Genesys Customer Experience Platform Goes Far Beyond CRMs

Genesys Customer ExperienceGenesys CMO Reed Henry told Loyalty360 that CRMs have their place in the customer experience/customer loyalty arena. But after the company recently announced a new line of enhancements to its customer experience platform, which highlight a shift in a paradigm across the industry, Henry believes that the importance of CRMs might be mitigated given what he referred to as revolutionary technology.

Genesys wants to focus on transforming random journeys to managed, orchestrated, and designed customer journeys.

“It’s very dynamic,” Henry explained. “It’s moving from the CRM world to build out systems of engagement that facilitates and moves the customer interaction along. CRMs are passive systems. They don’t actively orchestrate and manage customer journeys.”

The new Genesys platform capabilities enable organizations to fully orchestrate and monitor multimodal omnichannel journeys and interactions that are personalized for every customer. Omnichannel journey management from Genesys combines omnichannel context (inclusive of voice), multimodality, orchestration, and journey lifecycle management to transform both self and assisted service. With these new capabilities, organizations have a platform to engage and guide customers across their journeys, delivering consistent and effective customer engagement with increased operational efficiencies.

“It looks at journey outcomes based on what paths customers took,” Henry explained. “It’s a new application in a revolutionary category as to how companies can engage their customers.”

The challenge, Henry said, is companies are in a reactive mode regarding what customers do.

“They react and they’re not linking it all together,” Henry said. “Customer engagement to buy a car can take 11 different interactions. Can you reduce that number to three or four? There’s a real need to move into this journey management realm, a step-by-step coordination of what the customer will see next while giving customers a very dynamic self-service offering.”

Any marketer that wants to influence its customer journeys can use this new technology, Henry said.

“It’s about a personalized experience and managing the customer lifecycle,” he said. “More steps in the customer interaction process lowers customer loyalty. It’s not throwing up a bunch of channels and saying ‘I’m omnichannel.’ It’s about orchestrating experiences and customer journeys where you can push appropriate knowledge to contact agents along with video. How can you avoid a customer having to call a contact center? Give them something to solve something in the channel they’re in now. We think this is a game-changer.”

With the next generation of the Genesys Customer Experience Platform, companies can rapidly implement, orchestrate, monitor, and tune these redesigned omnichannel customer journeys. Most companies today can only support multichannel customer interactions. They support many channels such as voice, email and chat, but typically cannot share context across all channels inclusive of voice (omnichannel context), cannot synchronize multiple channels simultaneously within a single interaction (multimodality), and cannot direct journeys or interactions in step-by-step sequences (orchestration).”

Omnichannel journey management transforms self-service engagement with contextual personalization aligned to the customer's journey, history, intent and importance. Multimodality applied to self-service takes it further by revolutionizing single channel self-service−complementing the presentation of information in one channel with assistance from another.

For example, a customer who calls into an IVR can be offered visual assistance from a synchronized web site or mobile app for a richer multimodal experience. This can include a multitude of synchronized channels and touch points including chat, video, text, voice, websites, IVRs and mobile apps all within a single, personalized interaction.

Henry believes the key words are: managing, orchestrating, and proactive engagement.

“There is a fundamental piece that has to be solved to move from 11 interactions to four,” he explained. “The customer engagement killer is variability. So, this platform becomes a core component of stripping down variability and it becomes foundational. This will become pervasive as a platform of engagement that CRMS will have to get or co-exist with.”

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