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Everything we do today is about experiences, and customers expect seamless and connected experiences. From the way we eat (Instacart, Uber Eats) to how we shop and bank (mobile apps, intelligent assistants), experiences are far more valued by customers today than standalone products and services. This has brought about the experience economy, in which a customer’s overall experience is above all else.

In today’s multichannel world, where customers choose how they want to interact, consistency is crucial. The brand promise and value must appear at every opportunity, from the website to mobile apps, social media, and call center. It is simpler said than done, and legacy solutions have faced limitations that modern platforms now lift. What is needed is a platform that transforms the frontend that customers experience and backend that business leaders can use to systematize and personalize the experience based on data and insights.

As you embark on your customer experience transformation, here are five capabilities that you must consider for your next platform:


The right experience management platform should provide digital behavior analytics, speech analytics, and text analytics to help understand and improve the customer experience. Digital behavior analytics allow you to visualize what your customers experience in your digital channels to identify issues and opportunities and act quickly. Speech analytics enable you to understand why customers call and even analyze customer sentiment. Text analytics also help you understand sentiment as well as identify self-service opportunities. These analytics solutions sort through a vast amount of data that is too large to comprehend by humans; when exploited by people who also understand the underlying business, they prove very powerful and deliver insights that lead to better decisions.

It doesn’t stop there.

Predictive modeling

Predictive modeling is the next step after laying out the analytics foundation.

How do you figure out where to prioritize resources effectively and ensure every action you take has the maximum possible impact on the customer experience? By leveraging AI and ML technologies, you can connect drivers of customer satisfaction with a likelihood of purchase, recommend, return, and more. With predictive modeling, you can more quickly link business decisions to outcomes, clarify your customer journeys, prioritize CX resources to initiatives with the most impact, etc.

Voice of the customer

Automated, post-call surveys don’t provide the context to understand the customer experience fully. Voice surveys let customers say what they’re thinking in their own words, providing more relevant, timely, and context-based responses than a one-size-fits-all questionnaire. This increases response rates, offers more profound insights into operational performance and increases employee engagement through personalized coaching and professional development.

Likewise, digital feedback from web, chat, social media, and messaging apps allows you to generate insights into the customer journey and experience.

The feedback isn’t just a one-way flow. Once you understand the customer’s intents, sentiment, geo-and analytics-derived profile, and propensities, you can take targeted actions in real-time.

Employee experience

Customers want to deliver feedback to your business, and so do your employees. Enabling them to do so on their terms via web and mobile channels will give them a voice about their experience with your organization. Meanwhile, you can capture rich context from that feedback to take real-time and specific actions. Improve employee satisfaction continuously, develop more accurate and comprehensive journey maps, build a more people-centric culture across your company, and identify key improvement opportunities. For example, optimizing and/or redesigning your website or mobile experience, evolving the employee tools such as the agent desktop or the agent workforce management app.

Ultimately, employees dealing with customers, whether at the frontend or backend, define the customer experience. Engaged, satisfied, well-equipped employees deliver higher customer value.

Anybody can create a customer experience, but the quality of that experience is what matters.

A practical experience management platform will enable comprehensive analytics, provide feedback avenues, and enhance the employee experience so you can improve customer experience, increase operational efficiencies, and identify improvements needs. One such platform is Verint Experience Management, which Servion has successfully deployed at leading companies like Costco, Hippo, Propharma Group, and others. Servion’s expertise and focus on business outcomes help clients get the most value out of Verint’s leading experience management platform to unify the customer experience at scale, improve CX, and drive business opportunities.

Learn more about Servion and Verint’s partnership.

About the Author

Laurent Philonenko

Laurent is the Group CEO of Servion and its group companies. With 30+ years of experience, he served in leadership roles across Avaya, Cisco and Genesys. Laurent finds his zen moments by running and biking. His passion for the culinary arts also keeps him enthused in the kitchen.