From its history of managing postal mail, Pitney Bowes has expanded into products for data management, analytics and location intelligence, as my colleague Mark Smith noted. Continuing this expansion through internal development and acquisitions of vendors such as Portrait Software and RTC, it has added to its portfolio products that include customer information management and customer engagement.

I have long maintained that companies can’t really improve customer engagement unless they know their customers. To get to know them they need systems that can extract fromvr_Customer_Analytics_05_dissatisfaction_with_customer_analytics all their data stores and analyze all forms of customer data. In this effort, our benchmark research into next-generation customer analytics shows, the most common impediment (for 63% of organizations) to applying such tools is that the data is not readily available. Pitney Bowes addresses this and related issues through Customer Information Management, a suite of products that provide data management and integration, data quality and customer analytics and enable companies to do customer analysis based on a range of data sources. As yet it doesn’t work with many unstructured sources of customer data such as call recordings and text-based records, which are needed to complete the full view of the customer to support information-driven decisions and actions.

For me the most interesting features are found in its suite of Customer Engagement products, which although having document management at their core are being developed to include an array of channels of engagement and handling of interactions across the enterprise. Pitney Bowes says that it has a five-year plan to create a single platform that will support omnichannel customer engagement across assisted and self-service channels throughout the customer life cycle and across the enterprise; the primary goal is to help users increase customer lifetime value. Recently the company announced the latest release of a key component, EngageOne Server 4.0, which will be the foundation for the complete platform. EngageOne Server enables companies to manage all aspects of producing electronic documents and delivering them to customers through a variety of channels. It includes capabilities to create and manage document templates, author and approve text-based content, produce required content as a batch process, on demand or interactively, and deliver the content in print, fax, email or SMS forms or on the company’s website. All of this content can be stored securely for later retrieval and use. Release 4.0 adds several new features to enhance functionality and make it easier to use, more scalable, accessible and secure, and cloud-ready.

The first non-text-based channel it supports is personalized interactive video (PIV). This comes by way of the acquisition of RTC and to my knowledge makes Pitney Bowes the first vendor to support this as a self-service channel. The concept is simple: Instead of making a phone call customers connect to a voice-activated video that enables them to have an interactive dialogue in much the same way as talking to an agent. The dialogue can include a real person or an animated character asking questions or presenting answers, video clips, links to other shared content such as a website and presentation of content such as a document. It can change dynamically depending on information provided or the customer’s responses to questions, so that with the right programming the interaction can be personalized for the caller and the issue.

The interaction thus can take many forms – a Q&A session, a request for information, a complaint about a product or a query about a bill. Here is a relatively simple example: The caller provides his or her name, asks a question about the latest bill, is presented with an image of the bill and then engages in a Q&A session to resolve the issue using the bill to focus the dialogue. In trying the system, I found it easier to use than touch-tone or visual IVR, more engaging than a video call and more satisfying than speech-activated software-based agents. However, I caution companies choosing to work with this channel to create such videos with the customer in mind, ensuring that it supports what customers want to do and how they want to do it, rather than as a means of trying to reduce the cost of handling interactions.

Our benchmark research into next-generation customer engagement shows that companies have three main challenges in providing customers with the omnichannel experiences they expect: It is difficult to integrate systems (for 49%), channels vr_NGCE_15_supporting_multiple_channelsare managed as silos (47%), and responses to customers across channels are inconsistent (39%). Addressing all these challenges is not easy, as I explained in a recent perspective about the technologies required to deliver EPIC customer experiences. The Pitney Bowes products have capabilities that can help address these issues, including tools that  integrate with third-party products and other tools for collaboration that enable users to share information and join in the resolution of issues, which has the potential to improve consistency in interaction handling.

EngageOne Server has more work to be a complete omnichannel product, but Pitney Bowes says it is committed to developing it into a comprehensive customer engagement platform that supports consistent handling of interactions across all channels and throughout the customer life cycle. My research shows that video calling is a channel likely to take off as consumers use video calls to engage with each other. PIV innovatively builds on video calling and has the potential to accelerate adoption of interactive self-service.

As I recently wrote I advocate customer lifetime value as a key customer experience metric, but it is not easy to calculate. Pitney Bowes has a development program in place to create products that should help companies meet these objective so I will keenly watch how it develops both its customer information and customer engagement products and recommend that companies seeking to improve these aspects do likewise.

Regards,

Richard J. Snow

VP & Research Director

At the end of last year, I wrote about Interactive Intelligence’s release of a new service, PureCloud. It was the company’s first step into the multitenant cloud computing market, using Amazon Web Services and aimed at small-to-midsize contact centers. To help companies understand the different cloud-computing models, I provided answers to Interactive Intelligence questions on the advancements of these approaches for business.

Since then the new CMO, Jeff Platón, has led the company’s overall change to focus on customer engagement, in particular in omnichannel management. From a product perspective, its strategy continues to be  built around supporting three products: CIC, its established on-premises product; CaaS, its proven single-tenant cloud product; and PureCloud. The PureCloud platform provides a distributed cloud architecture, a common user interface and integration capabilities to a variety of third-party products. It is also the foundation of three other products: Collaborate, Communicate and Engage.

vr_NGCE_Research_06_changes_to_improve_engagementOur research into next-generation customer engagement finds that one of the biggest challenges companies face in trying to improve customer engagement is the number of employees involved handling customer interactions. It also shows that in an effort to overcome this challenge, companies are planning to deploy collaboration and mobile applications. PureCloud Collaborate includes both. It provides real-time chat, videoconferencing and desktop sharing. It enables users to find people, documents and chat histories, and groups to share information and work together, for example in editing documents. By supporting mobile devices it allows users to carry out these tasks away from their desks. The core of PureCloud Communicate is an advanced IP-based PBX that supports auto-attendant (automated transfer of calls to a selected extension), call recording, speech recognition and unified messaging. Used in combination, Collaborate and Communicate enable employees at multiple location, including mobile ones, to work together on customer interactions.

Interactive Intelligence recently announced general availability of PureCloud Engage, the third product running on the platform. Engage supports a range of capabilities including multichannel interaction routing, speech-enabled IVR, outbound campaign management, workforce optimization, CRM integration, reporting and data analytics. Each of these is still in early stages of development, but the company says that it plans to develop them quickly to support omnichannel customer engagement. As I have written on several occasions, achieving such a goal is not easy for enterprise companies and vendors alike. For enterprises it is a necessary goal because done properly it can deliver the kind of engagement consumers have come to expect. and as it develops, PureCloud should enable companies to meet those objectives.

To give its customers the broadest choice for deployment, especially those that are skeptical about cloud computing, Interactive Intelligence must continue to support three product lines. CIC and CaaS are mature products with extensive capabilities, but they will need further development to keep up with market expectations. I believe that cloud-based services such as PureCloud are the future because they address key company objectives: more manageable costs, less demand for in-house, highly skilled IT resources, faster deployment, quicker delivery of business benefits and the ability to innovate in customer engagement.  Innovation is, I believe, the most important because as the Internet of Things digitally enables more kinds of devices to be connected, it is likely to disrupt what have been stable processes – paying for goods and services, using credit cards, travel, self-service and engaging with companies. This in turn will drive greater convergence between marketing, sales and service. I therefore recommend organizations planning for this future should assess how Interactive Intelligence PureCloud can help in those efforts.

Regards,

Richard J. Snow

VP & Research Director

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