At this week’s KANA Customer Summit 2013 for North America our team listened to dynamic speakers discuss the state of customer expectations for an “enchanting” brand experience, as Guy Kawasaki likes to say. Several speakers touched on the importance of omni-channel communications, and the demand for complete, consistent, and contextual communication in the next generation of customer care. I would encourage your team to go further and extend the 3-C philosophy to the entire customer experience.
The crux of the matter is how to capture a 360-degree view of the customer, deliver value consistently and put the message in context for the moment a customer interacts with the brand. Success requires that organizations use both the behavioral data of a customer’s past action, and predictive analytics for the future decisions a customer may take in certain buying scenarios.
Scott Hays, Sr. Director, Product Marketing at KANA Software drove home this challenge for businesses when he said,
“We are wired to process information in context. That’s because without context, information is meaningless.”
Unifying data to find context
Businesses today are collecting more data on their customers than ever before, yet many marketers and data scientists find themselves in the predicament of having mountains of data without conclusive findings. A tweet from @KANAsoftware during the Customer Summit targeted to customer care agents can also be applied to marketers and the software programs they implement.
”Often companies are expected to use scattered apps for simple tasks. [It’s] obvious why a unified desktop provides more efficiency”
This is one reason why Brick Street Software engineers focus heavily on ensuring that the CONNECT platform is flexible enough to integrate with various software, both up and downstream of the CONNECT application.
How to integrate Brick Street CONNECT with KANA Response
Capitalizing on the positive and inspiring outlook shared at the KANA Customer Summit 2013, we would like to show you how to integrate Brick Street Software CONNECT easily with KANA Response Email Management system.
In this 3-part series of how-to videos, you will learn how to configure CONNECT’s multichannel marketing platform with KANA Response Email Management tool. Gary Winder, Managing Director, Asia/Pacific at Brick Street Software, shares his experiences in helping enterprise-level customers to join divergent software packages.
We hoped you enjoyed this series of video tutorials. This is the second batch in a series of educational videos we plan to share.
What other settings or CONNECT features would you like to be the subject of our next instructional video?
Thank you advance for your feedback.
Image courtesy of manostphoto at FreeDigitalPhotos.net
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