Why The Future Of CX Means We’ll Be Talking More

future of CX

Customers will always want to speak to someone during their journey to purchase, especially when a decision is close to being made. Why? Phone calls are immediate, they remove the worry of waiting for an easily ignored-email reply. Speaking to a human representative can make explaining a complex situation much easier. A Google study found that 61% of mobile users call a business when they’re in the purchase phase of the buying cycle.

The type of purchase is usually a good indicator of why this person is calling, if a considerable amount of money was spent on a car or home, customers can be assured more easily with a voice. Filling out forms simply isn’t a popular form of communication anymore, to combat this, there is now an option to automate the process by adding auto fill extensions to their system. 

Automating form filling may have eased customer frustration but it hasn’t deterred the need to talk. Click to call has influenced nearly one trillion dollars in consumer spending according to BIA/Kelsey. 

Click-to-call is another automation designed to combine both a customer’s need for quick action and personalisation. Almost all websites on the internet offer a clickable option to call. According to a report by Google, after Esurance, an American Insurance brand, began placing click-to-call ads in their search results they saw a 200 per cent increase in traffic on their mobile site. 

The future of B2C is looking more like a speedy and predictive space for talkers. Instead of wasting human agents’ time on arbitrary questions like store opening times and parking, machine learning technology and FAQ-type voice bots will handle the simpler questions while prioritising more complex queries to their human counterparts. 

With this in mind, speech recognition tech is set to become a common addition to everyday life. Most heavyweights in the industry predict a time when customer service will be sophisticated enough for “Star Trek style full conversations where the computer interacts with the user and can control technology,” says Peter T. Boyd, President & Founder of SEO firm PaperStreet

Either way, conversations will still be happening, and creating a streamlined path to boost the brand conversation economy is down to keeping up with the digital Joneses

Via: The Future of Everything, BIA/Kelsey, Google. 

A Few Effective Ways To Use Closed-Loop Data

closed loop data

Closing the loop in business means the sharing of lead insights between sales and marketing. It promotes collaboration between the two parties via CRM systems and automated reporting. Gathering closed-loop insights that are useful is the first step in the process and that can be tricky, especially when numerous leads are arriving from multiple sources.

Without closed-loop data and reporting, budget decisions could be made based on inaccuracies and that’s a waste of resources.

Forbes contributor Kimberley A. Whitler discovered that companies in China – which relies on mobile technology more than the West – have nudged closed-loop marketing up a level by mastering consumer insights beyond the standard criteria. They have done this by focusing on first-party data which, “enables companies to understand actual behavio[u]r.”

The best ways to use this data for the benefit of both ends of the funnel is to take a page from their book and concentrate on ways to produce more customer behavioural data.

Tracking tags are highly useful when you know where to put them, closed-loop data can provide much-needed clarity. If a social media source is providing the most qualified leads then amping up the tracking of consumer activity within that forum is useful. Discover, what content is really working.

Closed-loop data is detailed enough that it also can capture real-time shifts in behaviour, including changes in pain points. Customer pain and need are often synonymous, pinpoint their frustrations by paying attention to what they’re asking, clicking, reading and downloading the most.

Additionally, the data can reveal insights that may fight against existing personas and open up an entirely new revenue stream.

We all know that a thorough use of buyer personas is essential to audience targeting. Data with both sales and marketing input can create personas that include the most current challenges they face.

Closing the loop is a process every commercial and marketing team should be utilising, it’s about using the data the right way and fuelling existing systems with the best there is.

Via: Forbes

Geofencing For Car Dealerships: A Look At This Trend

geofencing for dealerships

Foot traffic in dealerships has decreased now that online is the more popular choice for research but when walk-ins do occur its a prime opportunity for nurturing and advertising. We can track calls and online behaviour, but what about the unexpected moments?

These walk-ins are still a critical part of the sales cycle, they’ve done their web research and are already further down the funnel. “With the internet, customers define their own sales process. One customer may do 90% of the process online and just visit for the final 10%. Another may do it completely the other way around,” says Professor Jim Saker to AM Online. 

Measuring these interactions, however, is more difficult, often customers come in without prior notice and dealerships rely on reception or sales staff to record these occurrences.  So how can dealerships ensure this data is accurate and consistently added to a DMS?

That’s where geofencing comes in, this technology was created to target the GPS of mobile phones (once location sharing is turned on) within a surrounding area of a dealership. Potential customers can be lured into the building, away from competitors and walk-ins recorded and nurtured immediately.

Much like call tracking, by attributing foot traffic data to revenue it’s easier for dealerships to have more complete visibility over the impact of their advertising on every channel, including non-digital.

How does geofencing for dealerships work?

Simply put, geofencing technology uses GPS- or RFID-enabled software, developers can code parameters around a particular location using mapping technology and integrate it into existing lead management systems. Multiple applications and industries have added geofencing to their setup including; social media, smart technology, telematics and security.

What about geofencing and GDPR? 

These new regulations mean businesses don’t have the freedom with customer data that they used to. Now consent must be explicit, though a mobile phone’s location sharing feature is a loophole. Still, retaining this data for future use without permission is considered a breach. Despite this, the geofencing industry is estimated “to grow from USD 542.7 Million in 2017 to USD 1,825.3 Million by 2022, at a Compound Annual Growth Rate (CAGR) of 27.5%,” according to SB Wire. 

Stay ahead of the competition

The average car shopper only visits two dealerships, so the competition is intense. Creating a turning point for customers is no easy task, especially when they’ve done their research. Geofencing can alert potential car buyers within a dealership’s lot of offers specific to that location. Dealerships can also create geofences around competitors or nearby car servicing centres to snap up future customers with more enticing deals.

Via: Google Think, SB Wire, AM Online.