Workforce Optimization Featured Article

NICE Combines Communication Platforms for Multi-Channel Interact Analytics, Improve Consistency & Customer Interaction

 
December 09, 2009


By Kelly McGuire,
TMCnet Editor
 

It seems as if NICE Systems, a provider of advanced solutions for companies to capture, store, retrieve and analyze customer interactions for contact centers and enterprises, continues to expand and implement its suite of services in various market venues. 

Last week, the company announced that the largest Colombian bank deployed Actimize, a NICE company, and a provider of financial crime, risk and compliance software platforms for the protection of fraud. 

In another, more aggressive move – and another exhibit of NICE’s success in the telecom industry – the company announced that its Interaction Analytics business solutions of the NICE SmartCenter suite are now powered by multi-channel analytics capabilities.

In a recent interview with TMCnet, Barak Eilam (News - Alert), NICE Interactions Business Applications president, said that, the announcement is example of NICE’s expansion to provide unique business solutions beyond traditional voice.

“It will allow NICE’s customers to take advantage of their existing solutions and platform and expand and grow using additional communications with customers,” Eilam said. “This direction will allow NICE to better support its customers in their efforts to provide a true enterprise-wide view of the customer experience, as well as optimizing the operation on all of its dimensions.”

With today’s savvy customers reaching out to an organization via multiple contact channels, companies must manage customer experience in a holistic way – end-to-end and across multiple touch points. 

This new advancement, according to NICE officials, will allow organizations to identify and analyze customer behavior patterns across a broad variety of available contact channels. From e-mail to instant messaging to other social media outlets and even the telephone, companies will have the ability to deliver a consistent customer experience.

“With NICE multi-channel Interaction Analytics, organizations can now deliver the best possible customer experience, while improving business performance both on the strategic and the operational levels,” Eilam said.

What’s more, Eilam said that customer satisfaction has a significant impact on key performance and financial indicators of all types of organizations. 

“Satisfied customers are highly probable to remain with the organization, buy more products and services, recommend on the brand and products to their networks and cost less to maintain,” Eilam said, adding that the interaction on its dimensions and channel is the true voice of the customer. 

“By adding and analyzing more channels with our Interaction Analytics technology and our customer satisfaction solution organization can now further increase customer satisfaction and gain benefits on both top and bottom line,” he continued.

While many factors may have influenced NICE’s decision to move to this business venture, one can’t help but think the current economic state is one of the causes. However, Eilam said it’s not as much a part of the decision as one would think.

“The trend of adding more communication channels and touch points started before the recent economic turnaround,” he said. “However, organizations need to get closer to their customers through multiple touch point in a cohesive way become even higher on the agenda due to the economic challenges.”

According to Michael Maoz, research vice president and analyst at Gartner (News - Alert), delivering a positive and consistent customer experience is key to building customer loyalty and retaining valuable customers. 

“Yet essentially none of the companies providing customer service over multiple channels are able to ensure such an experience as the customer moves from one touch point to another,” Maoz said. “Multi-channel capabilities help ensure an optimal customer experience and satisfaction.”

And, with many companies in the telecom industry putting their best foot forward in terms of customer service, in attempts to keep – and secure – as many customers as possible in this tough economy – NICE’s new multi-channel announcement will only increase the odds for the already stable company. 

NICE company officials also said that, in addition to delivering consistency, the new capabilities will allow for improvements in first contact resolutions, increased up-sell and cross-sell of products and a great reduction in churn, which will significantly increase not only customer satisfaction, but operational efficiency. 

While telephone still remains the toehold of customer interaction and communication, other channels, such as online chat, instant and text messages, e-mail and social media are also more utilized now than ever before. What’s more, the NICE multi-channel Interaction Analytics offering enables consistent and optimized service levels across these channels and provides an understanding of what the customer is trying to do and the best way to deliver service.
 

Kelly McGuire is a TMCnet Web editor, covering CRM and workforce technologies, and anchor of its daily TMC Newsroom video broadcast. Kelly also writes about eco-friendly "green" technologies and smart grids, compiling TMCnet's weekly e-Newsletters on those topics, as well as the cable industry. To read more of Kelly's articles, please visit her columnist page.

Edited by Kelly McGuire

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