Using Predictive Analytics to Smooth the Customer Journey

[JasonBrown]

In the contact center, the queue is king. We get our data from tags in the queue to learn insights. We get our happiness rankings from surveys sent out after our customer interactions in the queue. We get metrics from the actions that we take in the queue. But, shouldn’t we start to move on? As customers become more and more savvy, and our products become more technical and nuanced, shouldn’t we, too, be trying to level up our game and dethrone the king?

There are two different types of service: proactive and reactive. Reactive, the type of service described above, is what has become the norm for most companies providing support over the internet, whether they be online stores, financial services or B2B products. Conversely, proactive support is all about identifying and resolving customer issues before they become problems. Some simple fixes to increase your proactive support game are:

Adding automation into your contact forms to guide customers to the right place
Creating more intuitive document and product design
Making yourself more available via chat and other modes of service, when the customer needs it
In this article we want to help you go deeper and use path analysis to create a truly remarkable, next-level proactive customer experience. According to ThoughtCo, path analysis is “a statistical analysis used to evaluate causal models by examining the relationships between a dependent variable and two or more independent variables.” But, what’s all of that science-speak mean for customer service? For us, it means figuring out all of the customer data that you have, and pulling it together in one place to analyze what your customer is going to do next. Then, using that knowledge to intercede with amazing support before they even know they need it.



But why go through all the work? Because people love proactive service. 87% of consumers want to be contacted proactively if it means it will save them from having to use support in the future. Beyond the satisfaction that you will give your customers, though, proactive support also provides the following benefits:

It increases customer loyalty.
It decreases customer contact rates.
It increases customer retention.
It reduces escalation frequency.
https://cloudcherry.com/blog/predictive ... r-journey/

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