Based on our close work with many leading global organizations, we're able to foresee that digital transformation will continue to be the overarching theme of the coming year, with mobile strategies, compliance and the move of business (big data) analytics from a siloed to a more cross-departmental approach also being major trends.
- Web and mobile strategies will converge
It is no longer enough to have a dedicated mobile website - in fact, Gartner predicts 20% of brands will have abandoned their apps by 2019 - and some enterprises are even taking a "Mobile First" approach. Separate versions of a site are unwieldy and introduce unnecessary confusion, both when a visitor accesses a site via a different device, or a company is trying to fix a bug on the back end.
- Total recording of digital customer journeys
Contact centers have always recorded telephone calls for training and compliance purposes. More recently, many have introduced analytics to gain insight in to the experience, needs, wants and expectations of customers. Digital teams and marketers are beginning to understand the benefits of adopting the same approach across their digital channels. Technology from organizations such as Glassbox is making it possible to retrieve and replay in full, the exact journeys customers took with them online - exactly as it was experienced by the customer.
- Business analytics will no longer be a siloed solution
Traditionally, analytics has been a way to break down silos and uncover insights. However, these initiatives have been done in isolation with IT, marketing and compliance all running their own analytics systems. We are seeing a strong desire from organizations to move away from this approach, to a more holistic way of viewing digital operations and the customer experience.
- A step toward machine learning and prescriptive analytics
As enterprises are becoming better at understanding online customer behaviors and what drives them, they will start moving to the next step, which is not only to detect and alert you about anomalies, but also to predict if they will become major issues and how to remedy them, via machine learning.
Yaron Morgenstern, CEO at Glassbox comments: "By working with leading brands around the world, we are confident digital transformation will continue to be a strategic process, looking to the past, as well as what is happening in real-time and making improvements, both at the front-end and in the back-office to deliver performance gains. We at Glassbox are excited to have the privilege to be working with the largest organizations in the world, helping them to meet needs that are driven by new regulations, the continual pressure of market forces and the understanding of the capabilities new technologies present."
Glassbox empowers organisations to manage and optimise the entire digital lifecycle of their web and mobile Customers. Leveraging unparalleled big data, behavioural analytics and record-replay capabilities, Glassbox enables enterprises to see not only what online and mobile Customers are doing but also why they are doing it. Most importantly, Glassbox informs and facilitates action based on those insights that can lead to enhanced Customer Experience, decreased Customer disputes, and improved regulatory compliance.
Learn more at glassboxdigital.com