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
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Cloud Native, Marketing & Commerce | January 8, 2021
Unica Discover is Cloud Native!
Cloud-native is the biggest enabler of the generation and helps you to deliver business value by providing you the flexibility to quickly incorporate user feedback for continuous improvement. With the latest feature release, Unica Discover has become cloud-native. Why go Cloud-Native? Cloud-Native applications have several advantages over typical on-premises deployments. Unlike traditional applications, Cloud-Native application resources are automatically provisioned and released with an on-demand allocation of infrastructure. With auto-scaling, complex up-down process needs are addressed, and resources are paid for on a need-only basis. Container-based platforms decrease the time taken to deliver new products and services to market.  HCL understands the customer's needs to have a stable infrastructure that is also primed to scale up or down based on the times of the year. Reduced cost through containerization and the ease of managing the infrastructure will translate to a better customer experience. Unica Discover Is Dockerized! Along with the traditional on-premises solution, Unica Discover is now cloud-ready for any infrastructure options with Docker containerization. With this, Unica Discover has become more flexible, scalable, and manageable, leveraging the Continuous Integration / Continuous Delivery (CICD) model. Dockerized CICD upgrades will allow upgrades, features, enhancements, and fixes to be delivered to customers more frequently and reduced time for testing and deployment! A traditional Unica Discover deployment has Linux components (DNCA and Packet Forwarder) and Windows components (Routing, Processing server, Reports, Replay server, and DB server). All of the Windows components can be deployed in one server or distributed across servers for larger-scale implementations, and the servers themselves can be physical or virtual. In the cloud-native deployment, we have containerized these components and provided Docker images for each. The ports required for communication within the different components, capturing data from Packet Forwarder to DNCA, and forwarding that data to Routing are all automatically managed...
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Marketing & Commerce | December 9, 2020
Unica 12.1 – Licensing – Quick Start for Customers
Unica V12.1 has been released to power the next generation goal-based marketing, and Unica v12.1 is the first release to enable an HCL Licensing portal called FlexNet. Once the user deploys the HCL Unica products, they will need to configure required licenses with HCL Unica products to start using them. Without applying for a valid license, the user would not be able to login into Unica environments. Licensing in Unica is to validate products' entitlement and measure the product consumptions based on various units. HCL Unica products support the below license models. Term based licenses Perpetual licenses If you are upgrading from earlier versions of Unica products to version 12.1, you can have the option to take a Perpetual type license for the existing products you are entitled to use. And for new product licenses, you can take the option of Term based licenses. This is flexible as per your entitlement plan. In the upgrade scenario, you could have Term and Perpetual licenses in your entitlements. While you upgrade to 12.1, you should have default entitlements with Perpetual type licenses in your FlexNet account. HCL supports the below type of counting mechanism for products in the HCL Unica suite. Configuring Unica 12.1 – Licenses Once you perform a clean install or upgrade install and tries to login to the Unica application, you would be prompted to enter the license details. Below are the high-level steps to configure the licenses for Unica 12.1. Pre-requisites: Before you start with license configuration you will need to fulfill the below perquisites: Make sure you have FlexNet (HCL Licensing Portal) login details. Login to FlexNet portal. Check if you can see entitlements for the products they are entitled to. Please raise a support ticket if you do see the products in entitlements. You will need...
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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...
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