the obvious challenge: companies are often choked by the problem of
their customer interaction, yet still need to improve, or at least hold
steady, the level of customer satisfaction. The situation is more
aggravated by the explosion in cell phone and Internet use, combined
with the demand by customers for self-service. The resolution, however,
is less obvious. The customer interaction gap seems to be as capacious
as the Hudson River, and the bridge, therefore, to traverse the gap
between the results of their current methods and the demands of the new
marketplace is necessary to be as considerable as the George Washington
or the Tappan Zee.
Inc., a provider of self-service optimization
solutions, has announced the availability of a closed-loop Customer
Behavior Intelligence solution to improve self-service
applications. It will allow businesses and government organizations to
translate complex customer interactions across a bevy of self-service
applications—interactive voice response (IVR)
alert) systems, speech
recognition, Web applications, customer relationship management (CRM),
alert) interactive kiosks and mobile devices—into fact-based decisions that
optimize single-channel and cross-channel business performance.
suite by the Atlanta, GA-based company will allow organizations to
analyze, understand and optimize their customer interactions within
their self-service applications and can dramatically reduce operational
costs, improve customer satisfaction and revenue generation. The suite
provides the ability to “see” what customers are actually doing when
inside self-service systems—not samples of behavior or post-experiences
surveys but the actual behavior in aggregate.
has added two phases in a closed-loop system to link between the
measurement and act phases that often take place randomly and
as guesswork with current customer interaction management (CIM),
alert) frequently subjective and ineffective.
step models the existing IVR or Web system, allowing the measurement
step to become fully automated and based on actual customer behavior.
The second step uses computer analysis tools to help decide which action
to take, eliminating the guesswork. The remaining expedient is to
actually make the changes suggested—the action.
comprehensive decision support platform includes system modeling, flow
and behavior visualization, root cause analysis and reporting and an
advanced recommendations engine. The suite can be applied to a variety
of IVR/speech, Web and cross-channel self-service applications.
features of this suite include: behavior and application visualization;
cross-channel modeling and analysis and automated optimization engine.
mentality behind the ClickFox software’s function is that companies are
challenged with trying to simultaneously maximize cost efficiency and
customer service. The IVR and Web channels are cost-effective, but
companies are confronted with the quandary of trying to understand if
these self-service channels are serving their customers well. The
ability to see how customers are actually interacting within the system,
and to be able to see that behavior, provides valuable information that
can be used to align the customers’ wants with the business goals for
the company, resulting in happier customers and significant cost
savings. This dual response—customer satisfaction and cost savings—is
the counter to which the new suite is responding to the industry’s
technology began as a Web solution but was enhanced to include the
ability to optimize all self-service channels because the mass of
customer interactions was still happening over the phone. There was, and
is, room for improvement for IVR and speech systems. The Mecca of
Customer Behavior Intelligence adoption and implementation is improved
relationships with clients and significant cost savings.
ClickFox, privately owned
with investors, was founded in 2000 by former Georgia Tech faculty and
researchers Tal Cohen and Nissim Harel, and it has 27 employees and over
a dozen Fortune 1000 customers implementing the company’s
David R. Butcher is the assistant editor for
Customer Inter@ction Solutions
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