Marketing Effectiveness

Submitted by Anonymous on Wed, 06/16/2010 - 08:33
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Increase Revenues and Gain a Competitive Edge

Customer interactions can provide great insight into the effectiveness of marketing campaigns. With NICE Marketing Effectiveness, part of the NICE SmartCenter Suite, your contact center can assess customers’ reactions to marketing efforts and their attitudes toward competitors. Armed with insight, your marketing managers can take real-time action to optimize marketing campaigns.
Contact centers are a main hub of customer interaction. Customers typically call to get service and many of them take the opportunity to ask the service representative about new products, offers or promotions they may have seen advertised.
 
These interactions hold a wealth of insight about the effectiveness of your company’s marketing efforts and customers’ awareness of them. NICE Marketing Effectiveness mines these interactions for customer references to marketing campaigns and promotions and enables you to compare the effectiveness of different campaigns across different media. You can then use these insights to adjust and improve marketing campaigns and maximize their return on investment.
 
NICE Marketing Effectiveness also collects valuable business intelligence. It identifies competitors’ names mentioned by customers and customer sentiment toward those competitors. You can use this data to combat rising competitor threats, as indicated by a steady increase in customer references to a specific competitor over time.
 
By mining customer interactions, NICE Marketing Effectiveness helps call centers to:
 
  • Increase marketing ROI by optimizing the effectiveness of marketing campaigns
  • Compare the performance of marketing efforts across various media
  • Gain business intelligence about competitors’ products and services
  • Identify changes in customer attitudes toward competitive offerings
NICE Marketing Effectiveness can help your company gain valuable business intelligence you can use to improve the effectiveness of marketing campaigns. Specifically, the solution:
 
  • Applies sophisticated interaction analytics to customer contacts
  • Identifies customer mentions of marketing campaigns
  • Measures customer awareness of marketing campaigns and assesses performance across media
  • Identifies customer mentions of competitors
  • Measures customer awareness of competitors and attitudes toward these competitors

  • Provides real-time agent guidance to impact interactions as they occur