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Distinctive “Omni-channel Customer Experience” through Customer Analytics

November 10, 2016

At the annual Asia Pacific Contact Centre Association Leaders (APCCAL) Expo 2016 in Hong Kong, Aegon Insights shared insights into how to improve contact centre effectiveness by integrating customer analytics.

Asia Pacific Contact Centre Association Leaders (APCCAL)At the annual Asia Pacific Contact Centre Association Leaders (APCCAL) Expo 2016 in Hong Kong, Aegon Insights (formerly known as Aegon Direct & Affinity Marketing Services) one of the event sponsors, shared insights into how to improve contact centre effectiveness by integrating customer analytics.

APCCAL CONFERENCE
On Day 2 of the APCCAL Expo 2016, Mr. Chapman Lam, Director, Customer Experience Architecture and Dr. Hongjuan Liu, Director, Customer Analytics & Behavioral Insights, both representing Aegon Insights' Regional Office, presented on the topic of 'Distinctive Omni-Channel Customer Experience through Customer Analytics' with the key message of integrating analytics with contact centre management.

Continuing the story from 2015, Mr. Lam reminded the audience "Recall last year when we presented on how analytics helped our Japan operation, by collaborating with our business partners we effectively help them reduce their complaint rate...this year we are back to talk about our evolution to take on a more omni-channel approach to put customers in control."

Dr. Liu shared that he and his team of data scientists are beginning to see more far more dimensions to explore such as 'purchase preferences' and 'probability to complain'. With the onset of omni-channel distribution, he emphasized going back to basics but with a new spin, he challenged "Can we predict an individual's life stage with only the person's age? Population census data is readily available, and today we have the tools to simulate to try to predict who's in a particular life stage."

He continued "The Right Customer, the Right Channel, the Right Time - we are all familiar with this, but now with social media data there's much more that can be done to prepare and be better informed before any interaction with individual customers."

Through a simple demonstration tool, the Aegon Insights team showed the audience the concept of a Sentiment Score, where 'Tweets' and social media account status updates are mood-rated, and how touch-points are proactively managed depending on the possible sentiment of an individual around at that time. This was just one example of how customer analytics is improving the overall customer experience, while at the same time boosting contact center effectiveness and efficiency.

APCCAL EXPO 2016
APCCAL was established in 2007 with the aim of promoting greater regional dialogue and knowledge sharing among the contact centre industry associations within the Asia Pacific Region. Attended by delegates across the region and hosted by the Hong Kong Call Centre Association, this year's Expo theme focuses on the 'Omni-Channel Customer Experience' and looked at how contact centre business models continue to change with technological innovation. The 3-day event starting 3 November included a Leaders' Meeting, Conference, Exhibition, Korean Night, Networking Cocktails, and concluded with an Awards Presentation and Gala Dinner.

ABOUT AEGON INSIGHTS
Aegon Insights is the Asia Pacific-based insurance marketing and consulting arm of Aegon, one of the world's leading financial services organizations, providing life insurance, pensions and asset management. Aegon Insights has operations in Australia, China, Indonesia, Japan and Thailand, with its regional office in Hong Kong.

With expertise in customer journey design and distribution of protection products, Aegon Insights provides solutions for its business partners and their customers; from customer analytics insights with actionable models, integrated distribution platform solutions, innovative product design, marketing campaign and omni-channel distribution design; through to assistance with policy administration and claims management.

Asia Pacific Contact Centre Association Leaders (APCCAL)