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How Businesses Can Tap Into Customer Engagement Trends

June 15, 2017 Published by

In this Communications in Context video segment, Head of Voice Products Roland Selmer and Head of Platform Marketing Francisco Kattan offer advice for businesses that want to tap into the leading trends in customer engagement. (To read the full transcript, scroll below the video.)

How to Leverage Key Customer Engagement Trends (Full Transcript)

Glen Kunene, Editor-in-Chief at Nexmo: So what I’d like to close with is let’s say I manage a product that makes contact with our customers or the head of digital experience at Company XYZ. And these trends sound like something I really need to leverage for my own products in reaching out to my own customers. So I’d just like to get from either one of you, whoever wants to start first, what are the considerations from a business aspect that decision-makers on the business side need to think about if they want to harness these trends?

Roland Selmer, Head of Voice Products at Nexmo: I’ll jump in. So I’ll start with what I’ve just said in terms of if I have, for instance, a scaling-type issue, what technologies can exist where I don’t just have to add more agents and, therefore, increase my cost base? I think there are really intelligent things we can do now on the cognitive computing side of things. And I would just say really focus on how I can delight my customers by the examples that we gave earlier, maintaining context between the interactions at the various touch points between my brand and my consumers. I think those kind of problems are really addressable now with the kind of technologies that we’ve been speaking about. And, ultimately, that’s really gonna lead to high customer engagement and higher customer satisfaction.

“I think there are really intelligent things we can do now on the cognitive computing side of things. And I would just say really focus on how I can delight my customers”

So cognitive commerce is a really big topic to look at now. Contextual communication is another, obviously, one we’re mainly focusing on in this call. I think those two areas certainly would be something people should be looking at.

Francisco Kattan, Head of Platform Marketing at Nexmo: I’d like to add a couple of comments to that, Glen. So I would say in terms of advice for especially the large enterprises that feel like they’re under threat by new digital natives, the digital natives have the advantage that they’re starting from scratch. And they don’t have much of anything in terms of legacy. So they have all built their customer engagement platforms all based on API building blocks.

So the advice for the larger enterprises is to start experimenting with API building blocks and start small. So every company already has interaction with a number of channels, primarily voice and probably email. So start with one new channel. And the next channel that you add, maybe it’s a social interface to WeChat or to Facebook Messenger or to LINE. Rather than deploy a packaged application, as you may have done in the past, experiment with building blocks, API building blocks, for that one interaction channel.

“the advice for the larger enterprises is to start experimenting with API building blocks and start small.”

And as you gain more experience, you can then, over time, begin to innovate around the existing layers of channels, whether it be IVR or the customer service desktop as well, so that you can then integrate all the interactions in an omnichannel way so that you can retain context across all the conversations in a way that’s supported with AI bots. But don’t try to solve the entire problem all at once. I would say start small and then expand from there.

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