In this use case, customers are connected to the right expert depending on the potential value of this customer to the bank.
- The potential value is based on the data entered in the simulation tool. As such, we identify low, average, and high-value customers. Each of them will be presented with different experts, meeting channels, and availability. By doing so, we ensure that every kind of customer gets treated as he or she should be given his or her potential value to the bank.
- After completion of the simulation, the visitor can click on the <Schedule Appointment> CTA. In this CTA, not only parameters are passed along to shape the scheduling flow, but data is also passed along in the background: the data/information that is used in the simulation is passed in the background as so-called metadata - data that is not being used in the scheduling flow, but that is being associated with it, and that is stored in the database, along with the created appointment.
- This is useful information for the agent, so that when a meeting is scheduled, (s)he has access to the exact data that was used/entered in the simulation.
Now, for the parameters that are passed along to trigger the scheduling flow: if the simulation tool is sufficiently ‘intelligent’, it may contain a lead segmentation filter; users that enter “sufficiently valuable” parameters, are offered preferential scheduling opportunities over users that enter “less valuable” parameters.
The above is very easy to understand with a mortgage simulation on a banking website: someone that simulates a 500 EUR monthly repayment is less appealing than someone simulating a 2.5K EUR repayment. So the scheduling possibilities that these people see should be different, reflecting the potential value add they hold as a customer of the bank.
- Now Pexip Engage uses the Lead Segment parameter for this: this parameter filters the subjects that are schedulable as well as the channels per subject. Subsequently, different availability rules may be configured for those subjects and/or channels.
- The result will be that a visitor that is categorized as “high value” (and so where the CTA has lead segment = HIGH_VALUE_PROSPECT passed along), will be able to schedule (for example) an on location with a senior expert during the weekend, whereas a “low potential” visitor will be able to schedule an in-office meeting with a junior consultant three days from now.
Concrete
3 lead segments are introduced - based on the repayment:
- LOW: Only phone & office appointments
- AVERAGE: Phone, office, video (+ extra availability in the weekend for video in the Antwerp office)
- HIGH: Phone, office, video, and on location (+ extra availability in the weekend for video in the Antwerp office + higher agent seniority)
Summary
So the use of lead segmentation allows the company to structurally distinguish between categories of visitors, prospects and customers, based on their own criteria and measurements, by attaching the right expert with the right visitor, through the right channel. This creates a very strong connection with the (high value) visitor, because (s)he is directly linked with an absolute expert, and - more importantly even - it allows the company to focus its key resources to the high-value visitors.
Note that Pexip Engage does not define or manage the selection criteria: it is up to the customer to define to which segment a visitor belongs, and it is up to an external application (e.g. simulation tool, website, …) to pass this parameter to Pexip Engage.