April 7, 2017
The customer journey is the route your customer takes as they engage with you and your products or services.
Let’s say you want to sell your widgets to Big Company. Big Company might go through this kind of journey:
- Need Identified: Someone in Big Company decides they need new widgets. A purchasing manager and operations manager are assigned to research which kinds of widgets the company should buy.
- Awareness: In researching widgets, the managers become aware of you and your line of fine widgets, perhaps through a web search, a conference presentation or a news article.
- Engagement: If the research indicates your widgets may be suitable for Big Company, the managers get in touch, often by contacting a sales person.
- Ongoing Relationship: If all goes well, Big Company decides to buy your widgets. Customer support, expansion in the account, and customer satisfaction metrics in your contact center become important parts of this phase of the journey.
Hundreds of tools have been created in recent years to manage these kinds of stages of the customer journey. The most successful companies have focused on optimizing each step, ensuring they can measure and improve success rates.
But in fact, one of the most powerful tools for creating a successful customer journey is already in your company: the mobile phone.
Pretty much every employee carries a mobile phone now. It might be company issued or it might be a personal device. Either way, it has great potential to improve the customer journey, especially at the latter two stages:
- Engagement: Imagine that your Customer Relationship Management (CRM) system was automatically integrated with your sales team’s mobile phones. Virtually no sales call would go unanswered. Every inbound and outbound contact could be logged and captured in the CRM.
- Ongoing Relationship: Suppose your contact center process and quality control can expand to employees on mobile devices, such as employees on call to increase capacity during peak call times or experts who can consult on special customer needs.
These are the benefits available today with the Kinetic Communications Platform from Tango Networks.
For example, our Kinetic Platform integrates with your deployment of Salesforce.com.
This means a call to your customer placed by a sales person on his or her mobile phone in the field will automatically be logged and attached to the customer’s record in Salesforce. Every touch along that stage of the customer journey is captured for a perfect accounting of the forming relationship. And this happens with even less administrative record keeping by your sales team.
Similarly, our new Customer Engagement Mobility solution expands your workforce optimization systems in the contact center to encompass mobile devices. That includes personal devices, such as in a BYOD program.
Now your agents, field support, technicians and others on mobile devices away from the office will be included in your quality assurance and optimization processes. Calls on mobiles will be monitored and recorded with the same central systems used for landline phones.
If you weren’t able to meet up with us at Enterprise Connect in Orlando last month, you still can see a demonstration of our new Customer Engagement Mobility solution. Just contact us to arrange a personal demonstration at your convenience.