MarTech Interview with Carlos Aragon, Senior Director, Product Marketing @ Vonage

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How can B2B marketers drive marketing efficiencies with conversational insights? Carlos Aragon, Senior Director, Product Marketing at Vonage shares key pointers:

Hi Carlos, tell us about yourself and your role at Vonage…

As Sr. Director of Applications Product Marketing at Vonage, I oversee unified communications and contact center solutions at Vonage. After more than 25 years in tech and telecommunications, I have extensive experience in mobile and fixed-line Unified Communication and Collaboration (UC&C and UCaaS), Contact Center (CCaaS), mobile messaging, Communications Platform as a Service (CPaaS) APIs and WebRTC solutions.

We’d love to hear more about Vonage’s recent integration with Salesforce Einstein Conversation Insights and how it enables end users?

We recently expanded our Vonage Premier for Service Cloud Voice solution to include integration with Salesforce Einstein Conversation Insights, marking a significant leap in call analytics. With this integration, calls will be analyzed for keywords, phrases or points of interest, enabling agents to refine and elevate interactions with customers.

This integration also enables identification of conversational trends and the next best steps to obtain and / or retain valuable customer relationships. This granular understanding of conversational data allows brands to better understand customer needs and sentiment in-depth, resulting in improved customer experiences. As one of the first CCaaS providers to offer this integration, Vonage is setting the standard to improve agent and customer experiences through seamless data collection and analysis.

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Why is it crucial for marketing and sales teams to dive deeper into conversational insights? What tips and best practices would you share?

When used effectively, conversational insights have the potential to reshape a brand’s customer experience. These insights highlight thoughts and feedback from customers, allowing for a more targeted, proactive approach to CX. Conversational insights reveal the undertones of customer conversations and produce deeper knowledge that will help brands tailor their products and services to better meet customer expectations, improving loyalty and retention. Today’s customers now expect their experience with a business to match their individual wants and needs, which can change between interactions. These insights are instrumental in creating those personalized experiences for each customer.

To effectively utilize customer insights, it is important to leverage tools that capture and analyze conversational data across various channels. In an era where consumers engage with brands through a wide variety of channels, from chatbots to social media to email to phone, customers expect consistent and attentive interactions across all.

Can you talk about some of the biggest challenges marketers and sales teams still face when it comes to uncovering the right insights from conversational data? What can help here?

Quality of data remains a major concern for marketers as they dive deeper into conversational data. With data scattered across different communication channels, it’s important that brands have a tool they can rely on to organize and make sense of relevant insights. Within this integration, Vonage maintains high quality, real-time transcription to drive conversation intelligence, and all consolidated within Salesforce.

What would you say about the future of AI and digital customer experiences?

AI will be at the heart of most customer experiences. As technology advances, brands have an opportunity to gain greater insight into the minds of consumers, making it easier to anticipate and meet their needs, to proactively engage them with contextual information. At the same time, customer expectations for that personalization will only grow and they will expect a seamless omnichannel experience. AI will help brands to deliver hyper-personalization. Brands will need to constantly evolve with technology to keep their digital customer experience in line with what is expected by consumers.

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