Big Data, AI, Machine Learning are some of the latest technological buzzwords that have been spreading like wildfire in the business world owing to their massive potential. Organizations across different sectors are leveraging these technologies to turn data into actionable insights.
Incepting in the heart of Israel, back in 2010, Glassbox has made use of these capabilities to help enterprises gain a deep understanding of their online customers by identifying what is happening with their digital channels and why is it crucial.
Websites of enterprises and mobile applications are often almost like the black hole; no one is aware of what’s happening inside them; why are people struggling to complete transactions, why are they abandoning sessions, and so on. Glassbox brings-in clarity and transparency to the digital customer journey.
Shaping the idea
Initially, the vision for Glassbox was actually anchored in Digital Compliance, and not in Customer Experience or UX. Back in 2010, the founders of the company had a very clear understanding concerning how the customer journeys will become increasingly digitalized and personalized. The founders, Yoav Schreiber, Yaron Gueta and Hanan Blumstein, believed that just like how regulation had made it mandatory for call centers to record calls in many industries, the same would apply to digital channels as well.
Enterprises, especially in data-sensitive environments, like the finance industry, would need to keep evidential records of digital sessions, both on the web and on mobile applications. And they would not only need to keep these records at scale, they would also need to retrieve them easily and share them internally and externally in a way that could be consumed by business people. This was the idea behind 100% accurate session replay. Capturing 100% of the data with a solution that is easy to deploy and maintain was key, as websites and mobile apps keep on being updated. Thus, the solution needed to be able to keep collecting the data, no matter what.
Solving challenges of enterprises
The initial vision of Glassbox holds true even today, and the fact that we started from compliance made us take a ‘capture everything in real time’ approach that now days allows us to address many use cases and needs around the Digital Customer Management (CX improvement, Compliance, Production support, Fraud, etc.) in a unique way.
Along the way, the company has expanded its range of services. It helps solve various challenges of enterprises, including Digital Customer Experience Management (CEM), Conversion Rate Optimization (CRO), IT Production Support, and many more.
“Today most of our focus is on generating Automatic Insights based on the data our customers collect: our clients are expecting us to tell them in real-time what’s going on with their digital channels: what are the main struggles people are experiencing both on web and mobile apps, what is impacting their business the most in terms of revenue loss, etc.,” mentions the CEO of Glassbox, Yaron Morgenstern.
To cater to this customer demand, over the last 12 months, Glassbox has added deep AI and Machine Learning capabilities to its platform. This is done, so as to ensure that the company learns by itself what normal data behavior looks like and can set up thresholds and alerts automatically, with no need for users to configure anything in the system.
Providing unparalleled benefits
Today, we are all familiar with buzzwords like Digital Economy or Uber Economy. The underlying disruption such technologies has enabled is that when you ask millennials, they have an inclination of preference towards access instead of ownership. Access to car rather than owning a car or access to real estate rather than buying a house. “I think the same phenomena is happening within Enterprises, with regards to data,” claims Yaron.
Organizations are starting to realize that they can enable the entire workforce to access data in a very friendly manner. Data doesn’t need to be owned by IT departments anymore. This is exactly what Glassbox allows them to do. Its use case goes beyond just improving the online customer experience.
“We see the usage of Glassbox expanding inside organizations for very different use cases, from Compliance to Customer Care via Production Support. All departments are using our data in the form of session replays and understand why are people struggling online. When everybody sees the same picture, cooperation is easier, siloes are breaking down and agility is increased. Most of our competitors can’t live up to this promise.”
Another benefit that Glassbox provides to its customers is the convergence of web and mobile. As a consumer, we don’t operate in siloes; at one moment we are searching our smartphone devices, the next we are buying a product or a service from our laptop or tablet. Glassbox is leading the pack when it comes to having a combined solution that supports both channels on a single platform.
‘First published on Beyond Exclamation.