolve as companies gravitate towards long-term remote working conditions in a post-COVID environment. Blast messaging, SMS, email, webinars, and other methods of digital communication will become integral parts of the daily workflows.
As workflows and habits evolve, so will the data. The firms that take a hard look at the details these data insights provide are those that will prosper in this increasingly remote and digital ecosystem that will undoubtedly become the new normal.