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Use intelligent journey analytics to understand customers’ intentions and anticipate their behavior to deliver preemptive and proactive interactions.
Get to the why behind
What if you knew when a customer called to close out their account that they were doing it to move to a competitor with a better offer? Would you try to match or beat the deal? Of course you would. Because it costs far more to acquire a customer than to keep one. But how do you gain that kind of insight when the customer doesn’t tell you why they do something? It is possible, through intent mapping. Intent mapping allows you to understand customers’ intentions and anticipate their behavior by using intelligent journey analytics. It weaves a critical thread into your CX efforts by creating context and understanding to accurately determine what the next best experience is for that customer.
Data analytics provide actionable insightson customer trends and sales opportunities
See how → by analyzing and acting on customer trendsRead Case Study
See how → optimizing the pipeline with sophisticated analytics.Read Case Study
Customer intent defined
Gain the insight to be preemptive
Customers have known intents and unknown intents. Known intents manifest in actions that you see on the surface. Your customer calls to check their balance, cancel a flight, return a product. Unknown intents are the why behind the what. Your customer is checking their balance because they are about to make a big purchase. They canceled their flight because they found a less expensive option. They returned the product because they lost weight and it doesn’t fit. When you understand the why – you have the insight to be preemptive and meet a potentially larger need.
Intent mapping makes information actionable
Improve operational efficiency and revenue growth, increase agility and adaptability, and decrease costs
Intent mapping takes your customer experience to the next level by ingesting signals across the entire customer journey and shifts from providing a quick surface recommendation, to the right, insight-driven next best action. It uses insight from previous interactions to inform and anticipate future experiences from similar customers for a frictionless experience. The benefits include improved operational efficiency and revenue growth, increased agility and adaptability and decreased costs.
Right message, right time.
What differentiates brands is how they respond.
Intent mapping is the practice of using data, advanced analytics and empowered employees to understand why customers interact with a brand. Understanding customer behavior enables brands to deliver preemptive and proactive interactions that achieve the best outcome for the customer and the business. Not surprisingly, customer intents are consistent across brands. What differentiates brands is how they respond.
That's why we’ve built a comprehensive Intent Library that is fueled by AI to access historical data and unlock powerful insights. We’ve categorized and coded a vast amount of interaction data across industries to help brands stay ahead of their customers unknown intents.
A cycle of continuous learning
Intent mapping is the connective tissue between the customer and the associate. For the customer it includes their interaction channel and their known intent. The associate uses that information combined with the intent library to offer the next best experience. The result of their interaction feeds into the intent library to inform future interactions.
Understand and optimize.
There are three types of analytics. One that tells you what happened in the past. One that tells you what is happening in the present. And, one that helps you predict what will happen in the future. See how analytics are a key piece of our CX Technology Ecosystem, so that you can improve the total experience and always be optimizing.
Unlocking Customer Value by Understanding True Intent
In a time when brands are defined by CX, it’s no longer enough to meet customers where they are. To deliver service that creates value for your business and your customers, you have to understand where they’re going. And, more importantly, why. Intent mapping reveals the motivations behind interactions, helping brands anticipate customers’ needs and build experiences around them. In this report, Forrester Consulting examines how brands are using customer intent to guide simpler, more fulfilling service—increasing CSAT by as much as 48%.