Download Delivering an Engaging Experience through a Digital Platform

Delivering an Engaging Experience through a
Digital Platform
A Talisma Corporation white paper
Talisma Corporation
April 2016
© 2016 Talisma Corporation. All rights reserved. Talisma Corporation Corp and Talisma CRM are trademarks or service
marks of Talisma Corporation. These marks may be registered in the U.S. or other countries. All other trademarks and
service marks are the properties of their respective owners.
A Talisma Corporation white paper
Table of Contents
Digital Platform – the way ahead......................................................................................................................... 3
A unified approach to communication and engagement .................................................................................... 3
Bringing brands to life .......................................................................................................................................... 3
Chat and co-browse ............................................................................................................................................. 4
Social media ......................................................................................................................................................... 5
SMS ...................................................................................................................................................................... 5
E-mail ................................................................................................................................................................... 6
Analytics and reports ........................................................................................................................................... 6
CTI (Computer Telephony Integration) ................................................................................................................ 7
The next frontier .................................................................................................................................................. 7
A Talisma Corporation white paper
How do you tie in a digital customer experience strategy with engagement channels? How do you
maximise returns (degree of engagement and revenue) through a digital platform? Talisma explores the
answers.
Digital platform - the way ahead
Today, your business is interacting with and servicing customers on many digital channels. But what
matters is the depth and width of services rendered with consistency and the speed of response. Digital
natives who are either a big chunk of your customer base already or will be soon, expect quick response
with adequate contextual relevance for any interaction initiated on any channel. So your business needs
to approach every channel with the right mix of tools and strategies to ensure that every conversation
contributes to the bottom-line.
A unified approach to digital engagement
The idea behind using a digital platform is that every channel you own
offers engagement consistency and seamless customer service. So,
whether your customers receive an email, look at your social
account(s), or walk into your retail store and share their details, they
will be able to know that they are communicating with your brand.
Barriers such as siloed approach to channels, inadequate employee
training or wrong communication tools can hinder or slow down this
approach.
A digital platform delivers improved service, more chances for reducing
service errors, cross pollination of best practices across channels and
last but not least the ability to offer mature service delivery
consistency. Consistency promotes trust. If your brand is able to deliver
on its promises, customers wrap it in layers of trust. Trust also leads to
a positive reputation. On the other hand, inconsistency leads to distrust
as customers are unable to figure out what to expect from interactions
with your brand.
One of Talisma’s
customers, an
Indian insurance
major achieved a 23
percent reduction in
turnaround time
across channels
while registering a
16 percent growth
in new business
through Talisma
CEM.
The digital platform should be modular in nature to support growth – in channels, interactions and
diversity of conversations.
Bringing brands to life
To be seen as a trustworthy brand, your business needs to invest in designs around digital user
experience, visual appeal and organisational hierarchy. Other key factors (purely from a service
perspective) include:

Commitment – across the organisation

Creating a sense of purpose around the brand

Engaging in clear communication - around offerings and service norms
A Talisma Corporation white paper

Building capacity and creating buffers to ensure service levels don’t dip

Calculated and measured movement forward

Leveraging the strength of each communication channel to deliver interaction value
If service channels are not rendering consistency, your brand will suffer. This white paper delves into
ways and means to strengthen communication channels to prepare them for delivering an omni-channel
experience to your customers.
Connecting the dots: Talisma Digital Platform
Chat and co-browse
As a communication channel, the business value of chat cannot
be understated. Social media and instant messaging have today
gained much traction among customers. So chat is now being
deployed by more businesses to improve customer experience
on a real-time basis. Chat enables customers to stay online,
avoid hold times and multitask while they’re seeking customer
service, all keys to saving time, which is a huge incentive. It
A Talisma Corporation white paper
A global telecom major is
using Talisma CEM Chat to
offer proactive customer
service on its website in a
cost effective and
personalised manner.
helps customers access personalised and real-time service while avoiding multiple steps needed to
access customer service.
To augment chat usage, you can look at incentivising chat usage while deploying analytics to study user
behaviour. A strong chat functionality in any CRM should be able to deliver the following:

Identify customers across sessions

Support chat over mobile platforms

Allow chat over instant messaging apps

Have a virtual assistant solution to manage quality of responses/chat help

Be configurable, have icons to enable smoother conversations, permit multiple conversations

The transcript should be mailed back to the chat participants for reference

Should support transfer of files and capture of participant information

Automated feedback gathering should be supported by the chat window

Offer video chat capabilities

Be backed by strong analytical strengths
Social media
Social media presence is no longer a matter of choice for
businesses. Thus, any CRM that offers social media engagement as
a feature should be able to serve as a
strong interaction platform that offers
A large Indian
responsiveness, containment of negative
sentiment, viral marketing abilities and
bank in the public
analytics to measure engagement. Other
sector space got a
features include:

Real-time feedback management

Social conversation monitoring

Measuring social engagement

Integration with chat or other channels as required

Social campaigns

Social profiling and audience management
30 percent increase
in contact centre
agent productivity
through Talisma
CEM.
SMS
SMS is still a major campaign tool for many businesses. If used in the right
manner, SMS can become a potent weapon in your communication
arsenal. The secret lies in personalisation, expanding scope and in
A Talisma Corporation white paper
deploying SMS as a tool for opt-in communication. Many organisations use SMS as a means of bulk
communication while some use it to send reminders, information on offers and for call to action. SMS
has outlived its utility as a bulk communication tool and now presents itself for innovative experiments
in communication.
SMS can be used for the following uses in a business context:

Emergency communication

As an extension of social media

Customer KYC and profile updates

Infrastructure management (down-time updates)

Voice of customer and service personalisation programmes

Post-cart abandonment action

Fleet management/resource management

Store locator

Weather updates

Customer authentication
E-mail
E-mail is a primary communication medium within and outside
enterprises. Here are a few things businesses can do to further the use of
this medium to drive revenue:

Embedded reports in emails for supervisors

Integration with social media (unified response)

Data encryption and masking as needed

‘Smart Send’ to reduce chances of being marked as spam

Modifiable template with option to insert objects or other information as needed

Standalone reports as required by various user groups
Analytics and reports
A must for all customer experience and service teams and leaders to
map the customer journey. Data points presented on a dashboard
that is easy to use can help improve customer experience and service
delivery consistency across channels. It can also help highlight
shortcomings, service mismatch, improve staff training and promote
better interactions.
A Talisma Corporation white paper
Intelligence for proactive engagement
Powered by business intelligence to deliver customer Intelligence across scenarios with proactive alerts,
answers, prompts etc. This would improve personalization, engagement quality and productivity.
CTI (Computer Telephony Integration)
CTI can be a force multiplier for your revenue if you deploy an
application that meets these requirements:

Priority routing of calls (based on relationship)

Conversation history mapping to each call

Active context management – to add notes as the
conversation progresses

Contact creation and/or profile updating

3-way calling

Call monitoring

Feedback management

One-touch escalation, if required

In-depth reports covering all aspects of engagement
The next frontier
Channels can only be as good as a sound multi-dimensional digital engagement strategy. Depth of
understanding of audiences, trained staff and working with a good customer experience script matter
too. The future belongs to those businesses that tie in all these in a cohesive and customer-oriented
manner. Others will be navigating uncharted waters.
A Talisma Corporation white paper
About Talisma Corporation Pvt. Ltd.
Talisma Corporation Pvt. Ltd., is the leading provider of Customer Experience Solutions for a wide range of
industries. Talisma Digital Platform enables organizations to deliver an exceptional customer experience on a
global scale across engagement channels and interactions. Our solutions improve customer satisfaction by
integrating the power of email, phone, chat, SMS text messaging, portal, social media, instant messaging and Web
self-service with a robust and mature Web services platform, comprehensive analytics, and an intelligent CRM
solution. Talisma serves a variety of industries through its vertical solutions, including financial services, travel and
leisure, government, retail, business process outsourcing (BPO), and manufacturing.
Talisma also delivers a combination of advisory/consulting and services support under one roof to enable
enterprise level customer experience transformation initiatives.
For more information, visit www.talisma.com/cem
3rd Floor, Olympia/Building-01, Bagmane Tech Park, C V Raman Nagar, Byrasandra,
Bangalore - 560 093, India.
Tel: +91 -80-4339 8444, Email: [email protected]
United Kingdom
Third Floor, 5 Lloyds Avenue, London, England, EC3N 3AE, United Kingdom
Tel: +44 (0) 0207 977 1272, Email: [email protected]
A Talisma Corporation white paper