Группа ЦРТ объявляет о создании Customer Engagement Platform
21 октября 2020 года, Москва — Группа компаний ЦРТ (входит в экосистему Сбера) усиливает свои компетенции в области AI-управляемых контакт-центров и объявляет о создании Customer Engagement Platform — платформы для управления клиентским опытом с помощью искусственного интеллекта.
В Customer Engagement Platform объединено более семи самостоятельных продуктов и технологий группы ЦРТ: автоматизация голосового и текстового обслуживания, распознавание и синтез речи, голосовая и речевая биометрия, а также речевая аналитика. За счёт глубокой интеграции между продуктами платформа позволяет ускорить их внедрение в существующую инфраструктуру компаний и сэкономить бюджет. Собственная технологическая основа группы ЦРТ и расширение омниканальности при помощи face-to-face-аналитики позволяет комплексно закрыть весь массив задач бизнеса решением от единого вендора.
Customer Engagement Platform объединила функционал трёх продуктовых блоков.
Conversations (общение): продукты и сервисы для построения взаимодействия с клиентом на естественном языке с помощью систем обработки входящих и исходящих обращений через телефонию, IVR, текстовых и голосовых роботов.
Identity (персонализация): продукты и сервисы для удобной и безопасной идентификации клиентов и предотвращения мошенничества при дистанционном обслуживании для проведения аутентификации клиентов, создания персонализированных предложений на базе голосовой и лицевой биометрии.
Analytics (аналитика): продукты и сервисы для анализа речевого взаимодействия «клиент-персонал» при обращении в контакт-центр или офлайн-точку продаж и др.
Реализованная интеграция позволила создать комплексную платформу с возможностью обмена данными: то, что раньше было доступно в одном продуктовом блоке, теперь становится доступным всей платформе. Это гарантирует более полный обмен данными и их обогащение, а модульная структура позволяет учесть все пожелания бизнеса, добавляя необходимые опции и исключая избыточные. Платформа будет актуальна для крупного бизнеса, государственных структур, ретейла и производственных компаний, где требуется качественное взаимодействие с клиентами и упрощение внутренних процессов.
Customer Engagement Platform позволяет полностью избегать конфликтов между компонентами — это единый интегрированный контур. К примеру, с внедрением распознавания речи и речевой аналитики все диалоги, поступившие в контакт-центр, автоматически преобразуются в текст и «подаются» на анализ интеллектуальными алгоритмами. Массив данных предоставляется в простых и понятных отчётах, помогая улучшать качество обслуживания, опираясь на статистику не 2‒4%, а 100% обращений. На основе полученной статистики легко выявить повторяющиеся вопросы, создать скрипт для голосового или текстового робота, снизив нагрузку на операторов. Платформа охватывает и кейсы офлайн-обслуживания в офисах, точках продаж и кассовых зонах (face-to-face-аналитика): специальные бейджи и микрофоны позволяют анализировать всё речевое взаимодействие «клиент-персонал», выявлять отклонения от стандартов обслуживания, обновлять скрипты продаж и обучать персонал, опираясь на реальные обращения. Технологии распознавания речи, используемые в платформе, позволяют эффективно распознавать естественную спонтанную речь, с её динамикой и эмоциями, даже в полилогах, когда собеседники перебивают друг друга, говорят неразборчиво, в шумах. В этом — ещё одно отличие ЦРТ от большинства решений, представленных на рынке, и именно такая экспертиза позволяет работать и в офлайн-каналах.
Тренд омниканальности продолжит своё развитие: независимо от того, в какой канал обратился клиент — сайт, мобильное приложение, мессенджер, кол-центр или точку продаж, — важно получить сервис одного уровня, иметь возможность «бесшовно» продолжить диалог даже при смене канала коммуникации, а бизнес при этом должен получать агрегированную информацию о том, что говорят клиенты, кто они, каковы их желания. Так, учитывая «голос клиента», бизнес сможет принимать cбалансированные управленческие решения, а клиенты получат качественно новый пользовательский опыт.
Разработанное решение — Customer Engagement Platform — будет представлено 28‒29 октября в Москве на Customer Contacts World Forum 2020.
Группа компаний ЦРТ (входит в экосистему Сбера) — глобальный разработчик продуктов и решений на основе интеллектуальных речевых технологий, распознавания лиц. Технологический эксперт в области искусственного интеллекта и машинного обучения с 30-летним опытом. Одна из немногих компаний в мире, которая создаёт и развивает обе биометрические модальности — лицо и голос. Выявление подделок голоса и распознавание речи от группы ЦРТ занимает лидирующие позиции в мировых рейтингах NIST, ASVspoof Challenge, VOiCES. На CHiME 2020 технология распознавания речи от ЦРТ была признана лучшей в мире. Группа ЦРТ реализовала более 5000 проектов с применением искусственного интеллекта в 70 странах.
Группа ЦРТ объявила о создании Сustomer Engagement Platform
Группа компаний ЦРТ (входит в экосистему Сбера) усиливает свои компетенции в области AI-управляемых контакт-центров и объявляет о создании Сustomer Engagement Platform — платформы для управления клиентским опытом с помощью искусственного интеллекта.
В Сustomer Engagement Platform объединено более семи самостоятельных продуктов и технологий группы ЦРТ: автоматизация голосового и текстового обслуживания, распознавание и синтез речи, голосовая и речевая биометрия, а также речевая аналитика. За счёт глубокой интеграции между продуктами платформа позволяет ускорить их внедрение в существующую инфраструктуру компаний и сэкономить бюджет. Собственная технологическая основа группы ЦРТ и расширение омниканальности при помощи face-to-face-аналитики позволяет комплексно закрыть весь массив задач бизнеса решением от единого вендора.
Customer Engagement Platform объединила функционал трёх продуктовых блоков.
Conversations (общение): продукты и сервисы для построения взаимодействия с клиентом на естественном языке с помощью систем обработки входящих и исходящих обращений через телефонию, IVR, текстовых и голосовых роботов.
Identity (персонализация): продукты и сервисы для удобной и безопасной идентификации клиентов и предотвращения мошенничества при дистанционном обслуживании для проведения аутентификации клиентов, создания персонализированных предложений на базе голосовой и лицевой биометрии.
Analytics (аналитика): продукты и сервисы для анализа речевого взаимодействия «клиент-персонал» при обращении в контакт-центр или офлайн-точку продаж и др.
Реализованная интеграция позволила создать комплексную платформу с возможностью обмена данными: то, что раньше было доступно в одном продуктовом блоке, теперь становится доступным всей платформе. Это гарантирует более полный обмен данными и их обогащение, а модульная структура позволяет учесть все пожелания бизнеса, добавляя необходимые опции и исключая избыточные. Платформа будет актуальна для крупного бизнеса, государственных структур, ретейла и производственных компаний, где требуется качественное взаимодействие с клиентами и упрощение внутренних процессов.
Customer Engagement Platform позволяет полностью избегать конфликтов между компонентами— это единый интегрированный контур.К примеру, с внедрением распознавания речи и речевой аналитики все диалоги, поступившие в контакт-центр, автоматически преобразуются в текст и «подаются» на анализ интеллектуальными алгоритмами. Массив данных предоставляется в простых и понятных отчётах, помогая улучшать качество обслуживания, опираясь на статистику не 2‒4%, а 100% обращений. На основе полученной статистики легко выявить повторяющиеся вопросы, создать скрипт для голосового или текстового робота, снизив нагрузку на операторов. Платформа охватывает и кейсы офлайн-обслуживания в офисах, точках продаж и кассовых зонах (face-to-face-аналитика): специальные бейджи и микрофоны позволяют анализировать всё речевое взаимодействие «клиент-персонал», выявлять отклонения от стандартов обслуживания, обновлять скрипты продаж и обучать персонал, опираясь на реальные обращения. Технологии распознавания речи, используемые в платформе, позволяют эффективно распознавать естественную спонтанную речь, с её динамикой и эмоциями, даже в полилогах, когда собеседники перебивают друг друга, говорят неразборчиво, в шумах. В этом — ещё одно отличие ЦРТ от большинства решений, представленных на рынке, и именно такая экспертиза позволяет работать и в офлайн-каналах.
Тренд омниканальности продолжит своё развитие: независимо от того, в какой канал обратился клиент — сайт, мобильное приложение, мессенджер, кол-центр или точку продаж, — важно получить сервис одного уровня, иметь возможность «бесшовно» продолжить диалог даже при смене канала коммуникации, а бизнес при этом должен получать агрегированную информацию о том, что говорят клиенты, кто они, каковы их желания. Так, учитывая «голос клиента», бизнес сможет принимать cбалансированные управленческие решения, а клиенты получат качественно новый пользовательский опыт.
Разработанное решение — Сustomer Engagement Platform, будет представлено 28‒29 октября в Москве на Customer Contacts World Forum 2020.
What is a customer engagement platform? Top platform features 2021
A customer engagement platform is software that helps businesses manage complex customer relationships. In turn, the real connections with customers that result can improve customer satisfaction, sales, and retention.
Published June 1, 2020
Last updated September 2, 2021
Customers live in an omnichannel world. When they engage with a company, customers want fast, personalized service, meaningful marketing, and smart, thoughtful recommendations. And they want all of this on their terms:
Customers expect to engage with a brand using the same communication channels they use to connect with their friends and family.
One of the most powerful software tools that a business can use to manage complex customer relationships is a customer engagement platform. Read on for actionable insight into the importance of your customer engagement software.
What is a customer engagement platform?
A customer engagement platform is software that helps companies manage, analyze, and optimize the customer journey. It does this by automatically sending personalized messages to customers across multiple devices and platforms.
Customer engagement tools can let a brand connect all their customer data in one place and deliver a highly personalized experience for customers. That is based on all kinds of variables, like:
What’s the difference between a CRM and a customer engagement platform?
Many companies consider their CRM as their customer engagement platform. With a CRM platform like Zendesk, businesses can combine their customer support software with all the other customer engagement tools their teams depend on, such as a marketing automation tool, social media management software, and more. This ensures everyone in the business has a single source of truth for customer information, which enables more personalized customer experiences and saves teams time from having to toggle between different systems and software.
Examples of what customer engagement platforms can do
A customer engagement platform makes it possible to:
Companies can even fine-tune the experience with more complex actions, like automatically pausing marketing messages for customers who have an open support ticket.
Companies that want to improve customer relationships can use powerful analytics in engagement software to:
This makes it easy for a business to gauge the effectiveness of a customer engagement platform and unlock new areas to improve customer relationships.
Customer engagement software also provides a business with a holistic view of its customers, bringing data together from all the disparate systems that a company uses. That could be social media, sales and marketing automation systems, customer support help desks, or sales databases.
When a business has all of its customer data in one place, it’s easier to understand the customer journey and how to improve customer experience.
The best customer engagement platforms for 2021
Companies that are interested in customer relationship management should evaluate customer engagement software on a number of criteria, including ease of set up and use, its ability to connect with other systems a company uses, like a CRM database, and the amount of customization it allows in creating a personalized customer experience.
It’s also important to choose a solution that is cost-effective and is able to scale as the company grows. For many companies that means a cloud-based software solution that is managed off-site, features robust security protocols, and offers flexible features and pricing options.
Here are the top features of customer engagement platforms:
Customers shouldn’t have to climb a ladder to engage with your brand. A great customer engagement platform empowers businesses to meet customers where they are, such as on messaging channels.
Relationships are critical to customer loyalty. To deliver personalized experiences, businesses need a customer engagement platform complete with customer context, like a customer’s support history, account type, and order preferences.
Engaging customers requires engaging employees. The best customer engagement platform arms support teams with the right tools to do their jobs well.
Customers have preferred to help themselves for a while now, and rely on companies online resources even more in our digital-first world. When customers can self-serve, they get answers to simple questions faster, and your agents don’t have to spend time resolving repetive issues.
You want a customer engagement platform that integrates with all the tools and software your teams need, from marketing automation software to social media monitoring tools. When different tools are connected, teams can do more with the combined capabilities. For example, by integrating their customer support software with their email marketing tool, teams can send segmented emails based on support history.
Customer engagement platforms that are easy to set up, and easy to use, ensure you can focus on engaging customers, instead of adminstrating a tool and training teams to use it.
With a customer engagement platform that unifies all your customer data, wherever it lives, your teams can anticipate customers’ needs and offer a better-personalized experience. A 360 customer view ensures every team, from marketing to customer support, has a holistic understanding of your customers.
Learning how to improve requires data. When teams can understand trends in how, and where, customers interact with the business, they can glean insights into improving customer engagement.
Businesses today need customer engagement software that allows them to be agile. They need to be able to quickly turn channels on and off. And with plug and play apps, they can unify all their customer data without having to wait for IT teams to make custom integrations.
How customer engagement platforms improve the overall customer experience
Customer engagement software puts the customer experience at the heart of the customer journey, which ultimately is beneficial for customers and companies alike.
We’re guessing that with every interaction you’re aiming for higher customer satisfaction, whether it’s chatting with your customers on Facebook or helping the odd website visitor who might become a customer or the next person your sales reps talk to.
Engagement software makes it seamless for customers to engage with a company. The software creates an almost magical sense that customers are getting the support and the attention they need without even having to ask for it, with smart, thoughtful recommendations, answers to their most common questions, and fast, personalized resolution to their problems when they contact support on their preferred channels.
Companies that use engagement software earn trust, loyalty, and sales from customers by delivering fast, personalized service in the channels customers care about most. It lets teams create customer journeys that are as unique as their business, and automate much of the work it takes to engage customers.
This not only lets companies be there to support customers when they need it most, but it frees up teams to focus on finding new ways to support customers, delight them with thoughtful service, and solve more complex problems.
The customer engagement model, defined
Once a company has 360-degree views of its customers, it can define its customer engagement model. A customer engagement model is a way of thinking about all the customer interactions a company has in their customer journey.
Customer engagement models generally follow customers through five stages of interacting with a brand:
And once a company understands its customer engagement model, it’s able to create a customer engagement strategy that speaks to customers’ unique needs.
Customer engagement management is critical to managing the customer experience at all five of these steps.
Why customer engagement platforms are so important
While it can be challenging for a business to keep pace with customer expectations in this fast-moving multichannel universe, it also offers companies more ways than ever to create customer loyalty and develop long-term relationships with customers.
With so many channels and ways to engage, it’s all about creating a great customer experience with an engagement strategy focused on delivering the right message to the right customer at the right time.
By engaging with customers in the communication channels that are most important to them, a brand can create emotional connections with customers. These emotional connections can improve customer satisfaction, sales, and customer retention.
There are also powerful new opportunities for marketing teams to find new customers and engage with existing ones. And by proactively connecting with customers when they need help the most, companies can earn trust, loyalty, and solve problems before customers are even aware they exist.
Customer engagement platforms
A customer engagement platform is a channel that can replace the dialog system with a human agent when required.
Communication between the chatbot and the agent workplace varies depending on the channel selected. We distinguish three main communication methods:
The online chat is one way to implement customer support. It is a chat widget where the client and the agent can talk to one another. The agent has a separate chat window for each client.
You can use the Operator API to connect any customer engagement platform to the chatbot project created on JAICP.
Conversation in an online chat widget
You can deploy the bot directly in an online chat widget. The communication flow will be as follows:
To implement this in JAICP, connect a customer engagement platform to an inbound channel with the same name, e.g. the Webim (Custom Channel API) customer engagement platform to the Webim (Custom Channel API) inbound channel.
All messages from the client are saved both in the live chat logs and in the bot logs.
This communication method is available in the following channels: Webim (Custom Channel API), Chat2Desk, JivoSite.
External channel conversation
You can deploy your bot in a channel other than an online chat widget, such as Telegram. You will also have to connect the online chat for your agents to be able to handle conversations.
The communication flow will be as follows:
To implement this in JAICP, connect a customer engagement platform to any inbound channel, e.g. the Webim (Custom Channel API) customer engagement platform to the Telegram inbound channel.
All messages from the client are saved both in the live chat logs and in the bot logs.
This communication method is available in the following channels: Webim (Custom Channel API), Chat2Desk, JivoSite, LiveTex, Salesforce.
Prompter
A prompter is a bot that joins the conversation between a client and an agent and provides the agent with answers to client questions in real time.
A prompter does not interact with the client directly, but rather answers their questions by sending replies to a dedicated channel only the agent has access to.
This communication method is available in the following channels: LiveTex, ZenDesk.
Interaction between bots and online chats
Another product made by our company is Aimylogic. It is a visual constructor for chatbots that can understand client requests made in natural language. Unlike many other chatbot development tools, Aimylogic requires no programming knowledge.
You can learn more about how Aimylogic interacts with chatbots from our documentation.
What is a Customer Engagement Platform?
Your company’s brand a culmination of every interaction someone has with your business. People traditionally think of brand as being your colors and fonts — the visual aspects of your company — but in reality, your brand is what people think and say about you when you’re not in the room.
Marc Benioff, the founder of Salesforce, once said, “If the company’s facts (speed, price, quality) are superior to the competition, any good competitor will duplicate them, or worse, improve upon them. What a company can own, however, is a personality.”
Brand is the one thing that none of your competitors can replicate. They can steal your software. They can steal your features and functionality, but they can’t steal the way that people connect with who you are as a company.
To facilitate positive experiences for customers and solidify their feelings about you, you need to deliver a frictionless experience through their entire customer journey, ensuring every touchpoint is optimized.
Though this sounds like a daunting task, you aren’t alone. Customer engagement platforms are designed to do just that.
What is a Customer Engagement Platform?
A customer engagement platform is a software that helps you engage with your customers through every touchpoint they could possibly have with your organization. It houses a database of connected content and tracks your audience as they transform from strangers to prospects to customers and eventually to promoters.
To fully understand the importance and breadth of customer engagement platforms, it’s worthwhile to consider the touchpoints involved in a customer’s journey. The first thing to think about is how people could interact with your brand today. For customers, it starts with discovering your business in the awareness stage.
Most of the time, your company is discovered online. Here, there are a number of potential touchpoints that could occur. If you’re well-positioned from an SEO perspective, a prospect might search for a topic and click one of your blog posts that ranks in their results. Or, if you’re running a paid advertising campaign on Google to promote a PCO, they might click on your ad and visit the landing page. Alternatively, someone might have been perusing social media and happened upon one of your offers, leading them to your website.
Obviously, this first touch could happen in a number of ways. Ideally, your customer engagement platform will allow you to access your blog, landing pages, SEO, paid advertising and social media tools all in one place. That way, no matter how customers interact with your content, you will be able to account for it.
From there, the next set of touchpoints involves converting and nurturing leads. This can be accomplished with a mix of CTAs, chatbots, live chat, video, marketing automation and email marketing. You can also utilize A/B testing and smart content to optimize your conversions.
All of these features can help prospects take the next step, so having them live in one place on your customer engagement platform is ideal.
Once you convert a prospect and receive their information, you can begin to nurture them. Eventually, when they reach a certain amount of interest and engagement, they’ll be ready to handoff to sales.
As contacts move down the funnel, you need to streamline your outreach. When sales receives qualified leads from marketing, they should focus their conversations, beginning to position their offering as a solution to prospects’ problems.
Email and phone outreach are common tactics to use at this point, so having a platform that includes email tracking and notifications, Gmail and Outlook integrations, task automation, email sequences and native calling options is ideal.
These initial sales efforts should then guide prospects to schedule meetings with sales reps. Live chat, one-to-one video tools and meeting scheduling features are incredibly useful at this stage.
Over time, as you provide value to prospects, you will gain their trust. By continuing to nurture them and positioning your product as a way to solve their problems, qualified-leads can become opportunities and then customers.
Once a customer closes, ensuring a smooth handoff from your sales team to your services team is vital for providing a great customer experience. That requires successful onboarding. To provide that, you need to organize and track customer communications. This is best accomplished by using ticketing, live chat, conversational bots and team email features on your platform, so no interaction slips through the cracks.
After onboarding has occurred, customer success managers and service team members must help and delight customers at scale. Regular check-ins with customers are vital to make sure they are getting the most out of your product. It’s also important to supplement check-ins by utilizing a knowledge base, email sequences, task automation and ticket automation. Enabling your customers to solve problems on their own is extremely important, and you need a powerful platform to accomplish that.
Beyond providing all of the tools discussed above for moving customers from one touchpoint to the next, your customer engagement platform needs a powerful database. It must be able to track individuals within your system, manage content distribution and host your website. It also needs to provide reporting capabilities, so you can track your performance, diagnose problems and optimize results.
Obviously, combining all of these tools into one platform is an immense undertaking. So how do people do it?
Leveraging Your Customer Engagement Platform
More often than not people resort to connecting a bunch of disparate tools together in an attempt to form one customer engagement platform.
For instance, they host their website on the WordPress CMS. They adopt Pardot or Marketo as their marketing automation tool to create email campaigns, develop landing pages and generate leads. They manage their contact database by using Salesforce as their CRM. Their sales engagement and automation live on Outreach. And finally, they use Zendesk to house their knowledge base and ticketing tools.
While such a tech stack does offer many of the tools we discussed above, you need to make sure that the software integrates together. For the system to work well, the different programs should pass information back and forth seamlessly.
If you’re trying to analyze one of your customers in Salesforce and then look in Marketo to find more data on the same customer, you want that information to match up. Overall, such a system normally requires an in-house specialist for each platform and is very difficult to manage.
Thankfully, there is a simpler option. At New Breed, we use a tool called HubSpot that allows us to perform all of these tasks on one platform.
With HubSpot, you can start from the very beginning of the customer journey and guide prospects to becoming evangelists. It has the tools for every stage we discussed above: getting found online, converting and nurturing leads, streamlining your outreach, connecting with prospects on their terms, organizing and tracking customer communications and delighting customers at scale.
All of the tools are housed in its Marketing, Sales and Service Hubs. In addition, it has the reporting features and database to make everything functional and practical.
HubSpot’s ease-of-use sets the standard in the industry. It doesn’t require extensive training to operate. Some of our new hires don’t have experience on the platform, but they are able to pick it up and make contributions quickly.
Since it is an all-in-one platform, HubSpot also minimizes technical debt. Basically, by choosing HubSpot now, you can avoid the implied cost of additional rework caused by using a piecemeal tech stack. You won’t have to worry about maintaining as many integrations (although there are plenty available to expand the platform’s functionality if you wish).
Key Takeaway
Today, the whole customer journey is evolving. To create evangelists for your brand, you need to present seamless interactions to consumers. Engaging your audience in one place makes that easier.
Considering the modern buyer, HubSpot stores all of the data you collect in one location. As a result, your marketing, sales and services teams can all work off from one record for each contact, company and deal that enters your organization.
That improves handoffs between teams, providing a great consumer experience. With each touchpoint flowing smoothly into the next, prospects will build trust faster, and customers will be more likely to refer their colleagues to your company.
HubSpot constantly strives to reduce friction in your conversion funnel. While other software programs try to emulate that, they lack the all-in-one functionality necessary to accomplish it. You can try to create a customer engagement platform by combining numerous programs, or you could simply use HubSpot and do everything in one place.
