We’ve all experienced struggle in our day-to-day life as consumers. The struggle can be any number of things, such as adding something to your cart to find it out of stock or receiving product suggestions that have no relevance to you. As I write this, one of the UK’s largest retail bank’s online and mobile systems are unavailable, keeping me from viewing my account and making transfers – very frustrating for such a critical service.  All of these examples create friction in the user experience, reducing the perception of a brand and leading to sharing negative experiences with friends, family, or voicing it on social media.

What is Customer Experience?

Customer experience (CX) covers every aspect of a customer’s journey with your brand (first contact to becoming a happy and loyal customer.) It is a holistic perception a customer has for your brand or service irrespective of the engagement channel. It is what drives a customer to keep coming back to your product and ultimately become a brand advocate. Delivering a remarkable customer experience depends on how you, as a brand, interact at every touchpoint, like sending an email after a customer has made a purchase from your store or even the amount of customer rep’s attention while solving a problem; everything matters.

Why does Customer Experience Matter?

With the rise of on-demand and quick delivery/shipping services, customers have come to expect and demand more. They want things faster, such as having items delivered within 24-48 hours. This raises customer expectations everywhere and ultimately increases the chances of frustration when it doesn’t happen. This is reflected in market research.

Unica Discover- Customer Experience and insights

79% of digital experience professionals rate the customer experience they provide as very or extremely high priority. Great that these see the importance, but also leaving 21% who don’t! 90% of those same professionals admit that they lack the deep insights into why users are doing the things they do. By the end of 2020, customer experience will overtake price and product as the key brand differentiator. As a brand, this means that if you’re not already focusing on optimizing the customer experience, you may lose customers to competing brands that are making this a priority.

What if you could see those experiences? What if you could understand those who had them and what the business impact was? What if you could capture that person or that audience and proactively resolve the poor experience encountered, improving customer conversion and engagement at the same time? All of this can be achieved by analyzing and having access to your customer insights.

What are Customer Insights?

Customer insights are about analyzing the quantitative and qualitative data gathered from customer feedback and other informational sources to make informed, data-driven business decisions. The goal is to identify behavioral trends to improve the effectiveness of marketing, sales, and any other service initiatives. Everyone does enjoy a personalized experience, and having access to customer insights ensures the product aligns with the customers’ expectations. But you must have the right set of tools to enable this process.

Introducing Unica Discover

With Unica Discover, all of this is achievable and more. By capturing the user experience as it happened and quickly identifying sessions that experience user struggle and diagnose pain points, you can mitigate negative user experience and identify and proactively retarget users through marketing or recovery campaigns.

Unica Discover- Statistics and Analytics

Through that same data, you have the capability to analyze behaviors, enabling you to improve the user experience, providing visibility into user struggles and their financial impact on the business. All of this gives you the power to visualize the experience and journey your users take, gain insights into how they interact with your site, and identify where the top pain points are. You can then resolve and mitigate those experiences whilst identifying the business impact and opportunities that present themselves.

Benefits of Unica Discover

The insights generated by Unica Discover can be used across your business in different departments to help ensure the experience you provide across channels is a positive one. Marketing can use the data to direct campaigns, analytics, and commerce teams to drive traffic and improve conversion. Call center teams can reduce time to resolution by understanding caller issues more quickly and product teams to identify new revenue opportunities.

Unica Discover

As the customer becomes even more empowered, it increases the importance of the customer experience. Customer experience is an area that needs constant nurturing and care, and, with a greater focus on formulating your customer experience strategy, companies will realize a positive impact on customer loyalty, higher retention, decreased churn rate, increased conversion, and increased revenue growth. For more information on how HCL’s Unica Discover can help you gather valuable customer insights, you can watch the related webinar on Unica Live.

Unica Discover- Join the Webinar

Or, visit our webpage at Unica Discover.

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Further Reading
Marketing & Commerce | November 17, 2020
Unica Named a November 2020 Gartner Peer Insights Customers’ Choice for Multichannel Marketing Hub.
HCL Software is excited to announce that Unica, a leading enterprise marketing solution, has been recognized as a November 2020 Gartner Peer Insights Customers’ Choice for Multichannel Marketing Hub (MMH). Our team at Unica takes great pride in this distinction, as customer feedback continues to shape our products and services. In its announcement, Gartner explains, “The Gartner Peer Insights Customers’ Choice is a recognition of vendors in this market by verified end-user professionals, taking into account both the number of reviews and the overall user ratings.” To ensure fair evaluation, Gartner maintains rigorous criteria for recognizing vendors with a high customer satisfaction rate. Here are some excerpts from customers that contributed to the distinction: “A solid product with deep user community and good integrator expertise in region.”- Head Of Marketing Data & Analytics in the Finance Industry “HCL Unica is a great Campaign Management tool which generate good revenue for organisation.”- Senior Manager in the Services Industry "HCL Unica is a great ROI Marketing Automation tool.”- Associate Director in the Manufacturing Industry Read more reviews for Unica here. Everyone at Unica is deeply proud to be honored as a November 2020 Customers’ Choice for Multichannel Marketing Hub. To learn more about this distinction, or to read the reviews written about our products by the IT professionals who use them, please visit the Customers’ Choice announcement. To all of our customers who submitted reviews, thank you! These reviews mold our products and our customer journey, and we look forward to building on the experience that earned us this distinction! If you have a Unica story to share, we encourage you to join the Gartner Peer Insights crowd and weigh in. The GARTNER PEER INSIGHTS CUSTOMERS’ CHOICE badge is a trademark and service mark of Gartner, Inc., and/or its affiliates, and is used...
Marketing & Commerce | November 12, 2020
Manage TVC-Grid Validation in Unica Plan – A Systematic Way
Marketers are always looking for tools and processes to manage their marketing operations, streamline workflows, optimize the budget spend, resources, and manage other marketing assets. MRM is a single solution that can take care of all your needs, from strategic planning to executing a certain marketing activity and ensuring that consistency binds the team together. Unica Plan is the solution that Unica Suite offers to manage all your marketing needs and activities. HCL Unica Plan (Formerly known as Marketing Operations) supports the feature called Tabular View Control (TVC) Grid, where the marketer can choose and arrange the different attributes like Text, Numeric, Date, etc. which they want to use for tracking their business activities. Grids are mainly used for collecting data, in the user interface, it appears like a table or a list. You can enter data into the cells of the grid according to the selected attributes and their data type. Apart from this, the product supports the customization of grid attribute(s) with validation; for example, the attribute should start with a specific character/word OR attribute should not allow entering beyond a certain limit OR attribute should only allow data between a certain range, etc. “com.unicacorp.uap.grid.validation.plugin.GridValidatorPluginImpl” validator is delivered with HCL Unica Plan which can help you to define the validations on-grid attribute(s). This validation plug-in supports two types of rules. ROW: row-level rules are executed first. GRID: grid-level rules are executed after row-level rules. HCL Unica Plan ships with the following sample rules. BeginsWithRule DateCheckRule RangeCheckRule UniqueCheckRule This article will help you to understand the grid validation, data validation rules, and how to implement the ROW level validation using the "BeginsWithRule" rule with the Text Single Line Type attribute. Let’s follow the step by step approach to learning the validation. Create the new grid frame using the Form...
Marketing & Commerce | October 1, 2020
Configuring HCL Unica Campaign with Amazon Redshift Database
Marketers these days are more involved and skilled with using data than ever. The customer information is gathered, stored, and retrieved from a central database, and it is increasing exponentially. It helps facilitates the marketers to make more specific and targeted marketing communications and create more personalized experiences for the users. But database management and handling is no easy job, and Cloud databases and Database as a Service (DaaS) platforms are becoming more popular in enterprises. Amazon Redshift is a known name among them. What is Amazon Redshift? Amazon Redshift is a fully managed petabyte-scale cloud-based data warehouse product designed for large scale data set storage and analysis. The current trend in the market is to use cloud-based database service, and the HCL Unica Campaign is well-versed to have integration with such services. In this article, we are going to find how easy it is to configure the HCL Unica Campaign to make use of Amazon Redshift as a user database using Amazon ODBC Driver. What do you need as a Pre-requisite? You would need below pre-requisites to start configuring Unica with the Amazon Redshift database: HCL Unica Campaign application, which needs to be integrated with Amazon Redshift Database. Amazon Redshift Details: Cluster Name, Database Name, User Id, Password (You will get all these details when you purchase a contract for Amazon Redshift.) In Unica UI, under Settings->Configuration, under node "Affinium|Campaign|partitions|partition1|dataSources", make sure that a datasource template for "(PostgreSQLTemplate)" is already added and you should be able to create a datasource using this template. If HCL Unica suite is installed on Unix based OS, install unixODBC 2.3.x on the server on which Unica Campaign listener is installed. Supported ODBC Drivers To integrate Unica Campaign with Amazon Redshift Database, you can either use PostGreSQL ODBC Driver or Amazon ODBC Driver. To...
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