By Audelia Boker, VP Marketing at Glassbox Digital
It is easy to extol the many potential benefits of automatic digital record, replay and analytics, but what everyone really wants to know about is the real-world examples. So, here are seven of the most exciting, compelling and diverse insights that have improved the relationship between each business and its customers…
- Identifying and eliminating customer struggles
Air Canada, Canada’s largest domestic and international airline is using automatic digital record and replay technology to improve the customer online experience. Digital behavioural analytics and experience performance analytics monitor and record online traffic across the airline’s mobile apps – whatever device the customer elects to use.
This technology is providing crucial insight regarding points of customer struggle that cannot be identified by other systems, allowing the airline to immediately address them and preserve the relationship of trust. It is also used to intelligently identify suitable prospects for the cross-sale of other services/promotions, such as seat upgrades, ensuring these are well-planned and targeted.
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- Tackling customer reluctance to use online services
AXA Global Direct Seguros Y Reaseguros (a subsidiary of globally renowned insurance provider AXA) wanted to increase the number of insurance policies sold online. Instead of growth, the company was seeing a decrease in web sales.
With a digital record and replay solution in place, AXA Global identifies in real time key pain-points and now fully understands its clients’ online interactions. It pours and stores all traffic data into a Data Lake and offers customised offerings to clients, based on their online behaviour. The business can now manage operations more efficiently by seeing what works and what needs attention.
- Fighting fraud to help keep premiums low
AXA Global Direct Seguros Y Reaseguros also wanted to improve its detection of potential fraud (for example, actuarial risk) by identifying visitors who seek lower insurance quotes by changing their answers on the online medical and lifestyle forms. Automatic digital record and replay now flags up suspicious behaviour or transactions.
Another example of fraud prevention using this technology is the second largest bank holding company in the United States. To monitor and prevent fraud, the bank has employed a digital record, replay and analytics solution which stores all transactions, exactly as they are performed, whatever the digital channel. This information is analysed and stored until transactions are cleared through the security channels and flags up any anomalies for immediate investigation.
- Identify and address technical problems
By using digital record, replay and analysis, a prominent UK retail bank flagged up an interesting and potentially costly issue – some of its digital systems struggled to recognise and process special characters from non-English languages, including customer names and addresses.
Once it was aware of the issue and the potential for losing business from frustrated customers, the bank could identify the potential technical issues and enact changes to address them.
- Streamlining the ordering process to increase business
Cal-Israel Credit Cards Ltd offers credit cards to business and private customers using the VISA system. To assess its customer needs and trends, the company had previously used tools such as Google Analytics, application logs, Business Intelligence (BI) systems and media tools – but felt these did not show the complete picture.
To better understand the customer experience, the company decided to use expert digital capturing, recording and analysing to watch a representative sample of customer credit card ordering sessions. As a result, it has been able to make the process more intuitive and customer-friendly by tackling customer pain-points – which has resulted in a highly impressive 280% increase in sales conversions.
- Increasing customer satisfaction and reducing support costs
Gambling games specialist BetVictor required a full understanding of exactly how customers interact with its website, whatever device is used. Using a fully automatic and tamper-proof digital record, replay and analysis solution, the company has been able to pinpoint potential issues and maximise customer satisfaction, as well as improving online record keeping.
BetVictor now fully understands the customer journey and has enjoyed significantly reduced Contact Centre and IT website support related costs, whilst complying with the highest security requirements and not compromising low TCO, time-to-market, usability and performance.
- Encouraging customer loyalty and interest
A leading British Telecom Services Supplier decided to trial an automated digital record, replay and analysis solution to better understand the needs of its customers and the wider B2B market, to retain customer interest and loyalty.
As a lucrative market with big contracts, the company wanted to ensure its business customers had access to a helpful, reliable and enticing online presence. The solution has allowed the company to better understand customer behaviour and react accordingly to any issues or other market forces revealed by these digital behaviours.
Knowing the unknown
These examples demonstrate that there is always valuable insight to be gained from properly understanding your customers and how they interact with your digital channels – whatever customer- facing industry you operate in.
For more details on the latest digital record, replay and analysis solutions please visit www.glassboxdigital.com