Gartner defines the CRM Customer Engagement Center market as a cohesive set of software built around core case management tools, used to provide customer service and support by engaging with customers, while intelligently orchestrating the processes, data, systems, and resources of an organization. CEC applications offer workflow management capabilities and may be used as a system of record for customer interactions. The orchestration of customer service and support processes through a CEC application involves both assisted and self-service moments within customer journeys. It is built around case management records and processes. Workflow is an important CEC component, in terms of an organization being able to orchestrate the processing of customer engagements for the best outcomes in an effortless, effective and timely way. In addition to case, workflow, and knowledge management, personalization and enrichment of customer engagements are crucial.
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Gartner defines sales force automation platforms as AI-augmented tools supporting automation and capture of sales activities, processes and administrative tasks, facilitating initiation, engagement and documentation of buyer-seller interactions through multiexperience and channel-agnostic approaches and devices. They leverage advanced analytics to support actionable insights, tracking and monitoring sales contact, pipeline and opportunity management; guided selling; and forecasting process execution. Optimal UX for sales managers or leadership extends beyond internal use cases, and is scalable to support buyer-seller intermediation and shared prospect/customer experiences. These platforms incorporate AI features beyond add-on products in predictive and prescriptive analytics, ML and NLP, enhancing processes and customer interactions. Sales force automation (SFA) is a foundational sales technology implemented to automate and augment an organization’s core sales processes. Leveraging AI and advanced analytics, it enhances the seller’s ability to engage with customers across various interaction touchpoints and devices. It not only streamlines administrative tasks, but also provides actionable insights for improved sales contact, pipeline and opportunity management.
The social customer service market comprises applications that support social media as a component of an overall customer service strategy. Gartner classifies an application provider as a social customer service vendor if it supports customer service in one or two specific types of function: External communities: Often referred to as peer-to-peer communities, this software enables customers and partners to blog, post, rate products/services and construct ideas, as well as support peer interactions and offer incentives for loyalty. Social media engagement: Going beyond just monitoring social media for brand mentions, these applications are capable of responding to constituents on popular social networks and have case management.