First-Party Data is Generated by your Contact Centre

Today’s Privacy Regulations and Data Deprecation Requirements Diminish your Data Collection and Use Options.  What to do?

According to Accenture⁽¹⁾, 75% of customers have identified that they are more likely to engage with organisations that: address them by name, uses insight from their purchase history to better engage with them, and provides product or service recommendations reflective of their purchase history.

Organisations can’t engage with customers the way they previously did, while still respecting and guaranteeing their privacy!

Well, maybe that’s not an accurate statement. An omni-channel contact centre with its multiple touchpoints across the customer journey – using a mix of voice, text, SMS, social media, or video – can provide an organisation with the info needed to personalise the customer engagement process. By using tools such as chatbots, biometric authentication, self-service, and natural language processing (NLP), organisations can listen to the voice of the customer (VOC) to gather first-party data and then extract the contextual information needed to complete customer profiles which are foundational to personalisation (1:1 targeting).

Key Factor:Regularly update and validate all info gathered, its accuracy builds customer trust.

By adding this first-party data to the organisation’s Customer Relationship Management (CRM) system, the information can be effectively utilised by all functional areas (marketing, sales, accounting, etc.) both on an individual basis, and when aggregated, enabling personalised communications for others within the same industry.

Listen intently to the voice of the customer (VOC). It provides the data that enables your organisation to better engage with customers and prospects.

Find out more by downloading our sponsored ContactBabel report on Customer Engagement and Personalisation. Get it here now.

(1) 2021 Accenture Interactive,  https://www.accenture.com/us-en/interactive-index