January 2017 marked the tenth birthday of the iPhone. A decade into the smartphone age, organisations wanting to succeed are reshaping their customer contact strategies around the consumer’s expectation of instant engagement with business and public services. Via the device and channel of their choice, at the time and place of their choosing.

These organisations have found themselves managing disparate information systems and communications channels: social media, web chat, SMS and video chat, on top of old-style calls and emails. Consumers take for granted that responses from these newer channels will be at least as swift, and just as accurate, as those from more traditional means. Consistency and accuracy are also taken as given.

For businesses, the changing face of customer engagement is challenging, but offers huge potential for differentiation and personalisation while delivering immediate and lasting efficiency benefits.

How do these new channels make a difference?

One success story circulating recently tells of how Elon Musk, CEO of Tesla Motors, successfully leveraged social media to enhance his business’s customer experience and increase its sales revenues:

A Tesla driver in Silicon Valley – en route to Palo Alto, so the story goes – tweeted to complain about fellow Tesla motorists using the San Carlos ‘Supercharger’ as a parking facility. A few minutes later, Musk replied, acknowledging the issue and promising to do something about it. After a mere six days, the company announced a new, per-minute idle fee to increase availability at Supercharger spots. Problem solved.

This is a great demonstration of how to use social media effectively: to garner information from consumers quickly and directly at low cost; to communicate en masse with customers; and to turn a complaint into an improvement. Of course, not everyone wields the authority of a founder CEO, or is able to push through new company policy in under a week. The Elon Musk story* not only required a switched-on ‘can do’ attitude, but a large amount of luck – with the customer specifically contacting Musk about a relatively straightforward matter when he had time to deal with the tweet.

Fortunately, the Customer Engagement Hub is about much more than giving power to the CEO’s elbow, or even extra capability to the contact centre agent. It extends all the way to fully-automated, robotized interactions at scale, using Artificial Intelligence to deliver natural consumer interactions directly linked to valuable, actionable and reliable information.

The expansion of communications channels, and the inter-weaving of communications and information systems, comes with its perils as well as its opportunities. Multiple channels increase the complexity of the communications estate, and managing a unified and effective information communications ecosystem properly is a challenge.

Get it wrong, and customer service chaos will be swiftly followed by major brand damage. So how do you make it work?

The Customer Engagement Hub

The Customer Engagement Hub harnesses the innate integrating potential offered by cloud-based technologies in order to bring together multiple, disparate information systems and communications channels. A well-deployed Hub:

  1. Enables customers to interact via their preferred channel
  2. Ensures continuity, transparency & contextualised engagement across multiple channels
  3. Provides digitalized human and robotized interaction and resolution
  4. Synchronises marketing, sales & customer service teams & processes
  5. Tracks structured & unstructured demand with sophisticated real-time & historical reporting
  6. Analyses Big Data to deliver customer insights, predict consumer behaviour, and inform proactive & reactive communications.


Find out how Content Guru’s storm® platform can improve your organisation’s communications and customer engagement capabilities. [contact-form-7 id="10143" title="CC Expo 2015_copy"]

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January 31, 2017
Category: News