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Forrester Research, Inc. recently published its April 2020 report, The Forrester New Wave™: Digital-First Customer Service Solutions, Q2 2020. We were excited to participate in the study and are very happy that this report has solidified our transition as a company from a best of breed public social media customer service platform to a digital customer engagement platform.
However, we have taken a different strategic approach to the one presented in the New Wave report. Customer engagement has changed along with the technology that supports it. Private Messaging is changing the game, and if done right it can even displace CRM systems for B2C companies.
From self-service automation to routing and prioritization, our strategy is to focus on providing the best and most cost-effective customer experience. Leveraging the unique nature of messaging combined with data and automation to be preemptive and proactive. Focusing on the customer regardless of the channel and bringing the customer data together throughout the customer journey for a personalized experience.
COVID-19 made this even clearer, it accelerated brands doubling down on the channels that support a customer-centric approach even further, the world we knew before this report was created and the world we live in today are very different.
Customer engagement during COVID-19 made it clear that some of the channels work better than others and it forced companies to choose, those who were ready with messaging saw a real shift in customer preferences, these companies were ready to shut down the phone and Live Chat and redirect traffic to more productive channels especially when automation was involved.
We believe a customer-centric approach, built on a messaging infrastructure infused with AI-based on data enabling proactive preemptive engagement is the future of customer engagement and will continue to pave the way for better customer engagement across the customer journey.
"Omni-channel is not the right way to go - from a channels standpoint - It’s more about choosing and doubling down on the right channel, and we believe that channel is messaging."