At a Glance
About Customer Journey Tracking
Softdial Contact Center™ (SCC) keeps a record of all conversations and interactions across all media types between each customer and organisation, including any transcribed recordings of voice calls, tracking the customer journey as relationships are built.
This customer journey tracking can improve service delivery by:
- informing responses and routing decisions
- equipping agents in-session
- feeding analytics and reporting.
As relationships are built between customer and organisation, SCC stores all information in a history database. This database becomes a gold mine which can be leveraged to provide the customer with a first class service and therefore securing brand loyalty.
1) Informing responses and routing decisions
Chatbots, IVR and routing logic for inbound customer contact sessions can use insights provided by customer journey data to customise responses and routing. For example:
- to send a personalised response
- to route to a specific queue, e.g. one dedicated to high value customers, or complaint handling.
- to route to a specific agent with the most appropriate skills or knowledge, or a previous relationship with that particular customer.
Customers are often more comfortable dealing with agents they have interacted with before, so a particularly successful agent can be specified as the preferred route, adding a personal touch, and making a successful outcome more likely. And this relationship benefits the agent too, making work more rewarding.
Once a match has been identified, the routing can be repeated for future sessions. If several of these preferred sessions are queued, they form a personal work queue for the agent.
2) Equipping agents in-session
Customer journey tracking adds context for the agent during a session, via the Agent Desktop in an area giving a view of the entire customer journey so far across all channels – what has been said, when and in what channel, the contents of previous text conversations and even transcribed phone calls.
With this context, the agent can put the customer at ease, the customer no longer has to explain the situation, and the session can be brought to a quick and successful resolution.
3) Feeding analytics and reporting
Customer journey tracking makes data available across all media channels via data feeds to external storage, or a data visualisation and reporting tool, Softdial Reporter™, enabling strategic analysis to identify inconsistencies, trouble spots and underperformance, and map out a course for improvement.
