By harnessing data, which we discussed in the last column, we’re able to use it in smarter ways, providing intelligence across all channels and to our agents. Land’s End is a great example of smart data use – you can bet the agent will remember that you’re calling to order something for your husband’s birthday and ask if he liked the navy jacket you bought him last year. 

The three keys to create a compelling customer experience are history, memory and knowledge.

History

History is found in customer records, CRM data, marketing information such as segmentation data and in customer feedback. It enables us to identify customers and personalize our interactions with them, based on their order history, on transaction history, customer segment preferences and feedback. 

Memory

Memory helps us learn from past experience with a customer and understand customer preferences. We gather memory from all customer interactions – self service, with an agent, at a retail location. For example, does the customer frequently travel between Boston and San Francisco? Does he prefer an aisle seat? Capturing and analyzing multi-channel data is also critical for memory. What did the customer most recently do on the web? Did he try other channels before he called the contact center? 

Knowledge

Knowledge, including what the Association for Voice Interaction Design calls situational awareness provides external information that may affect the contact, such as weather information or stock market data. Knowledge is often critical to providing quick service and in making an emotional connection with a passenger who may miss a connection or an investor who may miss an opportunity. Knowledge also draws from internal knowledge and knowledge bases that are continually updated.

Using history, memory and knowledge as tools mean that you can create and maintain meaningful conversations with customers. This new customer engagement drives satisfaction, and more importantly, customer loyalty.

The conversations you have with customers should evolve, just as your business does. So make sure that you’re measuring success and acting on what you find to take your customer experience to the next level.