Without them, we would have no data to analyse or numbers to show. It is the people behind the word “technology” who allow this sector to continue to advance in leaps and bounds. They are the ones who make concepts like “artificial intelligence” or “predictive algorithms” enter the conversations of customer service experts.
And it is this tandem between technology and people that has left its mark in 2023, although its trajectory goes back a little further. Today, Beatriz sat down with the Contact Center Hub team to share more trends that will arrive next year, other lessons that we also learned from the previous year and the next steps that, as a sector, we must take together.
1. How would you define the evolution of 2023?
Beatriz de Tena, CEO of WalmericOver the course of 2023, we have witnessed significant transformations in the lead management sector. We have seen the consolidation of fundamental concepts such as digital transformation, memorable interactions and automation, which have acquired a leading role as strategies. It is relevant to highlight that these innovations have not only optimized technological processes, but have also made it possible to maintain and preserve the human component in the interaction with technology. This comprehensive approach has set a crucial pattern in the evolution of the sector, highlighting the importance of balancing digital efficiency with the warmth and personalization inherent in human contact.
We have implemented functionalities based on artificial intelligence (AI) in all of the company's processes, which has been a fundamental catalyst that has allowed us to improve the lead tracking and lead scoring processes, thus being able to make more informed and strategic decisions in real time.
Within the framework of these transformations, the concept of nurturing has emerged as a fundamental approach to boost sales and strengthen relationships with users. During 2023, we have observed how the effective implementation of nurturing has allowed us to nurture the highest quality leads on an ongoing basis, providing relevant and personalized information at each stage of the sales cycle.
For all the above reasons, I would summarise 2023 as the year of technological innovation and adaptation to new management ecosystems.
2. If you had to summarise last year's trends in 5 points, what would they be?
Predictive approach , which involves the application of machine learning algorithms where AI analyzes a wide range of variables such as website behavior, content engagement, demographics, and browsing history to calculate a quality score for each lead. This allows for more accurate allocation of resources as efforts can be focused on those leads that have a higher probability of converting into customers.
Multichannel and Omnichannel: allows for continuous interaction across multiple channels, ensuring a fluid experience. This implies coexistence between all available channels, making it easier for them to start and continue conversations without interruptions. To achieve this, it is necessary to integrate technologies that synchronize data and manage interactions centrally at all points of contact.
The integration of solutions such as chatbots and virtual assistants was a key trend. These systems offer fast and personalized responses, improving the user experience by effectively guiding leads towards conversions. By providing instant attention and guidance across multiple channels, these systems streamline the sales process and improve operational efficiency.
Real-time personalization, which involves delivering content and experiences tailored to each user’s specific needs and interests at the exact moment they interact with the brand. This is based on real-time data analysis, user behavior, and the context of the interaction, allowing highly relevant contact methods, messages, and offers to be offered, thereby increasing the likelihood of conversion.
With the rise of cybersecurity and data protection, businesses are now prioritizing the implementation of stronger security measures. This includes adopting advanced encryption technologies, implementing stricter access policies, and training staff in cybersecurity practices. This has become a top priority, not only for ethical reasons, but also due to regulations, such as the GDPR in Europe and similar laws in other regions around the world.
3. What challenges do you have in mind for 2024 and how do you plan to face them? What are your objectives?
We are faced with the challenge of staying ahead in a malaysian whatsapp number dynamic and highly competitive business environment. Constantly evolving user expectations and a market characterized by intense competition are factors that we must address with agility. Our goals for this year include improving the effectiveness of lead management processes by implementing AI algorithms aimed at optimizing digital lead generation and processing.
In the first phase, we managed to avoid generating leads with a low propensity to sell and the consequent reduction in costs of lead acquisition and processing, in addition to optimizing sales channels. What we try to do is identify the highest quality traffic, that is, with a higher propensity to sell, and segment our users, which allows us to personalize the sites in real time to promote sales and optimize campaigns.
At a later stage, we will achieve sales improvements thanks to funnel optimization once we know the behavior of the leads and their probability of conversion. We believe that this is the year to consolidate our path in Conversational AI with products such as the exhaustive analysis of agent/customer conversations, assisted call coding, real-time transcriptions of calls so that this data can recommend products in real time, conversational assistants for assisted sales, etc. Our goal is to improve agent productivity in order to consequently optimize lead management and increase sales.
And if we start talking about the future, what trends do you think will be most relevant in the CX environment?
In recent years we have witnessed a transformation in the purchasing user. The high penetration of Smartphones has meant that customer service channels have multiplied and users demand immediacy, quality and resolution. We are prepared to help our clients manage this type of lead with this new demanding, informed and time-poor profile.
Additionally, we have native digital users, who we must see as a great opportunity to innovate in our processes and integrate digital channels. I believe that the trends would be the following:
Advanced data analytics is a vital tool today for gaining a deeper understanding of customer behavior and preferences. By using techniques such as predictive analytics and trend analysis, businesses can extract valuable insights from large data sets. This allows them to identify behavioral patterns, anticipate customer needs, and adjust their marketing and sales strategies.
Intelligent automation plays a crucial role in improving customer experience. Through the use of technologies such as artificial intelligence and machine learning, organizations can automate repetitive tasks and complex processes at all stages of the customer journey. This not only increases operational efficiency but also enables faster and more personalized customer service. For example, AI-powered chatbots can provide immediate responses to customer queries, while recommendation systems can offer personalized product or service suggestions based on each customer’s individual purchase history and preferences.
Cookieless environment : Users are concerned about the privacy and security of their data, which has led browsers to implement stricter restrictions on its use. Companies must look for new ways to collect data in an ethical and transparent manner. This may involve using techniques based on explicit user consent, as well as developing marketing strategies based on First Party Data and contextualization, rather than relying exclusively on third-party cookies.
5. The concept of “people centric” is increasingly being discussed. How does technology help to ensure that the human factor remains relevant?
In the concept of “people centric”, technology is a strategic ally to enhance, rather than replace, the human factor in interactions with users. Hyper-personalization and intelligent automation are essential tools that help by providing a human touch to maintain a constant commitment to authenticity and empathy.
In line with users' new consumption habits, we know that they now expect a unified response through various communication channels, whether in online or offline environments. To meet these expectations, we rely on technology as a facilitator to provide the necessary tools and get closer and closer to the user with greater precision, putting them at the center, impacting at the ideal moment with the right message.
Our approach is focused on meeting their demands, guiding them towards purchase and thoroughly understanding their buying process. Technology, backed by data, detects, processes, analyses and interprets this information, giving us the opportunity to go beyond simply capturing leads. This allows us to build relationships, ensuring that they last over time.
6. In general terms, what direction do you think the sector is taking? Towards what horizon is it leading us?
Today, the evolution of the sector is characterized by greater technological integration . As I have mentioned throughout the interview, hyper-personalization and artificial intelligence emerge as essential elements for the optimization of our strategies . However, what stands out even more is the shift towards a more comprehensive approach, incorporating ethical and sustainable considerations in environments that are also cookieless and protect the user.
This paradigm shift reflects a commitment to social and environmental responsibility, recognizing that long-term success is not only measured in technological terms, but also in terms of positive impact on society.
I believe that this path leads us towards a horizon where technology and human beings coexist , creating more valuable and lasting experiences. This enriching and people-centered scenario not only represents the cutting edge of the sector, but also the construction of deeper and more meaningful relationships with potential customers.