This document discusses the scope and benefits of interaction analytics. It notes that customer experience (CX) standards have risen and promoting customers are much more valuable for companies than detractors. However, it is getting harder for companies to keep up with these rising CX standards across different customer touchpoints. Interaction analytics can help fill gaps by providing insights into customer journeys, preferences, and feedback to improve performance, compliance, demand management, and service design.

1. The Scope & Benefits Of
Interaction Analytics

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CX Has Set New Standards

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The Bar Rises On CX Standards

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“We found that compared to detractors,
promoters are more than five times as
likely to repurchase from a company,
more than five times as likely to forgive a
company if it makes a mistake, more than
seven times as likely to try a new offering
shortly after its introduction, and that
they recommend the company to about
four times as many people”
Why This Matters

5. Getting harder
to keep up

6. T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s
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The Gap
C o n t a c t
C e n t r e s
O t h e r
To u c h Po i n t s
Service Design
Speed of Innovation
Low Effort Engagement

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How Much Effort?

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How Much Effort?

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Understand Journeys?

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T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s
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Remains Inconsistent

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Understand Preferences?

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Channel Multiply, Seldom Die

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Priority = Consistency
Cross Functional VoC

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Need A Feedback Loop
C o n t a c t
C e n t r e s
O t h e r
To u c h Po i n t s
What
Matters

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C o n t a c t
C e n t r e s
O t h e r
To u c h Po i n t s
What
Needs
Fixing
Need A Feedback Loop

16. u p s t r e a m d o w n s t r e a m
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s
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“Has my claim been accepted ?”
u p s t r e a m
LitigationComplaint
2+ Time
Resolution
Multiple
Transfers
1st time
resolution
d o w n s t r e a m
Inbound
Situation
Is Recognised
Outbound
Need
is anticipated
Need is
removed
A Typical Example

17. u p s t r e a m d o w n s t r e a m
T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s
© Brainfood Consulting 2016
1. Need to phone and find out
2. Automated, instant confirmations triggered
at each stage of claims workflow
u p s t r e a m
LitigationComplaint
2+ Time
Resolution
Multiple
Transfers
1st time
resolution
d o w n s t r e a m
Inbound
Situation
Is Recognised
Outbound
Need
is anticipated
Need is
removed
A Typical Example

18. Legacy MI remains
blind to customer experience

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Where Can Analytics Add Value?

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Performance & Quality

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Compliance

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Demand Failure

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Omni-Channel Optimisation

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Service Design

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Voice Of The Customer

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T h e S c o p e & B e n e f i t s O f I n t e r a c t i o n A n a l y t i c s
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martin@brainfoodextra.com