In an economy where customer experience trumps price and product, the Cisco Webex Experience Management (referred to as Experience Management here after) platform helps organizations exceed customer expectations and deliver business outcomes through its three pillars of customer experience:
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Measuring the customer journey: Understanding the customer experience through a continuous collection of moments across their journey.
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Obtaining a 360-degree view of the customer: Bringing disparate data together to enable actionable insights, proactive support and advanced marketing automation.
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Becoming predictive: Understanding predictively how changes to the customer experience will affect outcomes and impact financial metrics. One of the key steps in measuring customer experience is to reach out to customers over various channels such as email, SMS, web intercept etc to solicit feedback. Amongst all the survey distribution channels, email and SMS are 2 of the popular ones.
Global delivery invitation management enables a personalized experience for receiving survey invitations across various channels on the journey using workflows that can be configured and reused across chosen transmission channels like SMS and Email while requiring no PII information in the Experience Management platform.
| Features | Benefits |
|---|---|
| Omni-channel survey invitation dispatch | Send invitations across multiple journey channels, giving end customers the choice of how they can interact with your business |
| Centralized delivery policy management via delivery templates | Manage organizational corporate communication policies for invitation dispatch such as time of day communication windows, channels for communication, and campaign workflow rules for follow-up messages. |
| Global data centres and data residency (PII and outbound delivery processed in sovereign territories) | Businesses operating in countries with government or industry regulations that require PII to be processed in region can run a fully complaint solution. |
| Single instance hosted PII processing (no PII required by Experience Management, only hashed data needs to be transmitted) | Run a completely secure, zero PII solution with a private cloud instance that processes PII and dispatches invitations |
| Extensible architecture that supports ETL processing with serverless AWS Lambda or Azure functions for a scalable pipeline | Flexibility to customize and set up a big data processing pipeline with custom business logic based on the unique needs of your business |
| Content template upload and preview | Upload and test personalized content templates with easy substitutions that deliver improved response rates |
| Schedule-less delivery pipeline | Just like FedEx, tee up delivery batches. Based on your delivery policy, these get queued up, and sent off in-flight. |
| Real-time notifications about bad data during ingress | Quickly take action to address bad data issues at the source system of your data pipeline. |
| EOD invitation downloadable reports with progress/success/failure status | Periodically review dispatch performance to continuously tune content templates, dispatch policies and survey logic to optimize response rates. |
The following diagram shows at a high level how CCX/CCE/WCC consumes the Experience Management Invitations feature to send surveys to customers over emails and SMS.
The "Dispatch request API" becomes the entry point for Cisco contact centre products or 3rd party systems such as CRMs to consume the Experience Management Invitations feature. Various elements of the infrastructure provisioned in AWS/Azure cloud to host the "cloud hosted module" of the Invitations feature is covered in the above diagram.
Cisco Contact Centre Express and Cisco Contact Centre Enterprise suite of contact center products have integrated Experience Management Invitations feature already. To consume the Invitations feature reference implementation as is, no development effort is warranted. Simply provisioning the infrastructure required to deploy the "cloud hosted module" of invitations feature and then subsequently deploying the "cloud hosted module" on the provisioned infrastructure and configuring the Invitations end to end is sufficient to configure "Cross Channel surveys" in CCX/CCE/WCC.
The following diagram zooms into and provides a high-level view of the workflow of the Invitations feature itself.
The Cloud hosted module of the Invitation solution would be a single-tenant AWS/Microsoft Azure cloud hosted module that would interface with the multi-tenant SaaS Experience Management. Everything on the left-hand side of the above diagram encapsulates the Cloud hosted module of the Invitations solution and everything on the right-hand side depicts the multi-tenant SaaS modules. Both modules work together to form the Experience Management Invitations feature.
The various components which are a part of the Invitations module is as given below:
- Dispatch request: This is the entry point into the Invitations module. A 3rd party system can make an API request to the invitations module to initiate an email/SMS send
- Sampling: Customers may choose to send only a subset of all the records included in the dispatch request. This can be achieved by setting sampling rules either in Experience Management or can be extended using any custom logic
- Cross channel token creation: This component interfaces with Experience Management Delivery policy module to create Experience Management unique survey links that will be sent to end customers
- Database: This component holds all the data needed to be stored for the Invitations module to work
- Dispatcher: This component interfaces with 3rd party email and SMS vendors that help deliver the invitations to the recipients
We have included a reference implementation with Messagebird for Custom SMS and with Sparkpost for Bulk email as a part of this open sourced code base. Our documentation provides more information how you may extend this module to integrate with other SMS and email vendors.
Please refer the following documents for consuming this open sourced code base and completing the deployment of the single instance private cloud module.
- Webex Experience Management invitations Module Architecture - This document details the architecture of the Invitations module in depth. Link - https://cloudcherry.com/docs/cxsetup/guides/partnerarchitecture/
- Partner hosted infra provisioning doc - This document explains how to provision the infrastructure required to deploy the Partner hosted components of the Invitations module. Link - https://cloudcherry.com/docs/cxsetup/guides/partnerinfra/
- Partner hosted Module deployment guide - This document explains how to deploy the partner hosted components of the invitations module once the infra is provisioned. Link - https://cloudcherry.com/docs/cxsetup/guides/partnerdeployment/