Use Cases and Examples
The Experience Management APIs can be consumed to build various integrations.
Below are a few common use cases that our customers have solved using Webex Experience Management open APIs.
1. Programatically creating survey tokens and submitting survey responses to Experience Management
Experience management users with read/write access have the privilege to create questionnaires (surveys). You may create a survey token against any of the existing questionnaire. Survey token is an entity that encapsulates the details of all the questions that are available in that questionnaire.
Once you have a survey token, following are some of the possibilities:
- The survey token can be used to render the survey to the end customers using one of the standard Experience management channels such as web survey, microsurvey etc
- You could create a Experience management Web survey link and send it to customers over email or SMS or any other preferred communication channel
1.1 Programatically create survey tokens real-time and retrieve the survey link
Every organisation has its own system of record like CRM system, ERP system, Big data collection etc. The system of record will have a wealth of data regarding the customers, various business transactions, financial records etc. To improve insights derived from Experience management platform, brands can choose to add contextual (transaction, demographic, financial) information available in these 3rd party systems as prefills while creating survey tokens.
Once these survey tokens are retrieved, the brand could choose to do various actions based on the capabilities of the 3rd party system itself.
- Populate the Experience management websurvey within the CRM system in a web view
- Add the survey link as a value within the 3rd party system which can then be consumed by a workflow set up within the system
- Embed the survey link within a marketing campaign
- Any other possible use
1.2 Programatically create survey tokens in bulk and retrieve the survey link
Enterprise organisations deal with large volumes of data and transactions. In this case, creating survey tokens real-time will be I/O intensive and will have impact on everything from network traffic to resource utilisation on servers. In such high-volume scenarios, bulk operations are preferred.
Experience Management offers an open source solution for bulk dispatch of survey links over email and sms. Please refer the related user guides and technical guides. The open sourced Invitations module is available here
2. Push data into Experience Management
As explained in various sections across the Experience Management University, the more data that can be pushed into Experience management, the richer the insights would be. If the data can be pushed in the context of the experience being measured (survey response or google reviews or social media posts or brand website), the analytics churned out by Experience management platform would be richer and very actionable.
We will try to capture some use cases related to pushing data into Experience management.
2.1 Bring your own survey
In an economy where customer experience trumps price and product, the Cisco Webex Experience Management (referred to as Experience Management here on in the document) platform helps organizations exceed customer expectations and deliver business outcomes through its three pillars of customer experience:
- Measuring the customer journey: Understanding the customer experience through a continuous collection of moments across their journey.
- Obtaining a 360-degree view of the customer: Bringing disparate data together to enable actionable insights, proactive support, and advanced marketing automation.
- Becoming predictive: Understanding predictively how changes to the customer experience will affect outcomes and impact financial metrics.
Experience Management offers 17 different channels to collect feedback from customers. Besides the standard Experience management channels, our clients have the flexibility to build their own channel to bring experience data into Experience management platform.
Various enterprises have needs that are very specific. There could be websites or mobile apps that are built with very precise UI considerations and a default channel offered by Experience Management (like the micro survey or web survey) might not fit the UI specifications a 100%. In these cases, brands can build their own user interface that will fit the color schemes and themes of their preference perfectly and collect response from the customer. Post collection of response from the customer, the same can be plugged in the reference implementation provided in this document to submit the response to Experience Management platform.
For the purpose of selecting one reference implementation, we are choosing a custom HTML survey.
2.2 Import responses into Experience Management
Most of the 3rd party systems in the market offers exporting data out. The data is mostly exported out in either csv/xlsx format or as a JSON. This data can then be imported into Experience management platform.
3. Programatically populate answers in Experience Management
Adding the context to data provides great benefits by integrating experiential data with transactional data to derive actionable insights that can significantly impact the bottom line for the business collecting customer data. Post collection of response from the customer, a matching notification can be set in Experience Management portal which will trigger the complete response to this custom API and relevant context can be added in same response.
This document describes some of the popular use cases which can make use of post filling a response and also provided a reference implementation to achieve the same.
3.1 Post filling a response with custom logic to populate answers
Once a customer responds a survey, a response is created and submitted to Experience Management platform. Experience Management platform has a feature called “General Notifications” using which a “Response Notification” can be created. This notification has ability to push the response to 3rd party API web-hook based on the trigger arising from a matching condition of some fields of response. Conditions can be set to either target a segment of customers or for all the customers.
There are many possible use cases to post fill a response. We will be covering airlines and ecommerce example where post filling a response with custom logic would help to being more insights.