{"id":355074,"date":"2020-12-16T09:01:00","date_gmt":"2020-12-16T17:01:00","guid":{"rendered":"https:\/\/www.genesys.com\/?post_type=blog&#038;p=355074"},"modified":"2024-09-16T07:04:38","modified_gmt":"2024-09-16T14:04:38","slug":"harmonizing-marketing-and-contact-centre-data-with-genesys-and-adobe","status":"publish","type":"blog","link":"https:\/\/www.genesys.com\/en-gb\/blog\/post\/harmonizing-marketing-and-contact-centre-data-with-genesys-and-adobe","title":{"rendered":"Harmonising Marketing and Contact Centre Data with Genesys and Adobe"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_section full_width=&#8221;stretch_row&#8221;][vc_row][vc_column][vc_column_text]In a choir, every singer uses the same hymn sheet. Otherwise, the whole choir sounds out of tune. Similarly, delivering a great customer experience relies on being in tune across the collective effort \u2014 or the entire customer experience is off-key.<\/p>\n<p>In August, <a href=\"https:\/\/www.genesys.com\/adobe\" target=\"_blank\" rel=\"noopener noreferrer\">Genesys and Adobe announced a partnership<\/a> to deepen your understanding of customer relationships. Together, we\u2019re harmonising data to create a single view of customer behavior and communications across marketing and contact centre operations. This technology integration serves our mutual customers with use cases anchored in three areas:<\/p>\n<ol>\n<li>Increase conversion rates<\/li>\n<li>Prevent churn<\/li>\n<li>Improve operational efficiencies<\/li>\n<\/ol>\n<p>These are underpinned by delivering a great customer experience to the right prospects and customers for the business \u2014 using data and artificial intelligence (AI) to identify where to focus your energy and resources.<\/p>\n<p><strong>Addressing an Out-of-Tune Customer Experience <\/strong><\/p>\n<p>As digital engagement drives demand for a more personalised customer experience, it also reveals problems in execution. The alliance between Genesys and Adobe focuses on solving these key execution issues caused by:<\/p>\n<ul>\n<li>Lack of consistent experiences across marketing and contact centre touchpoints<\/li>\n<li>No integration between channels, applications and processes in the customer journey<\/li>\n<li>An inability to consolidate, assess and act on customer data, resulting in incomplete views of the customer journey and poor prioritisation of customer experience issues<\/li>\n<\/ul>\n<p><strong>The Challenges <\/strong><\/p>\n<p>Let\u2019s look at some key issues through the lens of three different personas.<\/p>\n<p><strong>The Customer Persona <\/strong><\/p>\n<p><strong>Email overload<\/strong>: At some point, you\u2019ve probably visited a website to retrieve a phone number for a brand. Unfortunately, that often triggers a retargeting campaign that includes unwanted emails, social media posts and display advertising.<\/p>\n<p><strong>Clueless agents<\/strong>: When you receive an email from a business and you open the email, the offer might sound good. You visit the website for more information, but can\u2019t find any. That\u2019s the first problem. So, you phone the contact centre and the agent has no clue about the special offer mentioned in the email.<\/p>\n<p><strong>No special treatment:<\/strong> When you\u2019re a loyal customer who owns multiple products from a brand, you expect to be treated well when you need assistance. For example, you might have a problem with a product and you try to troubleshoot on the website \u2014 without success. Ideally, you\u2019d be connected with an agent on chat instantly. Or not. This forces you to call the contact centre. Businesses that send you down this path might also leave you on hold for too long. And when you finally speak to an agent, you might have spent what feels like an eternity bringing the agent up to speed with what products you have \u2014 and your issue. This doesn\u2019t feel special at all.<\/p>\n<p><strong>The Marketer Persona <\/strong><\/p>\n<p><strong>Getting feedback:<\/strong> When you build marketing campaigns, the only way to improve upon them is with feedback. But the lack of feedback from the contact centre regarding marketing campaign performance often frustrates teams.<\/p>\n<p><strong>Gaps in the customer funnel touchpoint: <\/strong>The contact centre has multiple touchpoints. Evaluating the role of these touchpoints in the sales journey funnel is key in identifying opportunities for optimisation, as well as issues with the online conversion journey.<\/p>\n<p><strong>The Contact Centre Admin Persona <\/strong><\/p>\n<p><strong>No segmentation feeds:<\/strong> It\u2019s difficult for agents to cross-sell and up-sell without segmentation feeds. If you don\u2019t know when customers have been targeted for campaigns, there\u2019s no way to prepare for deeper engagement. And personalisation is difficult when an agent has no context of the customer value to the business.<\/p>\n<p><strong>Attribution:<\/strong> Unless the contact centre converted a sale directly, it\u2019s omitted from attribution modeling. Contact centres often don\u2019t get credit for conversions fulfilled online \u2014 or at point of sale after initial interactions with the contact centre.<\/p>\n<p><strong>Prioritizing customer experiences<\/strong>: High-value customers who make large purchases, or those who\u2019ve been long-term customers, expect to be rewarded with superior customer service. But if it\u2019s difficult to prioritize their experiences, loyalty can be lost. The same is true for customers with a high propensity to churn. Rectifying a bad customer experience directly impacts revenue.<\/p>\n<p>Gartner Research found that 50% of large organisations will have <a href=\"https:\/\/www.gartner.com\/en\/documents\/3947233\/the-future-of-the-customer-engagement-center\" target=\"_blank\" rel=\"noopener noreferrer\">failed to unify engagement<\/a>, resulting in the continuation of a disjointed and siloed customer experience that lacks context. And context is what resolves central issues for customers, marketers, and admins.<\/p>\n<p><strong>Bridging the Gap Between Marketing and Contact Centre Operations <\/strong><\/p>\n<p>Having a good working relationship between customer operations and marketing is crucial for solving these issues. Customers have more channel options than ever before for communicating with brands, adding touchpoints and thereby, increasing complexity. So, unless there\u2019s a data flow that gives both departments a real-time view into customer behavior and issues, it\u2019s impossible to deliver a coherent and consistent customer experience.<\/p>\n<p>Using the <a href=\"https:\/\/www.genesys.com\/en-gb\/genesys-cloud\" target=\"_blank\" rel=\"noopener noreferrer\">Genesys Cloud<sup>TM<\/sup> platform<\/a>, customer conversations take place across inbound and outbound calls, email, web messaging, social media, SMS, and bots. Historically, these conversations \u2014 and corresponding reports \u2014 have been operationally oriented and haven\u2019t synced with the overall view of the customer.<\/p>\n<p>The breadth of Adobe capabilities for marketing, analytics, advertising, and commerce maximise the efficiency of consolidation on its customer data platform through Adobe Experience Platform. And with Genesys omnichannel integration, it minimises the number of integration points.<\/p>\n<p>Combining the rich customer data across both platforms unifies customer profiles. That enables deeper insights to orchestrate a true personalised experience across the contact centre, digital, and marketing touchpoints.<\/p>\n<p><strong>Data Pipelines United <\/strong><\/p>\n<p>Together, the Genesys Cloud platform and Adobe Experience Cloud deliver bi-directional data flows that can synchronise the customer experience between marketing and contact centre operations.<\/p>\n<p><strong>Unifying context for the agent<\/strong>. The contact centre has the richest form of qualitative and quantitative customer data. Unlike marketing, your customers are a captive audience \u2014 they\u2019ve opted in for a one-to-one conversation with an agent. When this engagement addresses a problem, it\u2019s an opportunity for the agent to become that customer\u2019s hero. It\u2019s also an opportunity for you to nurture and strengthen the customer relationship.<\/p>\n<p>Streaming key information, such as customer lifetime value score, product plans or recommendations to agents\u2019 desktops, allows teams to work smarter. They have key contextual customer information so they can deal with queries efficiently, reducing average handle times, and increasing the first-contact resolution.<\/p>\n<p><strong>Richer insights to refine strategy<\/strong>. Genesys can stream rich conversational and interaction data in real-time into Adobe, attaching it to the Adobe customer profile. You can link journey session data from Genesys Predictive Engagement, including AI outcome scoring predictions and segments, to individual customer profiles. Using Adobe Customer Journey Analytics, all this data can be united to enable detailed cross-channel attribution \u2014 without the need for a data science team.<\/p>\n<p><strong>Segmentation on steroids<\/strong>. Adobe Experience Platform dissects the consolidated customer data and identifies the optimal segments to target \u2014 whether it\u2019s for churn-prevention campaigns or to categorise the high-prospect customers to stream to Genesys Predictive Engagement. Identifying customers on the website in real-time, when they call the contact centre or reach out on social media, lets you prioritise within queues or determine cross-sell and up-sell opportunities.<\/p>\n<p><strong>Finding Harmony<\/strong><\/p>\n<p>The Genesys and Adobe alliance simplifies the complexity of stitching together a fragmented martech stack. With contact centre operations consolidated on one platform \u2014 Genesys Cloud \u2014 and marketing operations on Adobe, you can deliver great customer experiences fast and efficiently.<\/p>\n<p><a href=\"https:\/\/explore.genesys.com\/ai-journey\/p\/1\" target=\"_blank\" rel=\"noopener noreferrer\">Take the tour of an AI-powered contact centre<\/a> for more personal, connected experiences.[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_section full_width=&#8221;stretch_row&#8221;][vc_row][vc_column][vc_column_text]In a choir, every singer uses the same hymn sheet. Otherwise, the whole choir sounds out of tune. Similarly, delivering a great customer experience relies on being in tune across the collective effort \u2014 or the entire customer experience is off-key. In August, Genesys and Adobe announced a partnership to deepen your understanding of [&hellip;]<\/p>\n","protected":false},"author":804,"featured_media":347214,"template":"","tax_priority":[],"tax_blogtype":[17751],"tax_blogcategory":[13125],"tax_contenttheme":[],"tax_bundle":[15273],"tax_contenttheme2":[],"tax_capability_sitewide":[],"tax_products_programs":[],"tax_buying_job":[],"tax_buyer_persona":[],"tax_sector":[],"tax_segment":[],"class_list":["post-355074","blog","type-blog","status-publish","has-post-thumbnail","hentry","tax_blogtype-genesys-en-gb","tax_blogcategory-cloud-en-gb","tax_bundle-genesys-ai-en-gb"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/blog\/355074","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/users\/804"}],"version-history":[{"count":5,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/blog\/355074\/revisions"}],"predecessor-version":[{"id":537548,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/blog\/355074\/revisions\/537548"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/media\/347214"}],"wp:attachment":[{"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/media?parent=355074"}],"wp:term":[{"taxonomy":"tax_priority","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_priority?post=355074"},{"taxonomy":"tax_blogtype","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_blogtype?post=355074"},{"taxonomy":"tax_blogcategory","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_blogcategory?post=355074"},{"taxonomy":"tax_contenttheme","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_contenttheme?post=355074"},{"taxonomy":"tax_bundle","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_bundle?post=355074"},{"taxonomy":"tax_contenttheme2","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_contenttheme2?post=355074"},{"taxonomy":"tax_capability_sitewide","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_capability_sitewide?post=355074"},{"taxonomy":"tax_products_programs","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_products_programs?post=355074"},{"taxonomy":"tax_buying_job","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_buying_job?post=355074"},{"taxonomy":"tax_buyer_persona","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_buyer_persona?post=355074"},{"taxonomy":"tax_sector","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_sector?post=355074"},{"taxonomy":"tax_segment","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_segment?post=355074"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}