市場調查報告書

大規模共鳴的傳遞:共鳴參與對話策略

Delivering Empathy at Scale: Conversational Strategy for Empathetic Engagements

出版商 IDC 商品編碼 926881
出版日期 內容資訊 英文 13 Pages
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大規模共鳴的傳遞:共鳴參與對話策略 Delivering Empathy at Scale: Conversational Strategy for Empathetic Engagements
出版日期: 2020年02月27日內容資訊: 英文 13 Pages
簡介

「共鳴」在企業能夠捕捉瞬時情況、採取接近最佳行動、使顧客展現其所期望行動時出現。為此,企業方必須十分專注潛在顧客或既有顧客的對話,瞭解其想法和行為,進而採取連結其所期望成果的各項行動。

本報告分析各企業針對「大規模共鳴傳遞」(顧客行動的捕捉和分析、顧客關係強化與顧客滿意度擴展 )之不可或缺、有效的對話策略,彙整概念原理、主要評估方法、主要企業先例、產業相關者未來需因應的課題、未來市場機會等情報。

摘要整理

市場概況

  • 顧客企業和消費者的未來
    • 「大規模共鳴」為何?

IDC觀點

  • 「大規模共鳴」的傳遞:對話、情境、顧客旅程
  • 對話策略本質
    • 數位型對話策略:企業方所需的4大要素
  • 「有效對話」評估
    • 對話管道的技術
    • 對話方式實例
      • Gojek:拓展Ride and Food Ordering到語音通話因應
      • Kindred:透過自然言語處理 (NLP) 簡化抽籤過程
      • eBay:透過人工智慧 (AI) 編寫數千封個人化電子郵件
      • SK-II:透過虛擬影響的美容建議提供

技術買家建議

參考資料

  • 相關研究
  • 概要
目錄
Product Code: AP45983620

Empathy is felt when organizations can capture micro-moments and recommend next-best actions to move customers closer to their jobs to be done. To this end, organizations must focus on effective conversations since every interaction with a prospect or customer is the opportunity to learn about them and to prod them forward toward their desired outcomes. This report looks at the conversational approach to deepen customer engagement, understanding and relationships, the capabilities required, and the technologies enabling conversations.The next wave in customer experience will put a premium on capturing, analyzing, and predicting consumer behavior across channels and touch points to make digital experiences, paradoxically, more human. "It is now important to manage the overall interaction and experience not just based on what is being said, but also how it is said," says Lawrence Cheok, senior research manager, IDC Asia/Pacific (excluding Japan) Digital Commerce and Marketing.

Executive Snapshot

Situation Overview

  • The Future of Customers and Consumers
    • What Is Empathy at Scale?

IDC's Point of View

  • Delivering Empathy at Scale: Conversation, Context, and Customer Journey
  • The Nature of Conversational Strategy
    • Four Capabilities That Organizations Need for a Digitally Enabled Conversational Strategy
  • Qualities of Effective Conversation
    • Technologies for Conversation Channels
    • Conversations in Practice
      • Gojek Extends Ride and Food Ordering to Voice
      • Kindred Simplifies the Betting Process with NLP
      • eBay Writes Thousands of Personalized Emails with AI
      • SK-II Provides Beauty Advice with Virtual Influencer

Advice for the Technology Buyer

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  • Related Research
  • Synopsis