Consider each micro-moment in the customer experience. Each is highly perishable: you have a chance in that instance to change the customer’s perception, affect mood, and set the general tone of the experience from that moment forward. If you don’t act in that moment, the opportunity expires and is lost forever.
Consumers are often very emotionally charged in these micromoments: a frustrated telco subscriber, a starry-eyed but price-sensitive bridal shopper, or an individual who just had a life-threatening car accident. Often times consumers will make decisions about products or services in this temporary—highly perishable—emotionally charged state. Organizations must know, in that split-second moment, exactly what to do to create a positive customer experience. Get it right, and you can delight your customer and further bond them to you; get it wrong, and you could lose that customer forever. It is the moment of truth.
Enter the importance of analytics, which are emotionally agnostic, unbiased, and expose often pivotal insights about individuals or likely outcomes. They improve the decision making process by allowing the decision maker to shift from anecdotal decision making and instead use data to evaluate the past, current, and likely future circumstances and make an objective decision.
But analytics are only valuable if put into action, and in the case of these perishable micromoments, at exactly the right time. Deploying analytics to the customer touchpoint as the interaction is happening—in real-time—is the key to claiming the moment.
IBM Predictive Customer Intelligence delivers individual predictive recommendations to any customer touchpoint, in real time. The predictive engine behind the scenes starts by analyzing many different types of structured and unstructured information about an individual. Those models are then combined with information gathered in the moment of contact: the sentiment the conversation with an agent, a text string as they browse a webstore, or an experience about which they might be furiously Tweeting. This up-to-the-moment data adds rich context to the models and refines them in a split second to produce and deliver the right recommendation not only for that customer, but for that moment.
IBM Predictive Customer Intelligence puts the power of analytics in the hands of those on the front lines with customers—call center agents, customer service providers, retail professionals, bank tellers—anyone directly handling the customer experience. It empowers them by helping them deeply understand each individual customer and providing exactly the right action to take in that critical, perishable moment.
Learn more and see IBM Predictive Customer Intelligence in action here: http://ibmtvdemo.edgesuite.net/software/analytics/spss/predictive-customer-intelligence/
Also check out: The Power Of Customer Context: Beyond Campaigns: Build A Contextual Marketing Engine
Theresa Morelli is a Senior Product Manager within IBM Business Analytics, responsible for IBM Predictive Customer Intelligence.