KANA Introduces Web Customer Service That Sells


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Experience FlowsT, Contextual Knowledge and Social Analytics Create
Meaningful Customer Journeys that Convert Visitors into Customers

CALL CENTER WEEK, LAS VEGAS, June 6, 2012 – KANAR Software, Inc., a global
leader in customer service solutions used by more than 850 enterprises
including half of the Global 100 and more than 250 government agencies,
today introduced new breakthrough capabilities in its next-generation
enterprise customer service solution, designed to support the new strategic
imperative in Web Customer Service: customer acquisition.

To succeed in today’s ultra-competitive business environment, where
long-term customer loyalty simply can’t be taken for granted, organizations
must be more proactive with their Web Customer Service (WCS) initiatives,
broadening their horizon beyond customer retention to customer acquisition.
WCS is the term frequently used to characterize the interactions between a
customer and a company via online channels – to obtain information or
resolve an issue before, during, or after a purchase.

Through the combination of Contextual Knowledge, Experience FlowsT and
Social Analytics, KANA makes the prospect of servicing customers via the web
exponentially more powerful and intuitive, enabling a richer more rewarding
customer experience. This enables organizations to distinguish their brands
by offering outstanding service in the days and months even before a sale is
made, resulting in relevant and meaningful customer journeys that help
convert website visitors into paying customers.

“Web customer service transcends traditional contact center-centric
scenarios by empowering customers to execute self-service interactions
online – where they’re spending more and more of their time,” said James
Norwood, chief marketing officer of KANA. “Many calls to the contact center
arise only after customers fail to find what they need on the web first;
therefore, effective web customer service means delivering accurate answers
consistently, and always in context to customers when online. That’s the
secret to a good experience.”

Adding Contextual Knowledge for Good Customer Experiences

Traditional online experiences separate the customer’s ability to ask for
help (such as queries) from their ability to carry out processes or tasks
(such as placing orders), because knowledge is all too often disconnected
from the transactional areas of the website. KANA Web Customer Service
encompasses the entire service experience lifecycle, coupling knowledge
bases with transactional functions, data and context to eliminate
disconnects between the information customers need and their online goals.
With KANA, customers are given just the information they need when they need
it, based on the context of their activity and persona, and so are guided
through productive, satisfying experiences from start to finish – ultimately
reducing the need to defer to the contact center.

Experience Flows: Orchestrating Ideal Customer Experiences

By leveraging KANA’s unique ability to combine process, data, context and
knowledge within Experience FlowsT, customers are seamlessly guided through
common processes such as purchases, returns, or on boarding, increasing
conversions for prospective customers, and reducing escalations for existing
ones. Customer experience teams can create ideal customer experience flows
through extensive pre-packaged templates and powerful drag and drop tools,
as well as modeling seamless escalation of customer queries to the
appropriate chat, co-browse or email agent through agile channeling.

Text and Social Analytics: Listening, Understanding and Engaging

It’s essential that Web Customer Service initiatives are integrated with
social media channels, which are gaining in popularity as a customer service
vehicle. Via a natural language processing- (NLP) based text analytics
solution within KANA Web Customer Service, organizations can listen to
customer feedback and sentiment by analyzing both social media and direct
channels. By listening to structured and unstructured customer-generated
content, organizations can supporting continuous improvement efforts for
service, sales and marketing efforts.

At the end of the day, effective web customer service is not about forcing
customers to dig through website structures and content in search of what
they need, but guiding them to the relevant information and answers they
need quickly and efficiently when online. Many WCS and social listening
systems offer simple keyword searching, which is ineffective when
information needs are specific or complex. By contrast, KANA Web Customer
Service identifies the context gleaned from the user’s persona – their
profile and behavior – to support a highly tailored and intuitive
interaction, when and where customers need it. Contextual knowledge on key
pages such as shopping carts, forms and applications, reduces abandonment
rates and increase conversions.

KANA Web Customer Service is part of the KANA family of solutions designed
to support today’s top customer service priorities: supporting rich,
responsive interactions; reducing contact center costs; and improving
customer retention and acquisition rates. The award winning KANA Service
Experience Management (SEM) platform combines comprehensive Customer
Relationship Management (CRM), Business Process Management (BPM), Knowledge
Management, Text Analytics and Social Media to support the delivery of good
experiences on brand and on budget across customer interaction channels.

About KANA Software

KANA makes every customer experience a good experience. A global leader in
customer service solutions delivered on-premise or in the cloud, KANA
Service Experience Management (SEM) lets organizations take complete control
over customer service interactions, so they can take care of customers,
while managing costs and reinforcing brand. By unifying and maintaining
context for customer journeys across agent, web, social and mobile
experiences, KANA solutions have reduced handling time, increased resolution
rates and improved net promoter score (NPS) at more than 850 enterprises,
including half of the Global 100 and more than 250 government agencies. KANA
is based in Silicon Valley, California and has offices worldwide.

Follow KANA on Twitter: http://twitter.com/KANAsoftware

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KANA and Experience Flows are registered trademarks of KANA Software, Inc.
All other company and product names may be trademarks of their respective

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