Posted 27 October 2014

Announcing our whitepaper on connecting the online and offline customer journey

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In the digital age, what role does voice have to play in the customer journey as your customers move from online to offline? We’ve been on a mission to find out the truth – unearth what matters to the consumer and how voice can improve the overall customer experience.  We are also exploring how the evolution of call tracking into Call-based Marketing Automation can help leverage the data and insights from the online journey to improve the experience as the customer picks up the phone.

For some time, we’ve been carrying out a major piece of international research – polling 4,000 

US and UK consumers on the role of the phone call in how they interact with brands. Our research looked at the five key elements of the customer journey:

  1. The online to offline experience
  2. Building a customer profile
  3. The human voice as the relationship milestone
  4. Building brand equity
  5. Creating a seamless experience for the customer

During the survey, the questions we asked the cross-section of modern society dissected the role data has to play when a consumer speaks with a customer care assistant, as well as how the individual can relate to the call centre operator. The key results? 70% of respondents said that speaking to an operator on the phone, gives them peace of mind and confidence that they are getting exactly what they want. What do consumers want? At ResponseTap we know that all consumers really want is a better experience.

One of the most fascinating observations from this research was the way in which each of the various age groups’ motivations for valuing the human voice on the phone is different. Younger, more time poor age groups need to verify facts with someone over the phone – step up a few age brackets and you’ll find that it’s not cutting to the facts, but speaking to someone on the phone for reassurance that matters.

The need for voice in the customer journey transects age, location, gender and lifestyle.

If voice is the relationship milestone, then the way in which we use voice in the customer journey is critical. The data is clear – customers hate being passed from pillar to post and a better informed call center operator brings reassurance and efficiency to the experience. Once the experience is over, a part of our research looked into the ways in which individuals consider a brand once they’ve interacted with it – through social or word of mouth within their own communities.

Blind spots in marketing data isn’t the problem – not being able to make actionable decisions because the data is incomplete is the issue. When data misses key facts from offline interactions, marketers find themselves doing the guesswork and the quality of the customer journey is compromised. 

We’re excited to see how we can learn more from the data, to summarise the findings our whitepaper is available to download as of today.

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To read our report, learn more about the whitepaper or contact someone at ResponseTap for more information, read the full whitepaper here.

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