Q&A Session From Our Last Webinar
The webinar we hosted last week with Forrester Analyst Bruce Temkin was a huge success. We got many interesting questions and decided to post some of them along with our answers here on the blog. You can view a replay of the webinar by registering here. Q: Does Clickfox have the ability to track metrics for ATMs or other kiosk-type portals? A: Yes. ClickFox can use system logs from any device, such as ATM or Kiosk and analyze it. We can then connect these experiences to other interaction channels and see what customers do before or after and what is the upstream and downstream impact. The ClickFox CEA solution does not depend on specific file formats, platforms or structured data and can be applied to as many interaction channels as the customer would like analyzed. Q: How are you quantifying the customer relationship? Not all customers are created equal and can actually be costing you more than they're worth. How are you capturing this data as you build the business case for a company to enhance their customer experience? A: In many cases, we use additional customer data provided by the company, such as lifetime value, service levels, etc., and use this information to segment the customer experience. We can link up to the enterprise data warehouse or use data extracts in conjunction with all the interaction channel information that is being processed to facilitate powerful advanced analytics into behavior patterns of different customer groups. Q: Are the CSAT measurements the speaker is discussing based on metrics resulting from logs from a customer's application or is it based on a survey or some other means? A: CSAT can be measured in several ways and we've used both logs from post call survey systems as well as external surveys. CSAT is another data source we use as part of the comprehensive cross-channel model that we build from all the interaction channels a company uses. Q: How does Clickfox play/compare with other customer experience monitoring tools? A: ClickFox is data and platform independent and can absorb data from any other platform. In many cases, ClickFox will become the aggregator of all enterprise data because of its ability to break down the analytics silos and show the true cross-channel experience rather than the disparate multi-channel metrics provided by some of our competitors. Q: Did Clickfox develop the CEA tool itself or does it use another data warehouse and just builds the reports? A: ClickFox CEA is our core product and has been developed to bring to the market a new way of looking at the comprehensive cross-channel customer experience from an outside-in approach. We build our own data repository that can sit on top of any kind of data platform to accommodate some of our customers who have a corporate preference. If we take data from an existing system we usually don't need all the data in a warehouse and will only use data that is relevant to the business issue that we are analyzing. Q: Question to Bruce: Do you see a role for a standards organization in improving the customer experience? Do you know of such activities? A: ISO has established usability standards many years ago but currently there many companies who are trying to establish themselves as standards, especially in the metrics area. There isn't necessarily a need for standards since there are many practices that companies focus on that are unique to their organization. Most of the improvements in customer experience need to come from good business practices. Q: With the rise in web interaction adoption among consumers/customers, is IVR becoming irrelevant as an interaction mode? A: Absolutely not! The technology and usability of IVR and speech applications and recognition is driving this channel to become more dominant in the future than it is today. Also, the growth in use of cell phones is driving an increase in IVR use even though most mobile devices are also web enabled. All of our webinars are available for replay and you can find the entire list of past events here. If you have any questions, please leave us a comment.