Predictive Customer Engagement®
How can we provide information that customers would value, but don’t know to ask for?
Support organizations sit on a gold mine of customer information. The Predictive Customer Engagement initiative aims to improve proactive value delivery to customers based on what we know about them.
The Predictive Customer Engagement model assumes that an organization is focused on moving up the Value Stack by prioritizing the factors that make that rise possible: maintaining trust, business acumen, co-creating value, and the Know-Me factor.
For the most recent guidance on AI, visit the AI and Knowledge overview page.
An Approach for Automation Health
Originally designed to listen, analyze, take action on, and improve the customer experience, the Predictive Customer Engagement model can be used as an approach for automation implementations of many shapes and sizes.
Public Resources
- Strategic Automation: AI Needs Knowledge Management – July 2024
- Getting Started with AI – May 2023
- Member Experiences & Resources – April 2018
- Delivering Necessary Knowledge: A First Draft – May 2014
Member-Only Resources
- Predictive Experience at DTCC, PTC, and Akamai – March 2020
- Avoiding the Creepy Factor, A Proposed Maturity Model, and Listening via Social Media – April 2018
- Principles of Predictive, EMC, Avaya, and Coveo Perspectives – August 2016
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Getting Started
Data Requirements
- We have to know a lot about our products/services and how they are used
- We have to know a lot about customers: as companies and as individuals
Understanding Data Structure
- Visualizations: where we communicate what we’ve learned
- Capabilities: where we analyze what we’ve learned
- Patterns, predictions, recommendations, optimization
- Machine Learning Techniques: where we apply technologies
- Classification, Regression, Clustering, Anomaly detection, etc., and the associated algorithms resulting in a trained model
- Data Repository: where data gets collected and accessed
- Data Lake, Data Warehouse, or other model for storing data to be mined
For more on this model, see Analysis and Rules
Customer Interaction
- How do we get customers to take action on recommendations?
- How do we to provide compelling evidence of relevance, consequences of not taking action and information about effort involved?
The Event Loop and the Improve Loop
Predictive Customer Engagement describes a double loop model.
The Event Loop includes:
- Accessing data sources
- Listening at scale
- Mining for actionable information
- Creating that action
- Communicating that action
- Accessing data sources to assess the impact
The Improve Loop includes assessing the effectiveness and quality of each part of the Event Loop.
Ongoing Exploration
The Consortium’s work on Predictive Customer Engagement continues as we explore:
- Leveraging big data analytics
- The advances in tool capabilities and artificial intelligence
- Building and maintaining trust with customers
- Influencing and encouraging required customer action
Member-Only Resources
With Consortium Membership, you join a network of practitioners and digital transformation leaders who contribute to the continuous improvement of models like this across all knowledge-intensive industries.
Member Slack
Connect directly with peers across companies and across the globe in our active Member-only Slack workspace.
Member Events
Join our candid and collaborative events where Members continually iterate KCS methodology.
Member Wiki
Find years of captured presentations, notes, and hard-earned wisdom that Members freely share among our trusted community.
If you are a Consortium Member and need login assistance, contact support@serviceinnovation.org.
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Attribution
Predictive Customer Engagement® is service marked by the Consortium for Service Innovation.
The first mention of Predictive Customer Engagement in a written work must include the superscript ®. Please also include this footnote or parenthetical statement: “Predictive Customer Engagement® is a service mark of the Consortium for Service InnovationTM.”
Predictive Customer Engagement cannot be used in the name of an offering without explicit written permission from the Consortium for Service Innovation. Please contact the Consortium with questions.