Wouldn’t it be ideal if we could ensure business user engagement happens like this? The weight on search would diminish. User satisfaction would soar. Advocacy and even evangelism would follow.
Always-on is the premise of what we call engagement automation (EA). Engagement automation enables automatic and intelligent delivery of the content, tools, applications and systems a partner, customer or employee needs, when they need it, in the right format and language. Engagement automation also provides the ability to re-configure the engagement experience on the fly with additional enhancements and value to the user. This is very different than what we think of as marketing automation – where pre-scripted information is delivered automatically in blasts to segments of users. EA combines the power of automation with the relevancy of engagement and real-time commentary.
Primary components of engagement automation
Let’s delve into each of the components of engagement automation.
Delivering relevant and contextual information to individuals or segments of individuals is usually accomplished with very specific individual pieces of content. Engagement automation scales that personalization to provide all the content, applications and tools required to complete a specific set of activities, whether selling, enabling, or supporting a customer. This requires rules and intelligence about the engaging individual as well as the “bill of resources” needed by that individual to accomplish the task. Personalization intelligence incorporates the user’s job function, their desired task, the type of organization they belong to in the case of a partner or customer, their communication requirements and their search and language preferences. This intelligence needs to map onto the resources users require to accomplish relevant tasks.
Delivering an engaging experience requires VERY FAST feed and page uploads to give the user confidence and instant visibility to the resources they need to get the job done. This extends to pre-curated content collections, and also to embedded external applications that must open to the exact right spot for the information desired.
Scalability is probably the most important component of engagement automation. Very engaged users tend to grow into a larger pool of users. A larger pool of users creates additional job functions and associated work tasks to be completed. This of course significantly expands the required resource load. An engagement automation system must be infinitely flexible to sustain this level of scalability.
Coupled with the scalability requirement is the need for quick and easy configurability. Keeping up with the scaling demand to fulfill “moments of engagement”, administrators and even users themselves must be able to self-configure the engagement experience. Engagement automation cannot rely on the traditional customization process that is part of most digital experience platforms. Fully capturing a moment of engagement requires astute monitoring of user behavior in the context of their job function, resources used and transactions completed.
The closer engagement configurability can get to the moment of engagement, the more relevant the experience will be. That is why an engagement automation system relies on users themselves to participate in the management of their engagement experience. This might include having search widgets close by when more resources are required or enabling self-configuration of content and transaction feeds while potentially including real-time collaboration at the moment of engagement.
Transparent application connectivity
No system can include all the functionality required to support exponential growth of users and the accompanying growth of user task and job requirements. Even if a system could support such growth, the system would struggle to include the most current, best-of-breed applications available for specific functions. An engagement automation system needs to seamlessly embrace and embed all sorts of external systems to meet the task needs of a broad spectrum of users. A consumer example is Amazon which transparently connects a host of different sources, applications and more to deliver our desired goods to us with one-click ease.
On-demand engagement analytics
Spotting both engagement shortfalls and success is critical to achieving business value. Up-to-the-minute engagement analytics embedded in an EA system is a key component. Identifying the content that is favored by users, while tracking increases/decreases in transactions, or viewing searches that do not yield results are all critical requirements of a constantly tuning and optimizing engagement experience.
So, driving engagement all the time, every time? First it takes commitment from the business. Fulfillment of this commitment requires enablement with an engagement automation system. The results companies have using the Webinfinity engagement automation engine speak for themselves – 70% increase in partner transactions in the first month; 3-4x increase in active users per partner for the first year; 81% increase in page views; 87% increase in content hits; and more.
Interested in fulfilling your commitment to increased partner, employee or customer engagement? Contact Webinfinity to learn more.