Backbase adds social features to customer experience platform

Source: Backbase

Backbase, provider of the world's leading lean customer experience platform (CXP), announced a strengthened focus on social capabilities within the company's flagship product.

Backbase now helps enterprises to expand their omni-channel strategy by allowing them to merge their social channels seamlessly into the Backbase CXP, to be managed alongside the digital desktop and mobile channels, and offline touchpoints already supported by Backbase.

The new social capabilities were revealed during a presentation of Backbase earlier today at FinovateAsia in Singapore, the elite fintech conference. Attendees were able to see the social login, social publishing, social marketing, and intuitive social app management features during a demonstration of the customer experience platform.

"Today's enterprises need to interact with their customers, partners, and employees through compelling, seamless experiences across several channels," said Jouk Pleiter, CEO & Co-Founder of Backbase. "With the new social capabilities that we deliver through the Backbase Customer Experience Platform we have made another great step forward in our vision of managing the entire omni-channel customer experience, from regular computers, to tablets and smartphones and now also social media channels."

It is now possible to immediately distribute all portals, content, and campaigns created with Backbase across multiple social platforms at the click of a button. Additionally, end-customers will be able to use social login to authenticate their identities, which is great news for businesses as it reduces the number of barriers customers must cross before accessing the portal. It has been proven that social login boosts registration rates by up to 90%. Equally valuable for businesses is the direct access to a wealth of first-party customer data with which they can create a completely personalized customer experience.

Backbase has also included social targeting capabilities: businesses that offer social login will be granted permission to access valuable personal data by customers who opt-in to the feature. This detailed profile information, including their interests, demographics, education, social connections, work history, and more, can be gathered and be stored in the customer profile and used to create highly personalized campaigns with Backbase's digital marketing tools.

Businesses teams will also be able to create mobile and omni-channel ready apps as well as create and manage any social applications, such a as Facebook Apps. Creating and deploying an app on Facebook provides an opportunity to really connect with customers in a sphere where they are highly receptive, and freely sharing information that can help organizations create the most compelling digital experience possible. Apps built with Backbase Portal can integrate with and use many aspects of, including the News Feed and Notifications. Incorporating all of the core Facebook Platform technologies, such as Social Plugins, the Graph API, and Platform Dialogs into an app is simple. Digital marketing teams can now maintain total control over the app's 'canvas page', allowing them to optimize experiences without IT support. 

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