iSelect beefs up customer engagement platform to provide omni-channel interaction

Customers want improved experiences via voice, text, Twitter and chatbots on Facebook Messenger

Scott Wilson
Scott Wilson

iSelect claims it is putting the power of brand interaction back into the hands of consumers as it adopts a cloud customer engagement platform that improves experiences across voice, mobile, Web, social media and messaging.

“What we’re seeing is more and more customers wanting to be able to be served on their terms,” iSelect CEO, Scott Wilson, told CMO. “They want improved customer experiences via voice, text, Twitter and chatbots on Facebook Messenger.”

Wilson said the adoption of Aspect Software’s Via platform will transform the company’s customer engagement model, personalising the customer experience but also automating workflows and increasing self-service interaction. The company will also be able to address consumers’ shifting demands by providing omni-channel interaction, continuity and consistency throughout customers’ buying cycles.

“Aspect will enable us to deliver a consistent customer experience across voice, mobile, Web and messaging platforms, and transform our current customer contact centre from a call centre to an engagement centre,” Wilson said.

Wilson described iSelect’s customer engagement centre as a SaaS offering characterised by native customer service capabilities, a common UI and shared capabilities across components, built upon an open architecture and APIs.

“We have about two million phone conversations a year across our business, but make about 10 million calls to get in contact with those customers,” he said.

“But now, if the customer starts their research on Facebook - by asking friends and family, ‘how do you choose a private health insurer?’- we could private message that customer, send them an SMS with a YouTube clip, and move that to a Web chat. Then ultimately, if they choose us, we can pick that up as an inbound call and we’d still know it’s the same customer. So we’re completely flipping the service model and putting that in the customer's hands.”

According to Wilson, the industry needs to start taking a long, hard look at its customer engagement platforms if they’re to catch up to customer expectations of what personalisation is all about.

“We’re seeing more and more frustration,” he continued. “When you go to a bank, they have your passwords and transactional history, yet don’t know who you are and they move you from one division to another where you have to go through all of the processes again. We’re trying to drive ourselves to an ‘effortless’ customer experience. Not just have login details, but do the matching of who the customer is and then we will provide that information.”

Emerging interaction channels such as chatbots on Facebook Messenger are particularly exciting because they provide service platforms where people can ask queries and get quick responses, Wilson said.

Additionally, he said the partnership with Aspect enables iSelect to realise its vision of becoming Australia’s ‘life admin store’, moving it on from its heritage as a comparison site.

“All of our data shows customers come and review these types of products - be it a home loan, energy or Foxtel - at important life stage events,” he said. “Usually they have changed jobs, had a baby or they are moving. So that triggers the customer reviewing the products and services at that life stage event.

“What we’re trying to do with this platform is to help the customer sort out that life admin in real time, by either easily reminding them, giving them checklists, or serving them when they need it.”

Aspect managing director, Kristen Pimpini, said iSelect is the first customer to adopt the Aspect Via platform globally. The collaboration will enable iSelect to address the increasing consumer demand for digital-first experiences and the constantly evolving needs of its customers, she said.

“iSelect is at the forefront of the change in consumer engagement and the way consumers want to be connected today,” he claimed. “Most people want to be connected via their mobile. They actually want the brand to know who they are at all times, and where they are at all times through the enquiry process. It could be from a new engagement or could be from a current, actual customer.”

Companies who don’t meet the heightened expectations of consumers are losing the loyalty and ultimately the business of their customers, Pimpini added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

brunson5862@mail.ru

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in