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Koren Stucki, Marketing Director, Customer Analytics, Verint participated in an engaging interview with Loyalty360 to discuss how enhancements to the Verint Enterprise Feedback Management™ (EFM) help drive smarter engagement across today’s digital enterprise.
The enhancements spark heightened customer engagement and overall customer experience.
What factors prompted Verint to enhance its Enterprise Feedback Management system and how will these enhancements impact customer engagement and overall customer experience?
The enhancements are a continuation of Verint’s focus on delivering enterprise-level omnichannel solutions that help organizations optimize customer and employee engagement. The enhancements put additional capabilities into the hands of our customers, enabling them to create more engaging digital experiences with their customers. In addition, the enhancements reduce the overall effort required by both customers and employees to achieve the desired outcomes, leading to smarter engagement.
The survey experience for participants is enhanced with a new survey engine that provides modern rendering capabilities for a visually appealing look and an easier more natural interaction on both mobile and desktop devices. We’ve also simplified the ability to create corporate-branded surveys that align with an organization’s digital look, feel and experience. And as companies continue to leverage more channels to capture and analyze customer feedback, we’ve expanded our SMS capabilities with a new dashboard and survey editing mode unique to SMS making it easier to design, deploy, collect, and analyze SMS survey results. Additionally, we’ve provided the ability to create and distribute reports based on the organizational hierarchy a company has established and improved case management capabilities for a more efficient closed-loop process.
How does Verint define Smarter Engagement?
Smarter Engagement encompasses how organizations enable employees and serve customers to achieve the desired outcomes. Smarter Engagement helps organizations achieve better outcomes with less effort. Better for their customers and better for them with less effort for their customers and less effort for their employees. Smarter Engagement means providing users with the right information at the right time, effortlessly guiding them to better results. Smarter Engagement helps companies achieve better outcomes with less effort by making interactions more personalized, employees more productive, and results more predictable.
What does Customer Experience mean to Verint?
Customer Experience vs. Customer Engagement: Successful companies are realizing there’s an important difference between customer experience and customer engagement. Customer experience is rooted in emotion. The customer owns it. They formulate the image of their experiences. Customer engagement is rooted in action. It is broader in focus and includes both the customer and company side of interactions, encompassing everything that happens along the customer journey. True engagement requires employees that are empowered, well trained and equipped with the right information. And lastly, it requires technologies that enhance the customer’s experience and the supporting analytics to extract insights in real-time to continuously engage customers effortlessly in a two-way dialogue.
Customer engagement is the natural evolution of customer experience and needs to be considered as the next strategic priority for enterprise organizations. The benefit of optimizing customer engagement is that it enables companies to go beyond managing the experience itself at various touch points to include all of the ways that companies motivate customers to invest in an ongoing relationship.
One of the key trends driving market demand for customer engagement optimization strategies is the consumer expectation for a more personalized and consistent experience across channels. Consumers have come to expect a consistent, contextual, and personalized experience across multiple channels, and thus, prioritizing customer engagement strategies can help to achieve better business outcomes by addressing these consumer expectations and demands.
Nearly all business leaders are aware of this trend by now; some are trying to prepare their organizations for it; very few have actually built a data-driven ecosystem that connects all parts of the enterprise to deliver a single view of the company to customers and on the brand promise. Those high-performing few are optimized in the customer engagement maturity curve and are winning in the marketplace.
How does Verint define customer loyalty and has that definition changed or evolved in recent years?
Loyal customers frequently make repeat purchases of current brands, products, and services, rather than choosing competitors. Loyal customers buy more, buy longer, and recommend you to others. Loyal customers drive increased profitability, return on investment, and growth. Customer loyalty is driven by delivering quality, value, and innovation in products and services; providing superior customer service; and optimizing customer engagement throughout the customer journey.
While the core definition has not changed much over time, it’s evolved to include additional drivers like the ease of doing business and customer effort, which is how much effort a customer perceives to have put forth to have a request handled or to execute a task.
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