ClickFox Turns Customer Metrics Into Usable Enterprise Data

By Chris Preimesberger  |  Posted 2012-06-04 Print this article Print

The behavior recognition engine enables enterprises to analyze incoming data from any customer interaction (Internet, in-store, telephone, CRM) and provide tracking of each customer's path in order to improve customer experience in general.

Data analytics provider ClickFox on June 4 released a new version of its Pulse Customer Experience Analytics platform that it claims is easier and more intuitive to use for line-of-business employees.

CEA Version 6.4 of the Atlanta-based company's customer behavior recognition engine enables enterprises to analyze incoming data from any customer interaction (Internet, in-store, telephone, CRM, etc.) and provide tracking of each customer's path in order to improve customer experience in general.

ClickFox claims that this new visualization tool allows enterprise users to identify root causes of customer behavior -- without needing to call in a data scientist -- in 25 percent of the time typically spent identifying similar trends across multiple departments.

"Companies have these millions and billions of interactions, from Web sessions, phone calls, CRM desktop back-office functions, whatever it might be," Vice President of Product Management Jeff Gossman told eWEEK. "We've got a patented approach that puts the right data directly into your tools, to simplify it all for more efficient use. Once it's in the system, we can do different visualizations."

The value from the software is that executives can use it to see a true picture of the complete customer experience -- from the contact center to the retail store.

Using Version 6.4 of the CEA platform, ClickFox Pulse provides customized business summary views that visually display customer experience activities and identifies changes in key performance metrics across multiple channels.

Users can monitor and track the metrics that are most important to their role or business, troubleshoot problems and predict customer behaviors using Net Promoter Score integration. These insights enable organizations to make better business decisions with knowledge that would normally remain segmented in disparate departments including finance, marketing, product development, and customer service, Gossman said.

Some of the key use cases for each view on the Pulse dashboard include the following:

  • Percentage change in customers performing an activity: Marketers, IT and leadership teams can identify unique customer behaviors, maximize their profitability or quickly resolve a common negative customer experience on the first interaction.
  • Volume of customers performing an activity: The volume directly impacts the organization's resources needed to mitigate inbound customer inquiries as sales increase.
  • Financial impacts of the business driver: Remedying negative experiences increases long-term revenue and decreases customer service spends.
    New features in CEA 6.4 include:

  • Faster data consumption: the speed to realize business value from analytics is unmatched.
  • Ability to predict when customers may be heading down a negative or undesirable path.
  • Anomaly detection: What unique attributes are common with the dominant customer experience paths (such as products/services, call centers or agent skill groups, geographic regions or tenure of customer).
  • Comparison of business outcome trends across two periods of time or between two customer segments within a single period of time.
  • Compare unique timelines of the customer experience enabling analysis of predictive customer behavior and identification of anomalies.
Gossman said that seven-year-old ClickFox, which does all its own software development, currently is being deployed in 40 to 50 major telecommunications, financial services institutions and health care organizations. The company analyzes behavior for more than 400 million consumer accounts across all channels, Gossman said. 

Chris Preimesberger Chris Preimesberger was named Editor-in-Chief of Features & Analysis at eWEEK in November 2011. Previously he served eWEEK as Senior Writer, covering a range of IT sectors that include data center systems, cloud computing, storage, virtualization, green IT, e-discovery and IT governance. His blog, Storage Station, is considered a go-to information source. Chris won a national Folio Award for magazine writing in November 2011 for a cover story on and CEO-founder Marc Benioff, and he has served as a judge for the SIIA Codie Awards since 2005. In previous IT journalism, Chris was a founding editor of both IT Manager's Journal and and was managing editor of Software Development magazine. His diverse resume also includes: sportswriter for the Los Angeles Daily News, covering NCAA and NBA basketball, television critic for the Palo Alto Times Tribune, and Sports Information Director at Stanford University. He has served as a correspondent for The Associated Press, covering Stanford and NCAA tournament basketball, since 1983. He has covered a number of major events, including the 1984 Democratic National Convention, a Presidential press conference at the White House in 1993, the Emmy Awards (three times), two Rose Bowls, the Fiesta Bowl, several NCAA men's and women's basketball tournaments, a Formula One Grand Prix auto race, a heavyweight boxing championship bout (Ali vs. Spinks, 1978), and the 1985 Super Bowl. A 1975 graduate of Pepperdine University in Malibu, Calif., Chris has won more than a dozen regional and national awards for his work. He and his wife, Rebecca, have four children and reside in Redwood City, Calif.Follow on Twitter: editingwhiz

Submit a Comment

Loading Comments...
Manage your Newsletters: Login   Register My Newsletters

Rocket Fuel