Following up to our previous post around defining Customer Experience Management (CXM), I wanted to take time to discuss a key driver of CXM: digital intelligence.
What exactly is digital intelligence, though? According to Forrester Research, digital intelligence is, “the capture, management and analysis of data to provide a holistic view of the digital customer experience that drives the measurement, optimization and execution of marketing tactics and business strategies.”
Digital intelligence takes personalized customer communications to the next level by leveraging behavior-driven data to provide more relevant content and a consistent experience across channels. An example of solution that does this would be the integration between HP Exstream and Autonomy Customer Experience Management (CEM).
So how does a company use digital intelligence to better the customer experience? I’m going to break it down by a giving a couple of examples of how enterprises can use digital intelligence to maintain and gain customers in the utility and financial services industries.
Utility Industry: As smart meters become more abundant and savvy, they provide utility companies with insights that are of interest to consumers, most notably energy usage. One way that utility providers can utilize this information for a better customer experience is to compare usage profiles and determine whether a customer could be a prime candidate for a peak-time rebate or a time-of-use program.
If someone is only missing the usage window by an hour, a utility company could send a specifically tailored message via multiple channels (Web, SMS, app, email, etc.) to alert them of the opportunity—and in doing so, drive greater utilization of a digital portal, mobile app or social platform. Not only does using digital intelligence establish invaluable proactive customer service, it also alleviates call center volume, and changes the communication dynamic between utility providers and customers by not confining communication to one paper bill each month.
Financial Services Industry: Banking customers seem to be most interested in two pieces of information on a bill statement: how much money is in their bank account and how much is going out of that account toward debt they owe on specific items (house, car, etc.). One way that banks can use digital intelligence to improve the customer experience is to deliver these elements through a personalized video, or Smart Video. Delivering digital intelligence analytics to banking customers through a compelling, personalized, real-time video experience will give customers what they need to know in the most engaging, entertaining and informative way possible.
Look for future posts where I’ll talk about how the healthcare and insurance industries can use digital intelligence to improve the customer experience.