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CleverTap, Phiture launch customer engagement analytics framework

AIC framework for customer experience analytics, developed in collaboration between CleverTap and Phiture, promises to give marketers actionable insight and improve CX.

Customer retention platform CleverTap has collaborated with mobile consultancy Phiture to create a new acknowledgement, interest and conversion framework to better understand customer interactions.

To enable app companies to understand the depth and intensity of user interactions, the framework categorizes levels of user activity into one of three tiers of engagement: acknowledgment, interest or conversion (AIC), with conversion holding the highest value. CleverTap intends the customer experience analytics framework to help marketers improve user retention strategies and move customers from the acknowledgement layer through to the conversion layer.

With the AIC framework, marketers can recognize which in-app activities contribute the most to revenue growth. Marketers can choose which customer activities trigger classification into which layer for their specific app.

For the acknowledgement layer, triggers might include launching the app, opening an app-generated email or interacting with push notifications. Interest triggers include activity with more intent, but not quite at conversion yet, like sharing in-app links, scrolling through a news feed or moving through different pages within the app.

The conversion layer triggers include activities that suggest users are committed to the app and have taken actions, such as making a purchase, booking a flight, posting a message to a news feed or completing a level in a game.

Gartner noted customer engagement center interaction analytics as a top priority in its 2019 Hype Cycle for Customer Service and Customer Engagement report. According to Gartner, visualizing the customer journey and predicting customer behavior are essential abilities of service leaders and agents to bolster customer experience and, ultimately, company growth.

CleverTap and Phiture's framework competes with products such as Google Analytics, Adobe Analytics, Mixpanel and Smartlook that also offer tools and dashboards that break down customer interaction and provide insight for better marketing.

CleverTap claims that typical dashboard metrics such as daily active users and monthly active users are not enough to see a clear picture of engagement and don't provide actionable insight. The AIC framework incorporates the relative value of actions to inform user engagement strategy, according to Phiture.

The AIC framework accounts for the fact that users may not stay within one level and may move from interest to acknowledgement, or vice versa, or may even exist within multiple layers; tracking this movement in addition to activity contributes to informing and improving campaign strategies, according to the vendors.

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