As multi-channel selling gives way to omni-channel selling and organisations look to sell seamlessly across multiple devices and formats, the complexity of recording the online sales process has increased significantly. It may be no coincidence that in parallel, the damage inflicted by by miss-selling scandals has escalated significantly.
Miss-selling has hit both the reputations and pocket book of organisations from healthcare and banks to asset managers and energy providers whilst law firms that specialize in mis-sold products are doing good business in everything from payment protection to product liability.
Project teams developing new online sales platforms find themselves caught between the need to drive ever higher levels of personalisation with the requirement to reliably record the end-end sales process for marketing, compliance and litigation purposes. The myriad of forms, calculators and customer scenarios presents a formidable challenge to most technical teams. Add in the need to meet regulations imposed by State, National or Supra-national (for example the EU) bodies and it’s not difficult to see why Hanzo is seeing organisations beat a path to our door.
Reliably recording, storing and playing back a complex online sales process is a problem that Hanzo has solved before.
Take for example one of our customers – an insurance company in the healthcare industry. They’ve invested heavily in a sophisticated and highly targeted online sales platform. Despite the obvious attractions of marketing to customers online, they have to record the user experience and content relating to the sales process if they are going to meet their contractual obligations to their insurance providers, as well as satisfy state regulators. This means recording the user experience for all states and for many sales and shopping scenarios. Play back has to be identical to the original and the entire process should be legally defensible.
Some organisations that Hanzo has worked with thought that it would be too cumbersome to record all of the forms and scenarios that make up the sales process. Some were using video to capture the user experience. Hanzo records complex user experiences in native format via “interactive sequence capture.” The use of native format ensures maximum legal defensibility and more reliable storage and retrieval. The capture process preserves the original data, the script that interacts with the user (such as forms) and other aspects of personalization. When it comes to retrieving the content, scriptable playback replays the original user experience by combining the original content and data in an “interactive sequence playback.”
Hanzo often sees similar interactive sequence capture requirements in e-discovery. Two recent projects illustrate this point. One involved capture of recommended (often presented as “people also bought”) products when shopping for a particular brand and product line. The other involved a sales territory dispute between two companies. Hanzo was asked to capture the online shopping process – screens, product offers, pricing – by zip code in a particular area that was the subject of dispute between the parties.
The complexity of online sales and marketing is continuing to increase as organisations look for ever more sophisticated ways to personalize sites for customers, bridge multiple sales channels and target potential customers. Hanzo Archives continues to develop the technologies and process required to make recording the online sales process fast, reliable and legally defensible. If you’d like to know more about how Hanzo Archives has helped organisations deal with the challenges of recording the online sales and marketing process, please get in touch.