Finally! Respond to User Behavior in Real-Time
By Jake Makler on Apr 17, 2019 7:49:00 AM
There has never been any question about the potential value and insights that can be unlocked through session replay (you can find me waxing poetic about it here). Part of that value comes from the emotions that seeing a real customer using the application you designed and having a really good or, alternatively, bad experience can elicit. Whether it’s watching a customer spend 30 minutes designing their perfectly customized shoe, and, in doing so, building an emotional relationship with that item and the brand behind it. Or, on the darker side, watching someone struggle as they try so hard to submit a credit card application only to be denied with bright red error messages or grey-ed out buttons.
When you see a digital experience through the customer’s eyes, it's enlightening. It forces you to empathize and can build a customer focused culture within a company. But ultimately, you still are watching users that have already experienced the issue and abandoned or had to call support for help. Watching the session replays only inspires a desire to reach through the screen and offer a helping hand to the customer, but, alas, it’s too late.
This is one of the reasons why I am so excited about Activate, a new capability that Quantum Metric announced this morning. It enables businesses to turn behavioral data into triggers and respond to user behavior as it is happening.
The old cycle of resolution would look like some form of the following: discover an issue, determine the root cause, find and implement a solution, and measure the results. With Activate, you can take the unique behavioral data and real-time digital insights already surfaced by Quantum Metric and make them actionable within any platform. No more reacting to days or weeks old customer replays--and you don’t have to magically reach through your computer screen either--you can pop a personalized modal with an offer code as an apology or instigate a chat window with a support agent.
By aligning with key technology partners, Activate can be engaged in several use cases, including:
- Personalization: Make custom suggestions based on product or feature engagement.
- Chat Engagement: Understand when to initiate support to certain struggling users based on behavior.
- Survey Interception: Gain targeted or contextual feedback from users who displayed similar behavior.
- Data Enrichment: Pass behavioral information into other analytics tools for alerting, reporting or segmentation.
- …and many more!
We’ll be digging into these capabilities and paired use cases with our partner Tealium in the co-hosted webinar “From Reaction to Real-time Action: Optimizing the Customer Experience,” on April 25, 2019 at 9 AM PT. Join us to learn more about solving the real-time challenge!