Do You Have a Unified View of Customer Interactions?

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Customer Satisfaction, Net Promoter Score and Customer Lifetime Value can be valuable metrics, but there is something better. “It is by mapping the customer journey and understanding their experiences at every touchpoint that brands can identify areas for improvement, and optimise their engagement strategies,” says Hassan Hamdan, Chief Technology Officer at Unifonic.

Hamdan advises brands to focus on integration and stability. He suggests AI analytics to help achieve it. Brands must prioritise data management and analytics to ensure they have a complete view of their customer interactions across channels, he says.

Here are the key learnings from our interview with Hamdan:

How to overcome common operational bottlenecks?

Having worked with executives across consumer sectors, I’ve come to understand one of the biggest bottlenecks for brands initiating their omnichannel strategies is the lack of a unified platform to manage multiple channels. 

Brands often have to use different tools for different channels, which makes it difficult to provide a seamless customer experience. To overcome this, brands must invest in an omnichannel platform that can integrate with all their channels and provide a unified view of customer interactions across all touchpoints. Additionally, brands must prioritise data management and analytics to ensure they have a complete view of their customer interactions across channels.

Automating the customer feedback cycle

Chatbots and virtual assistants help automate customer inquiries, allowing human agents to focus on complex issues. Predictive analytics help brands personalise conversations and interactions with customers, empowering them to anticipate their needs and offer relevant products, services and recommendations. AI also automates the customer feedback cycle, thereby empowering brands to make changes that directly improve CX.

Measuring engagements start with customer journey mapping

Brands can measure engagement by tracking metrics such as customer satisfaction, net promoter score, customer retention rates, repeat purchases and lifetime value of the customer. However, it is by mapping the customer journey and understanding their experiences at every touchpoints that brands can identify areas for improvement and optimise their engagement strategies.

Prioritise user-friendly interfaces and strong customer support

To align people and processes to get the most from their tech, brands must focus on training and communication. It’s essential to train employees and communicate the benefits to all stakeholders. It also helps to choose and integrate solutions that offer user-friendly interfaces and strong customer support.

Martechvibe asked Hassan Hamdan, Chief Technology Officer at Unifonic.

What advice would you give brands trying to build an ideal CX tech stack?

Prioritise integration and scalability. Brands should look for solutions that can easily integrate with their existing systems and scale as their needs evolve. Additionally, brands should prioritise solutions that offer omnichannel solutions as they are essential to optimise CX performance. However, do not underestimate the importance of choosing partners and solutions that prioritise data security and compliance.