New Solution Enables Real-Time Journey Mapping

NICE Systems has announced a new solution that will map the customer journey in real time.

The solution will allow organisations to use Voice of the Customer (VoC) feedback, in combination with predictive analytics, to shape the customer journey.

By understanding customer attitudes at various points of engagement across channels and touchpoints, companies can intercept the journey when necessary and continually adapt it to reduce customer effort, improve retention, and enhance the entire customer experience.

Consider, for example, a high value customer that was erroneously charged by her credit card company. While trying to dispute the charge, the customer struggles to find the right form needed to complete the process and becomes increasingly frustrated. Based on similar journeys that led to dissatisfaction among other customers, the predictive analytics engine can quickly identify the current issue and alert an agent to help guide the customer.

NICE Journey VoC combines two technologies – voice of the customer and journey mapping – to create a solution that helps organisations reach all customers at risk (even those who aren’t very vocal) to reduce potential churn or defection.

By personalising customer engagement, companies can improve sales opportunities and deliver proactive customer service to improve next call prevention, reduce customer effort, and improve the customer experience.

The solution also allows organisations to solicit customer feedback after the key stages in a customer’s journey. Using key indicators such as CSAT, NPS, and customer effort, companies can evaluate how the customer experience stacks up against what they consider an “ideal” journey. They can also identify high effort/low satisfaction experiences in real time and proactively engage with the customer to create immediate improvements. All of these insights can be used to drive action at the individual level or aggregated to drive strategic-level action across the business.

“By linking the entire customer journey with a robust voice-of-the-customer programme, organisations can identify systemic weaknesses that must be addressed in order to refine the customer experience continuously,” said Jeremy Cox, Principal Analyst at Ovum Research. “This is achieved by gathering and analysing data in a way that provides a more comprehensive view of the customer profile and experience.”

“Linking VoC data to behavioural customer journeys allows companies to tap into hidden insights, improve predictive capabilities, better prioritise their customer experience initiatives, and drive action in a much more effective and efficient manner,” said Miki Migdal, President of the NICE Enterprise Product Group. “In doing so, we believe they can significantly boost their return on investment compared to a VoC-only approach and lay the foundation for continuous customer experience improvements.”

For more information about NICE Systems, visit their website.