At the beginning of the process, it’s all about collecting data. Start with a solid understanding of your traffic across desktop, mobile, and social — where traffic is coming and where people are dropping off. To do this, you’ll have to gather all of your digital channel analytics, engagement, and search terms.
Pro Tip: Don’t forget about common misspellings of your company’s name when gathering search and social data. You might uncover additional data about traffic sources you might miss otherwise.
Diving deep into your analytics is not only looking at your traffic, but uncovering how people engage with your content. Take stock of the pages people visit the most across your website, and what type of content is frequently shared. This will give you a baseline for what resonates with your audience.
On the flip side, evaluate the pages where people bounce or drop off the most. Why are they bouncing? Look at ways you can add some type of real-time support, like live chat, to allow customers to get support when they need it but that will allow your business to slowly introduce new channels to customers, preventing a large uptick of support cases.
For engagement levels, collaborate with your social team to understand how customers are trying to reach out for help. Does your service team have any insight into these engagements? Social media provides a wealth of information about customer preferences both across platforms and within them. For example, many companies have more than one handle on Twitter, but each handle may have different levels of engagement or reasons why customers interact with that channel. Be sure you understand where your customers are asking for help versus where they just want to share information about your brand.
Pro Tip: Understanding which channels customers engage with the most will help you prioritize where to increase agent productivity with chatbots later.