Real-Time Communication: Improving Customer Experience and Increasing Customer EngagementTim Bell
Customer experience and customer engagement are terms that are often used interchangeably but are two distinct things. This blog post explains the difference between the two terms and then talks about how real-time communications, such as in-app voice and video, can improve customer experience and lead to more customer engagement.
What is Customer Experience?
Customer experience is the total of every emotional response that a customer has when interacting with a brand, product, or company.
Part of it is the joy a customer feels when she successfully navigates the prompts of an automated support call and finally reaches a real person who can solve her problem.
Part of it is the frustration a customer might feel when he is faced with a hard to understand and hard to follow assembly instructions for the bookcase he just bought.
Another part is the satisfaction a customer feels when she sees the computer that she owns being used by the star in the latest superhero movie.
Customer experience is based on emotional connections and can be influenced by just about any interaction with a company. Since it is based on emotions it is much more difficult to measure and much more difficult to know if you are doing it right.
What is Customer Engagement?
Customer engagement, though, is about doing things, things like buying products, putting items in an online cart, liking or following a company twitter account, telling friends about a good product, and signing up on a company mailing list.
In most cases, they are actions and you should be able to measure the amount of customer engagement you are getting. The following list explains some of the metrics you can use if you have an online presence.
Unique Page Views: This is simple enough to measure, it is the number of unique users that visit your website in a given time frame. Common tips to increase page views is to make sure your website loads quickly and has frequently updated, engaging content.
Returning Visitors: Returning visitors, according to Google Analytics, are visitors who go to a page more than once in two years.
Social Media Likes and Comments: You can measure social media engagement by count likes, follows, retweets, and shares. Using these measurements to gauge future sales is difficult. But there are ways to improve your results by posting every day, commenting back to commenters, and sharing or retweeting posts.
Cart Abandonment: A terrible metric! All those virtual carts filled with virtual products that aren’t ever going to get purchased! It’s sad, really. Still, it is a valuable metric to look at. Look at the data and see if any products are abandoned more than others. Also, make sure that the buying process is as easy as possible since consumers don’t particularly enjoy going through page after page filling out data in order to buy something.
Sales: Sales are the best type of customer engagement. People take your products or services and then they give you money. The above metrics don’t matter at all if they don’t lead to sales.
Using Real-Time Communication to Improve Customer Experience and Increase Engagement
Providing real-time communication, including voice, video, chat, data, and screen-sharing, into your web applications and mobile apps can drastically improve the quality of your customer experience. Embedding real-time communication into your applications improves process efficiency and leads to a better customer experience.
In the financial industry, when customers have a problem or request and a video call is available, better outcomes are assured. Customers can be onboarded more quickly. Customers’ problems can be solved faster through screen-sharing so that the service rep can see, in context, the problem the customer faces. Using website chat software can help financial services companies communicate directly and efficiently with their customers.
Real-time communication has revolutionized the insurance industry. Customers can quickly and easily file accident claims and share videos that can be processed more efficiently and better.
Temasys Builds Real-Time Communications Solutions to Meet Your Customer Service Needs
With Temasys Skylink SDKs, you can quickly embed video, voice, and chat engagement into your web applications and mobile apps. We can help you embed video conference capabilities and peer to peer chat on your website in a matter of minutes.
Our Temasys Skylink SDKs are available to try out here. They have been developed so that you can be up and running quickly and easily and are truly cross-platform, with tools for the web, iOS, and Android. We also build WebRTC plugins for a variety of browsers so you’re completely covered. Our webrtc platform is the industry standard.