Jacada's Call Intent feature involves mapping a customer's navigation on your website and collecting information about the customer. The data collected is used to help assess the customer's goal, so the Interaction flow can then be customized according to the customer's needs. For instance, your Interaction can branch in different directions based on whether a customer is buying a product, collecting information about the product, or needs technical assistance with the product. 

In the following example, the navigation information collected helps us understand that the customer is attempting to download a certain driver and requires some assistance. Your website designer can create additional variables to collect more details to pass to the Interaction, such as the specific type of driver involved. 

The Call Intent feature is also useful for directing call routing when customers use the Interaction's Contact Us option to call the customer service center. For example, if we know that a customer is shopping for a camera, this information can be included in the routing data, and the call can be transferred to an agent who specializes in cameras. This case illustrates how caller intent data can be used to increase sales by improving customer experience.

Call Intent Workflow
The flow that takes place when Call Intent is configured is illustrated in the figure below. The phases of the flow are explained in detail in the sections following the diagram.

Note: For details about how to set up Call Intent support in your website, refer to Configuring Call Intent Functionality.


Phase 1: Preparing the Website
In this preliminary phase, the web designer prepares the site by adding callintent.js code to the relevant web pages. This code contains a javascript object that wraps all the functionality used to support the Call Intent feature. For more information, refer to Configuring Call Intent Functionality.

Phase 2: Navigating the Website and Collecting Data
In this phase, the customer navigates through different pages of the website, and in the end arrives at the page on which the Interaction is featured. During customer navigation, key-value pairs of custom variables configured in the callintent.js code are collected and passed to the Call Intent server, where they are stored. 

The collection of variables is associated with a unique session identifier known as the Call Intent ID. This identifier is used in the next phase to retrieve the values of the variables.

Phase 3: Launching the Interaction
At this point in the flow, the customer starts the Interaction. The session identifier (Call Intent ID) is passed as a parameter in the Interaction's access URL, and is used to retrieve the values of the variables collected in Phase 2.

Phase 4: Populating the Variables
In this phase, the Interaction Server retrieves the variables stored by the Call Intent Service, and populates the Interaction with their values. In addition to any custom variables (as defined in Phase 1), the following values are returned by default:

  • Navigation start time
  • Navigation current page
  • Latitude and Longitude (if available)

Phase 5: Routing the Customer's Call
If the customer contacts the call center, the IVR can retrieve the values contained in the Customer Navigation variable set (see Phase 4) by invoking the Get User Variable Set API.

The variables collected can be then used for routing purposes, and can be made available to the agent using the Agent Application.