The value of marketing and the contact center are becoming more widely known

Verint CMO Celia Fleischaker believes it’s high time marketing and the contact center got to know each other better.

“I think there’s a renaissance in marketing and the customer contact center. They haven’t worked together a lot before, and I don’t think they understood enough of the point of working together,” she said. CMO. “As we move forward and build better end-to-end customer engagement, marketing recognizes the value of contact center solutions, and contact center sees the value that marketing brings to the table around digital channels. It is an alliance full of promise.

Fleischaker sees this first-hand in his role as Chief Marketing Officer at Verint, a technology provider providing solutions for enterprise customer engagement management. She joined the organization two years ago right after the creation of its cybersecurity division to become a pure-play CX solutions provider. Since then, she has worked to build a marketing organization to support Verint’s recalibrated brand positioning and refined technology offering.

The work also involved mapping the entire customer journey, identifying pain points and developing a go-to-market plan to address them.

Celia Fleischaker1 credit
Celia Fleischaker

It should be emphasized that marketing holds the CX mission at Verint. But as Fleischaker describes it, the task is undertaken in partnership with the rest of the organization.

“We have a core group that we call ‘CX enablers’ that engage every part of the organization that touches the customer. This group functions as a virtual organization to drive change,” she explains. “They’re looking at all the CX results across the business, bringing it back to their teams and we’re tracking and pushing. We’re looking at the major sets of metrics across the organization, but we’re also looking at different departmental CX metrics. C That’s what drives the contact center next.

It’s the breaking down of silos between the customer-facing parts of the organization — most specifically marketing and customer service — that Fleischaker wants to see happen across its entire customer base. And that’s something Verint wants to make a priority.

“We’ve been working a lot on our solutions and how we work not just with the contact center, but beyond it,” she says. “We’re seeing the walls of the contact center dissolving, and these customer engagement solutions designed primarily for service blending into what marketing has typically done. At Verint, we have solutions not only for the contact center, but also for what’s happening in digital and digital channels and bringing them together. »

Better connection

For Fleischaker, a key first step to better connect marketing and the contact center is to get them talking.

“Both groups have so much information for each other,” she says. “For example… speech analytics, something that was typically used in the contact center, is now being used to understand what’s going on with the digital side. People will call when the digital self-service side has failed, and you can point that out.

“So there’s so much value in connecting these groups, which have operated in silos historically.”

Other aspects of what’s happening on the customer service side where marketing hasn’t been involved could bring significant value to customers if the two come together, Fleischaker continues. She points to the growing number of digital channels that have sprung up during the pandemic, reshaping how people want to engage.

“As marketers, we understand digital interaction and have owned it for a while. This is an opportunity for marketers to sit at the table they haven’t had before and work with the contact center and other parts of the business to drive value in ways they hadn’t been seen to be able to do before,” she said.

“The switch to digital was a necessity [during the pandemic] and you had to. People had to adapt to it very quickly, and digital is sustainable. But where we see weakness now is around those who added these new digital channels and ended up with another silo. This can become a cause of frustration for customers. It is therefore important to go back and seek to take a longer-term view of digital, integrating it into a wider set of integrated solutions.

One of the fastest growing digital channels is messaging. Verint recognized this and acquired conversational messaging reader Conversocial last year. Following this, the vendor is focusing on in-channel automation around chat, email and messaging in an effort to help organizations better see how a customer moves from one channel to another. , then to maintain the knowledge base and the flow of information. with them.

“What happens so many times is I log in on chat or messaging and then I’ll call and they [systems] just don’t talk. That’s what we’re focusing on now: connecting those dots and breaking down the silos to ensure better channel utilization as well as a better experience for employees and customers,” says Fleischaker.

“We are improving – the technology is there to provide that connectivity. It’s an investment, but with a fairly quick return on investment. We see people bringing these silos together and making this effort. »

Along with that is the ongoing question of how to balance automation and human interaction.

“We have a customer, an airline in America, that uses our messaging solutions. They went hard core, removed all human interaction agents, and went completely digital and messaging. It worked very well for them. But I don’t think most organizations are able to do that,” says Fleischaker. “Supporting preference and meeting the consumer where they want to be met is the key. It’s harder to predict and schedule, but it’s the right thing to do.

Action data and overview

Data action is another key pillar to support more personalized and relevant end-to-end engagement against this confluence of channels. In response to this desire to know more, Verint’s solution brings together data collected from its customer base and cloud-managed interactions into an engagement data hub to power and build artificial intelligence (AI) models. ).

“We see our clients using this to better understand their customers,” says Fleischaker. A good example is an insurer in the Netherlands that uses this data in real time. Their agents are on the phone talking to someone, and data is pulled to guide them while they’re on that call, showing what’s going on with that customer. This can be background information serving as background knowledge, their profile, but also listening to help them understand by someone’s tone of voice to inform next steps. They have seen extremely positive results using this.

Fleischaker also points to speech analytics as an increasingly sophisticated technology capability for marketing teams.

“It’s the only app you haven’t seen a lot of marketers on yet. But the application in marketing is quite amazing – you can understand interactions through speech and text analytics that are happening across all channels, categorize them and get an idea of ​​opportunities, what’s not working here,” she adds. “For marketers, it’s a goldmine.”

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