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Terms Every Digital CX Professional Must Know in 2016: Part 1 – Customer Engagement

Posted by Lauren Kindzierski

Believe it or not, the first quarter of 2016 is almost over. As we seek to improve our customer strategy, it’s a good time to check our comprehension of this year’s hottest emerging digital trends and the newest jargon. This blog will be the first of a two-part series, covering terms that characterize today’s disruptive game changers for customer service professionals. Do you know this industry lingo? And more importantly does your planning incorporate this unified engagement innovation?:

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  1. Unified Engagement
    If omnichannel was the technology answer to the multichannel mayhem of adding channels on top of channels (inbound phone and then outbound, IVR, fax, website, email, chat, texting, social media, messaging) with disparate approaches to managing them, than Unified Engagement is the answer to optimizing the customer experience and bringing consistency to the way we engage over all those channels. The heart of modern digital transformation is unification. We must unify our approach to engaging with consumers if we are going to reduce customer effort (be easy to do business with), and extract business value from an amazing customer experience. The tools of unification in the customer experience include analytics, automation, and artificial intelligence— always learning and constantly improving.
  2. Digital Transformation
    Consumers have become “rewired” mentally and emotionally to their smartphones and tablets, which has caused them to abandon traditional customer support channels in favor of digital and self-serve options. For this reason, Digital Transformation has become a hot topic for brands across the globe. Brian Solis of Altimeter defines Digital Transformation as “the realignment of, or new investment in, technology and business models to more effectively engage digital customers at every touchpoint in the customer experience lifecycle.” Businesses are struggling to figure out a way to integrate and connect all of these disparate channels and technology systems in an effort to personalize the customer journey. If Digital Transformation is not a part of your brand’s business plan in 2016, it should be.
  3. Click to Text
    Everyone has heard of “Click to Call”, the feature that quickly changed the mobile experience when having to call customer service after visiting a website from your smartphone. There is now a “Click-to-Text” option which will allow customers to contact customer service via text message. With the click of a button, customers can launch open a new SMS to the customer service phone number. Then, customers can quickly send you a message without having to call— a win-win for both customers and brands.
  4. Channel Pivoting
    Today’s consumers have more choices and options when it comes to communicating with customer service including: phone, email, chat, mobile apps, SMS, IVR, social media, video chat, and online self-serve. When multi-tasking, digital consumers reach out to customer service in search of answers, and many of them will be forced to end conversations and interactions because companies don’t give them the ability to switch channels or devices. The end result will be expensive incremental contacts because their issue wasn’t resolved on the first contact. Instead, brands need to let their consumers start an interaction in one channel, stop or pause, and finish the interaction from a different channel or device. This is called “Channel Pivoting”. Channel Pivoting is a great way to enhance the experience for both the customer and the brand.
  5. First Touch Resolution
    Many organizations have realized the importance of creating a mobile-first mindset as they work to develop apps or optimize their mobile website. With mobile dominating, there has been a new metric that has surfaced called “first touch resolution.” First touch resolution is focused on how many finger taps it takes to resolve an issue, or get an answer using the company’s mobile or mobile website. Some companies have even taken this one step further and are creating "One-Touch Tickets,” which is a metric that counts the number of tickets that were solved with one reply. The equation is the number of one-reply tickets / the total number of solved tickets.

Stay tuned for Part Two of this industry terminology summary—Digital Disruption, which will prepare you for providing the digital CX your customers demand.

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