ENGAGEcx Terminology


The following terms are used within the ENGAGEcx application suite.

TermDescriptionAlternative Terms, Other Notes
User Any user of the system. Someone who can login. A User is, by definition, an "Internal User."  
Associate The primary internal user role of EngageCX. Standard recipient of an Interaction. Applications are Web C360 and Mobile C360 Alternative term: Interaction Recipient, Agent
Administrator Users who configure their specific implementation. Customer Administrator
Individual An external person who initiates an Event. Currently, an Individual is
(1) NOT a user (e.g., they cannot login, maintain their own profile, etc)., and
(2) existent only in relation to an Organization. That is, if the same logical person expresses interest in two different Organizations, they will be captured as two different Individuals.
Alternative terms: Customer, External Person.
Organization A company or part of a company that sells products or services, and who has purchased ENGAGEcx. Currently, 1:1 with an implementation of EngageCX; a given "tenant" is based on Organization. If a larger company implements more than one instance of ENGAGEcx, they will have two implementations. The concept is not hierarchical. Alternative term: Implementation
Company The company that the individual works for or is otherwise associated to.  
Customer Events
Event The fundamental transaction managed in ENGAGEcx, a customer touchpoint that may be surfaced via standard media, such as phone calls, web site visits, mobile phone clicks, etc, but which may also be triggered from other systems, or via proximity detectors such as RFIDs or iBeacons.  
Action A type of event that represents an expression of interest by an Individual in a given Organization's product or service, augmented and recorded for reporting and analytic purposes. An Action does not include a response back by Employee in that Organization.  
Interaction A type of event that represents an expression of interest by an Individual in a given Organization's product or service, but which also includes a response back by Employee in that Organization. The granularity of an Interaction depends on the Media: a phone call without transfer = 1 interaction but at the point of transfer becomes 2 interactions; a chat comprised of several back-and-forths = 1 interaction; an email = 1 interaction but at the point of response or forwarding becomes 2 interactions. Currently, an interaction involves 1 or 2 people (no group chats, conference calls, etc).  
Conversation A group of related Interactions, representing a "thread" between an Individual and Associate. (FYI, Messages are grouped together into Conversations in FB, Gmail, Yelp. LinkedIn calls exchanges "Messages" showing at the parent thread).  
"Get Content" Action A special type of Action within ENGAGEcx, where the response to the customer triggering the event is to deliver special content, based on his persona or other information on the event. An example would be a Web Offer, where the picture included in the offer may vary according to the loyalty level of the Individual.  
Channel The umbrella mechanism that controls the Associates' and Individuals' experience as they engage. Configured as part of implementation, the Channel is defined by its Channel Type, Media, and Delivery Patterns as well as the Life Cycle Model associated to it. A given implementation will deploy different Channels due to
(1) Implementation of different Channel Types, and
(2) the level of granularity desired for Event analytics.
The implementer has flexibility to decide whether to implement more distinct Channels or fewer Channels with more Delivery Patterns within them.
Channel Type Category of Channels that share strong physical or behavioral characteristics. Current Channel Types are Digital Channels, Phone Channels, Twitter Channels and Content Only Channels.  
Media Type The mechanism of communication from the Customer to the Associate. Examples include Phone, Chat, Voicemail, Social (Twitter).  
Delivery Pattern The mechanism that controls the Users' and Individuals' experiences within a given Channel. Configured as part of an implementation, the Delivery Pattern is comprised of 5 main elements: (1) Scoring Criteria, which match the Event to the Delivery Pattern based on characteristics of Event or Individual (e.g., URL/Interaction Context fields)
(2) Delivery Criteria, which determine which Associates are qualified to receive the Interaction,
(3) Delivery Content, which controls what User-based Content and Individual-based Content is displayed,
(4) Delivery Alert and Timeout Settings, which control how many Associates are notified, and when the event is re-routed, and
(5) Engagement Handoff, which defines what ratings are captured and which life cycle model is applied when the event is closed.
Scoring Criteria The attributes used to match the Interaction to the appropriate Delivery Pattern. NOTE: Even though "Score" implies a weighting, the processing is currently a filter or qualification.
Delivery Criteria The attributes used to determine Qualified Associates. Delivery Criteria may be Skill-based or Location-based.  
Associate Facing Content Content delivered to Associate, such as the web C360 and mobile C360 pages.  
Customer Facing Content Content delivered to Individuals, such as the Contact Us/Drawer pages or the fields available via the Inbound Event APIs, or the voicemail message.  
ENGAGEcx Life Cycle
Engage Life Cycle The cyclical steps through which a company guides and follows a customer as they understand and buy offerings. An ENGAGEcx implementation has only one conceptual life cycle, though not all customer journeys hit every stage in the life cycle.  
Engage Life Cycle Stage The individual steps through which a company guides and follows a customer as they understand and buy offerings. Examples for a retail company are "Inquire", "Consider", "Engage", "Buy", "Reject." Examples for a hotel are "Inquire", "Consider", "Engage", "Reserve", "Pre Stay", "Stay" and "Post Stay."  
Customer Event Ratings Ratings used to assess customer behavior on each event. Out of the box, they are 'Affinity,' which describes the customer's positive/negative response to the specific touchpoint, and 'Readiness-to-Buy,' which describes how close he is to making a purchase (or achieving the end goal of the engage life cycle).  
ENGAGEcx Event Process Stages
Identify Stage 1 of the engagement process. When an event is submitted, the event's initiator's Channel and Org are confirmed, and an event is created. If any of the individual's identifiers are matched, the event is linked to an existing individual. Otherwise, a new individual is created and linked to the event.  
Locate Stage 2 of the engagement process. The individual's location is determined based on the location fields configured and provided in the interaction. Intent for the future is to provide extensibility capabilities at this step in the process to allow additional look up and/or data enrichment.  
Score Stage 3 of the engagement process. The 'best fit' Delivery Pattern from the Channel is selected based on the individual and event attributes provided on the event.  
Match Stage 4 of the engagement process, which only applies to Interactions not Actions. Qualified Associates are identified based on a match between the Skills and/or Locations defined in the Delivery Pattern and Available Associates with those Skills and/or Locations.  
Deliver Stage 5 of the engagement process, which also only applies to Interactions not Actions. Logic to create a Work Item and navigate that Work Item to an Associate occurs here. Main differences in logic are based on the interaction's media type, whether it is a live or nonlive interactions and how the Delivery settings are defined in the Delivery Pattern. For instance, delivery for a phone call manages the logic to call one or more available Associates and play a greeting, as well as when to re-route if no response is given, while delivery for chat, e-mail, etc., behave slightly differently. Also known as Routing.
Disposition The final step of the engagement process, where a given event is categorized, ratings are captured, the event is closed and the transaction is queued to analytics as well as the optional SQS stream for downstream system processing. Also known as FollowUp and Conversion.
More Engage CX Process Terms
Delivery Group A hierarchical abstraction of an Organization used in the Score and Route stages to match an Interaction (carrying attributes from the Channel through which it came) to a user, as well as after the fact by an Organization to structure analytics. Delivery Groups may be based on Locations, Territories, or Products or other Context available via the Interaction. They are generally not related to the type of Media used for the Interaction - unless the company has a go-to-market strategy based on channel.  
Delivery Location A "leaf node" in the Delivery Group hierarchy that defines a physical site of the Organization. Users are associated to a Delivery Location, and the proximity logic of routing the Interaction to a user, as well as visual mapping logic, makes use of the Delivery Location.  
Skill One or more characteristics that are associated to a User that describes the kinds of expertise that User has. Orthogonal to the user's Delivery Group, Skills are also used in routing the Interaction to a given pool of users.  
Work Item Not an user or customer facing term in ENGAGEcx, though you may see it in certain error messages. The lower level object used to indicate an event or an action is required by a person. An Interaction is a type of Work Item.  
Have more questions? Submit a request


Powered by Zendesk