Jeff Nicholson, Vice President of Marketing for Provenir, wants brands to be able to listen effectively and attain a full glimpse of the interconnectedness across all of their systems to be able to dynamically interact with their customers and create differentiated and contextual experiences.
As a result, Provenir launched a new customer listening division, which is dedicated to the growing adoption of its new omni-channel customer listening and engagement platform. Nicholson told Loyalty 360 that Provenir isn’t pushing a campaign management tool, or customer relationship manager, or customer analytics application. He believes brands can access this dynamic data through listening, real-time decision-making, and direct response capabilities including social media, mobile applications, email, websites, and contact centers.
“Our ability to execute listening at an individual level is something we feel we do quite differently,” Nicholson explained. “We see that many organizations already own an abundance of software applications including CRM, content management, data systems, database analytics, and more. Yet what we see time and time again is, despite these systems being present, companies are hamstrung. Even though these technologies are present, the business still does not have the ability to listen and move in real time with customers and take full advantage of all this data and respond accordingly.”
Nicholson said the key is customers want immediate gratification.
“It’s getting theses systems to work together in real time and building the right experience around that, which is the challenge,” he said. “What do you do in the moment f truth when the customer has an issue? Or do you want to know more about that customer before you reply?”
Provenir’s platform acts as the “glue” between existing systems, enabling brands to use them to interact intelligently, individually, and immediately. With Provenir's interface, brands can listen on multiple channels; deepen the knowledge around the individual by understanding their contact history; discern that the right thing to do is not always to make an offer, but acknowledge a complaint that needs attention; and to take an action to resolve the situation.
The new approach starts with listening to customers individually, wherever they are and building a real-time engagement around that,” Nicholson explained.
“It’s this ability to listen everywhere,” he said. “We always listen in real time. Loyalty is all about who they are. We’re getting a lot of traction in this platform because it creates these real-time engagements across channels. We wanted to be a part of this.”