Skip to content
Tiatra, LLCTiatra, LLC
Tiatra, LLC
Information Technology Solutions for Washington, DC Government Agencies
  • Home
  • About Us
  • Services
    • IT Engineering and Support
    • Software Development
    • Information Assurance and Testing
    • Project and Program Management
  • Clients & Partners
  • Careers
  • News
  • Contact
 
  • Home
  • About Us
  • Services
    • IT Engineering and Support
    • Software Development
    • Information Assurance and Testing
    • Project and Program Management
  • Clients & Partners
  • Careers
  • News
  • Contact

What is Insight-based Customer Experience and How Do You Compete on It?

Winning customer experiences must be created around the customer’s desired outcomes first versus those of the organization they’re doing business with – in other words, insight-based customer experience. Insight-based customer experience is all about taking actionable information you have on a customer and refining your infrastructure around what they want and what’s most valuable to them. 

It’s a simple concept in theory, but it requires companies to reset their culture and restructure their operations to focus on a truly customer-centric approach. Doing so creates the ultimate win-win; it keeps customers happy and likely to repeat business while improving key performance indicators (KPIs) like customer effort, first- contact resolution (FCR), and time to resolution (TTR). Here’s how organizations can start competing on insight-based customer experience.

You must focus on what the customer wants, not what you think they’ll want – or worse, only what benefits you

We see this a lot in the contact center, which many organizations still consider a cost center versus a value center. Think about your last experience calling a company’s customer service number when you had a time sensitive request. While you called to speak with an expert, chances are you immediately encountered some sort of interactive voice response (IVR) system that asked you to press a number on your dial pad or to speak your request. Is this what you wanted? Considering most voice interactions today are reserved for more complicated requests – ones that most IVR solutions are not yet sophisticated enough to process – probably not. 

If you were handling a more basic task like bill pay or a password reset perhaps automated assistants make sense, but when your issue is time sensitive, important, and/or complicated you want to speak to an expert. Instead, you go ‘round and ‘round with the IVR until you finally get so frustrated you start yelling “receptionist!” or repeatedly press zero. If you’re not allowed to skip the IVR, the experience gets worse. 

From the organization’s perspective, they have implemented a cool, new, modern virtual agent solution that checks all the technology buzzwords like Natural Language Processing (NPL), Artificial Intelligence (AI), and Machine Learning (ML)– why aren’t customers excited about it, let alone using it? The incentive to invest wasn’t based on what businesses think the customer wants, but rather because the business wants the customer to use it to achieve their desired business outcomes (i.e., lower costs through minimized human interaction). Remember, you only get one chance at a first impression. From the customer’s perspective, the adage of “fool me once, shame on you, fool me twice, shame on me” comes into play when you try to get them to use this all-new virtual agent. 

At some point in the past, you’ve probably told your customers to “please listen to this menu as the prompts have changed”, your customer listened to the prompts, and nothing changed. Now when they hear this new virtual agent ask why they’re calling, they likely feel like this is a “gotcha” moment. They fear jumping through hoops without any guarantee of a resolution…because remember, they called to speak to an expert, not conduct transactional business. 

In the end, this will hurt customer effort and still require companies to use human resources to assist – now with the customer being frustrated or upset. 

You must apply social engineering, not technical engineering 

As opposed to technical engineering – this goes here, that goes there – social engineering focuses on what’s most likely to get usage of a platform to grow. This requires companies to analyze data that’s harvested in a customer’s service journey with the purpose of gaining actionable insights that can be used to evolve and optimize infrastructure, which is not the norm in today’s customer engagement world: data harvested and analytics used to measure performance is focused on lowering costs and keeping customers away from live agents, the most expensive, and important, element of any customer engagement. Running with our virtual agent example, an organization could see an uptake in its contact center virtual agent if it puts the customer first by learning what’s most valuable to them. 

Imagine instead of forcing customers to go down the automation rabbit hole if the VA solution greeted the customer by saying “Hi, I’m the virtual assist from XYZ company. Your place in the queue is secured and you have XX people ahead of you. Is there anything I can help you with while you’re waiting in line?” At this point you’ve acknowledged the customer’s purpose for calling, being placed in queue, and they’re likely more willing to try it out while they wait since there’s no risk to their goals, only potential rewards. 

To compound the benefit, and increase adoption of automation, if the virtual agent is built to collect helpful information about the customer – for example, automatically verifying them and gaining context around their request or issue – that can be passed to the agent so when the customer is connected the two can get right down to business. With this methodology we see automation being structured in a way to assist with the customer’s objective, not to divert to things that only matter to the company. The customer gets answers faster, and the company gets what it wants too: lower costs, faster first call resolution, and increased Net Promoter Scores. If you apply social engineering to your investments, solution usage will go through the roof – guaranteed. 

You need to get over the trust-fall barrier

If you’re going to tout investments that will blow your customers’ minds, how confident are you in customer adoption? If you invest in automation and, for example, put a dedicated phone number for the solution so customers can call it directly with strong marketing (“Call our speech agent at this number 24×7; you’re going to love it!”) would it get used? If you’re not confident that the answer to that question is yes, I’d suggest the strategy may be flawed.

Great technologies don’t’ need “gotcha” tactics. Transparency and trust are key for succeeding with insight-based customer experience. 

Ask yourself: are your infrastructure and metrics designed around your business, or your customers? If you’re putting solutions in front of your customers as a speed bump, they’re going to drive right over it. 

Learn more with Avaya. We’re currently offering free two-hour Customer Experience Assessment Workshops where you will walk away with a plan to deliver better engagement solutions centered on insight-based customer experience. Click here to learn more and register. 


Read More from This Article: What is Insight-based Customer Experience and How Do You Compete on It?
Source: News

Category: NewsFebruary 22, 2022
Tags: art

Post navigation

PreviousPrevious post:Priceline takes flight with real-time analytics in the cloudNextNext post:Supply chain analytics: 3 success stories

Related posts

Barb Wixom and MIT CISR on managing data like a product
May 30, 2025
Avery Dennison takes culture-first approach to AI transformation
May 30, 2025
The agentic AI assist Stanford University cancer care staff needed
May 30, 2025
Los desafíos de la era de la ‘IA en todas partes’, a fondo en Data & AI Summit 2025
May 30, 2025
“AI 비서가 팀 단위로 지원하는 효과”···퍼플렉시티, AI 프로젝트 10분 완성 도구 ‘랩스’ 출시
May 30, 2025
“ROI는 어디에?” AI 도입을 재고하게 만드는 실패 사례
May 30, 2025
Recent Posts
  • Barb Wixom and MIT CISR on managing data like a product
  • Avery Dennison takes culture-first approach to AI transformation
  • The agentic AI assist Stanford University cancer care staff needed
  • Los desafíos de la era de la ‘IA en todas partes’, a fondo en Data & AI Summit 2025
  • “AI 비서가 팀 단위로 지원하는 효과”···퍼플렉시티, AI 프로젝트 10분 완성 도구 ‘랩스’ 출시
Recent Comments
    Archives
    • May 2025
    • April 2025
    • March 2025
    • February 2025
    • January 2025
    • December 2024
    • November 2024
    • October 2024
    • September 2024
    • August 2024
    • July 2024
    • June 2024
    • May 2024
    • April 2024
    • March 2024
    • February 2024
    • January 2024
    • December 2023
    • November 2023
    • October 2023
    • September 2023
    • August 2023
    • July 2023
    • June 2023
    • May 2023
    • April 2023
    • March 2023
    • February 2023
    • January 2023
    • December 2022
    • November 2022
    • October 2022
    • September 2022
    • August 2022
    • July 2022
    • June 2022
    • May 2022
    • April 2022
    • March 2022
    • February 2022
    • January 2022
    • December 2021
    • November 2021
    • October 2021
    • September 2021
    • August 2021
    • July 2021
    • June 2021
    • May 2021
    • April 2021
    • March 2021
    • February 2021
    • January 2021
    • December 2020
    • November 2020
    • October 2020
    • September 2020
    • August 2020
    • July 2020
    • June 2020
    • May 2020
    • April 2020
    • January 2020
    • December 2019
    • November 2019
    • October 2019
    • September 2019
    • August 2019
    • July 2019
    • June 2019
    • May 2019
    • April 2019
    • March 2019
    • February 2019
    • January 2019
    • December 2018
    • November 2018
    • October 2018
    • September 2018
    • August 2018
    • July 2018
    • June 2018
    • May 2018
    • April 2018
    • March 2018
    • February 2018
    • January 2018
    • December 2017
    • November 2017
    • October 2017
    • September 2017
    • August 2017
    • July 2017
    • June 2017
    • May 2017
    • April 2017
    • March 2017
    • February 2017
    • January 2017
    Categories
    • News
    Meta
    • Log in
    • Entries feed
    • Comments feed
    • WordPress.org
    Tiatra LLC.

    Tiatra, LLC, based in the Washington, DC metropolitan area, proudly serves federal government agencies, organizations that work with the government and other commercial businesses and organizations. Tiatra specializes in a broad range of information technology (IT) development and management services incorporating solid engineering, attention to client needs, and meeting or exceeding any security parameters required. Our small yet innovative company is structured with a full complement of the necessary technical experts, working with hands-on management, to provide a high level of service and competitive pricing for your systems and engineering requirements.

    Find us on:

    FacebookTwitterLinkedin

    Submitclear

    Tiatra, LLC
    Copyright 2016. All rights reserved.