Cisco announced their plans to acquire CloudCherry to bolster their contact centre portfolio. Launched in Chennai in 2014, CloudCherry is a customer experience (CX) management startup that helps organisations understand the various factors influencing CX. CloudCherry has employees in Chennai, Bengaluru, Singapore and Malaysia, besides the US and their team of around 90 employees will join Cisco’s contact centre solution practice as part of the acquisition
Using artificial intelligence (AI) as the underlying solution to CloudCherry’s open API platform allows for various customer data sets from CRM systems to other communication touchpoints in the contact centre to be analysed in real-time for the organisation to deliver a personalised CX. When agents can understand what is taking place in real-time and when the contact centre team has one integrated point of data injecting analytics, improving the ability to drive greater loyalty and eventually higher revenues.
Some of CloudCherry’s offerings are:
- Measuring customer journeys. CloudCherry provides the opportunity to follow the customer across 17 different channels, driving contextual real-time conversations with customers on the channels they choose. It is important to understand the micro journeys – for example, their customer PUMA sells products online and in physical stores and may have two micro journeys in addition to an overall customer journey map for:
- Online customers
- In-store customers
- Blended customers
- Predictive Analytics. Their predictive engine is based on customer feedback, their actions and their purchasing data. With advanced predictive analytics, CX teams can derive what is needed to increase the ROI.
- Questionnaire builder. They have the capability to respond to feedback collected from surveys in real-time. There are set conditions for survey questions so that when triggered by customer response, the concerned employee or department is quickly notified regarding it. For instance, when a customer gives a low rating on store cleanliness or staff behaviour, an alert can be immediately sent to the concerned employee to follow up and take corrective action. At the same time, even positive feedback can be noted in order to recognise and reward employees.
- Sentiment Analysis. This helps organisations tap into machine learning and deep learning to identify customer sentiment associated with open-text responses and brand conversations.
These are just some of the applications and tools the CloudCherry platform offers to their customers.
Leading with data will be critical to driving personalised CX
CX decision-makers and buyers of contact centre and CX technologies have an important role to play in the next few years to look at re-inventing how they view CX. This means re-looking at the ways they have been running contact centres in the traditional way and making investments towards the cloud, machine learning and predictive analytics.
- By having rich analytics, mobile conversation through the app can be richer. A Mobile-led CX approach is key in today’s world where most people spend hours on a phone.
- Issues can be prevented before they happen if in-store transactions are monitored and dissatisfied customers can be identified. The organisation has the ability to reach out to the customer through any touchpoint to mention proactively that they are aware of the issues that just happened and what they can do to help solve the negative experience. Proactive notifications demonstrate how a brand takes it, customers, seriously
- Leveraging AI as the underlying platform to understand customer behaviour is going to be the next battleground for CX vendors. The challenge so far has been that many organisations have invested in several data and CRM tools from various vendors. When agents have to view customer information, they are dealing with data in an unsynchronised format. This explains why when we contact a contact centre, we sometimes have to repeat ourselves and state the problem we are facing. Or worse than that, the agent has no idea that we had a problem a week ago and spoke to 2 agents. These frustrations are real and still happen today.
- Contact centre of the future will not be reactive but proactive in helping understand customer sentiment in real-time to make the necessary adjustments and actions needed to solve the issue the customer is facing. The deep analytics platform for CX also means that agents will be empowered with information and bots can be placed to help agents say the right things or make suggestions to customers. The use cases to help deliver personalised CX are enormous.
This is an important and good acquisition for Cisco. Cisco has a vast set of customers globally and in the Asia Pacific region in the collaboration, voice and contact centre space. This acquisition marks how they are investing in enhancing their existing contact centre portfolio to use machine learning, cognitive and predictive analytics to alleviate their offerings. The contact centre is a key part of Cisco’s larger collaboration portfolio.
According to the company, Cisco products support more than 30,000 contact centre customers and more than 3 million contact centre agents around the world. Vasili Triant, VP and GM of Cisco Contact Centre solutions mentioned in a blog recently that the acquisition will augment Cisco’s contact centre portfolio with advanced analytics, journey mapping and sophisticated survey capabilities whether their customers are using Webex Contact Centre in the cloud or their hosted and on-premises solutions.
The market for predictive analytics and customer analytics in the contact centre and across the CX segment will be big and we are at the beginning of a new era of organisations using data as the platform to deliver a new way of engaging with customers. CloudCherry offers a CX management platform that uses predictive analytics to derive insights for contact centre agents. The market for deep analytics is becoming an important area of investment for organisations as a way to decrease customer frustration. It is by applying analytics before, during and after the call that will allow contact centres to deliver a personalised CX as was mentioned in my last blog. This is the reason why a data-driven culture will be key to driving rich outcomes for the contact centre. Contact centres will have to lead with analytics so that every experience across every single touchpoint the customer has with the brand is analysed and observed in real-time. We will see many contact centre vendors and players in the CRM space acquire companies with capabilities like what CloudCherry offers.