In this use case, we will differentiate (read: segment) between groups of customers. Meaning that different subjects are shown to the segments, given their interest/background.
In the banking example, this distinction is between “private customer” and “business customer”. This is visualized by the “personal” and “business” tab in the bar at the top.
The idea here is that depending on a high-level selection (like customer type) scheduling possibilities differ. Meaning that a private customer will expect different conversation topics than a commercial customer.
Pexip Engage enables this for its customers through Lead Segments: a Lead Segment Code can be passed along when triggering a scheduling flow. Consecutively, only those subjects and meeting types that are allowed by this ‘filter’ will be available.
The purpose of these Lead Segments is twofold
- Only show relevant services for a certain customer Example: offering B2B services to a B2C customer only leads to a suboptimal & confusing experience)
- Restrict what services you want to offer to certain customers & restrict through what meeting channels you want to communicate about those topics Example: you would only allow existing customers to have account management or membership meetings, not to new prospects Example: offer a high-value customers that are interested in investments the possibility to schedule an appointment, where the agent to come to their home - while for a low-value customer you would only offer an in-branch meeting
So what does this mean practically?
- Well, the difference with a default scheduling flow is that in the default flow every possible category and meeting subject is shown, and the end user can choose from all of them. If we pass a Lead Segment (Code), only those subjects (and channels) that are allowed under this segment will be shown. So the subjects from which the end-user can choose are only a selection from the total list.
- In the banking case, there could be meeting subjects “personal loan”, “life insurance”, “commercial loan” and “liability insurance”. Of course, only business customers should have access to these latter two subjects, whereas only private customers should get the first two ones. This is easily enforceable through the use of Lead Segments.
- In Pexip Engage we configure a Lead Segment “B2C_Categories”, under which subjects in the B2C categories are allowed. Another Lead Segment “B2B_Categories”, has the business-related categories (and its subjects).
Note: not all the subjects within a certain category should be enabled by a Lead Segment, we can also configure a subset of the subjects.
Now, when an end-user is visiting the ‘Personal Customer’ page, clicks the <Schedule an appointment> CTA, the Lead Segment parameter is passed along. Pexip Engage now starts up and checks what parameters are included, and applies the rules that these parameters enforce.
In this case, the Lead Segment will enforce or limit what subjects are available for scheduling.
Summary
So with one simple parameter, an Engage customer can split his service or product offering per group of user or type of visitor. You can make an unlimited amount of Lead Segments - that are non-exclusive. Allowing to further drill down on specific use cases & segments of customers.
- Example: sometimes you only want to know whether a customer is B2B or B2C oriented. But, you can also specify a B2B Lead Segment for existing customers that have a high-value net worth for the company. Basically, you can even specify further within a broader Lead Segment (“B2B” vs. “B2B_Existing_Customer_High_Value”)
