"Investment in advanced technological solutions has transformed contact centres and the responses they offer consumers. Machine learning and Artificial Intelligence tools help companies get a 360° view of the customer, anticipating their needs and solving problems proactively. However, according to the companies, the big challenge is to find the right balance between automation and human interaction (...)".
We’re thrilled to share our contribution to an insightful article entitled: "Technological modernisation of contact centres: Automation versus humanisation", originally published in Distribuição Hoje.
What product does Mind Source currently offer that could serve contact centre circuits?
Mind Source has developed Omnichannel Insights 360, a SaaS product designed to help medium and large brands understand their customers' omnichannel journey.
Through predictive modelling, Omnichannel Insights 360 makes it possible to improve customer satisfaction and the customer experience by identifying the best offer for the customer.
In the context of contact centres, this product offers a 360º real-time view of the customer: which products they have researched and bought; their preferred channel; their Customer Lifetime Value (CLV); their level of satisfaction with the brand; the likelihood of churn; the next best product to offer the customer (Next Best Offer), on which channel and at what time of day (through Machine Learning/AI).
It's also possible to view another set of relevant metrics about the Customer, analyse their Customer Journey (CJ) with the brand and detect moments of interaction that have generated dissatisfaction. This enables preventative action to be taken to avoid customer churn, as well as offering the product most likely to be purchased, in the best channel and at the best time, increasing the effectiveness of marketing campaigns.
With this aspect of Customer 360 (C360) or Single Customer View (SCV), contact centre or physical shop operators can provide a more personalised and efficient service, increasing the likelihood of a successful interaction.
What tools does this product offer in terms of the customer journey?
Omnichannel Insights 360 offers a detailed analysis of the events and sales funnel, both in terms of the overall Customer Journey in online channels, allowing you to identify bottlenecks at a certain stage of the journey. At the level of each Customer, it is possible to analyse in detail each event in each interaction and their satisfaction.
What is the technology behind it?
Omnichannel Insights 360 is SaaS product, so it was born in the Cloud, specifically from Microsoft. It is a Customer Data Platform (CDP) customised by Mind Source, based on emerging technologies in the Machine Learning/Big Data area.
How do you intend to develop this solution, what is expected to happen in the future?
We are still in the process of defining the roadmap for 2025.
How do you view current customer demands for personalisation? And how is this reflected in the needs of companies and the development of products by solution providers?
When we talk about omnichannel vision, we naturally end up talking about personalisation, because that's the final ouput or the point we want to get to with this type of solution/product.
The Omnichannel Insights 360 (Oi360) product deals with this issue from the ground up, starting with multichannel data and the integration of this data into a single platform. Next, the data from the various channels (online and offline) goes through an automatic data cleansing process where there are often duplicate customers and different information between the various channels. Through this cleansing and matching we arrive at the Customer 360 view, which aggregates the entire customer experience with the brand across the various channels. At this stage, it is possible to view various dashboards, with advanced analytics such as Customer Segments, analyse aggregated data with an Omnichannel view, correlations with sales, products and invoicing, satisfaction and segments, evolution of customer segments, among many others.
It's with Next Best Offer (Machine Learning) that the personalisation of campaigns begins, as the brand can then integrate this information into its CRM/marketing automation platform and launch assertive campaigns with a higher probability of success, on the channels suggested by the predictive models. This level of personalisation not only improves the customer experience, but also increases the effectiveness of marketing campaigns, which are able to offer the right product, at the right time, through the right channel.
Interview with Ana Candeias
Product Director at Mind Source