{"id":262188,"date":"2020-03-25T15:49:37","date_gmt":"2020-03-25T22:49:37","guid":{"rendered":"https:\/\/www.genesys.com\/?post_type=blog&p=262188"},"modified":"2020-03-29T15:50:43","modified_gmt":"2020-03-29T22:50:43","slug":"integrate-real-time-predictive-engagement-into-your-crm-and-martech-ecosystem","status":"publish","type":"blog","link":"https:\/\/www.genesys.com\/en-sg\/blog\/post\/integrate-real-time-predictive-engagement-into-your-crm-and-martech-ecosystem","title":{"rendered":"Integrate Real-Time Predictive Engagement Into Your CRM and Martech Ecosystem"},"content":{"rendered":"

[vc_section full_width=”stretch_row”][vc_row][vc_column][vc_column_text]Collecting customer insights before, during and after an engagement makes a lot of sense in developing more meaningful customer interactions. Using a combination of real-time and historical data creates a powerful set of actionable insights. You can use these to personalise experiences, regardless of your use case.<\/p>\n

In my last blog, I discussed how to work smarter, not harder with predictive engagement<\/a>. I shared tips on\u00a0how to actively shape online journeys for your prospects and existing customers.<\/p>\n

How Predictive Engagement Works<\/strong><\/p>\n

Genesys Predictive Engagement is equipped with an easy-to-implement and standardised integration method called Webhooks<\/a>. These broadcast that an action was taken on a server. This integration lets you send outgoing customer information or notifications to third-party systems like CRM, BPM or campaign management tools. The process reveals meaningful insights that enable better decision making about how to personalise your sales and service engagements across all interaction channels.<\/p>\n

In the case of a known customer who logs in, you have many options. But even for first-time visitors or unidentified prospects, there\u2019s a lot of data you can use. For example, capture what\u2019s available through the browser or device type, the device ID, the stored cookies, the origination or referral links and so on.<\/p>\n

Predictive engagement captures custom events from third-party systems, which trigger personalised engagements through an action map or preferred course of action. Use the action map to dynamically link events to actions.<\/p>\n

During each engagement, bots or agents \u2014 or a combination of the two<\/a> \u2014 capture a large amount of meaningful insight. These can be sent to a third-party marketing automation tool, for example, as a disposition code, and used to update a personalised campaign strategy.<\/p>\n

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By combining all of these key capabilities, you can:<\/p>\n