New Research Report Emphasizes Importance of Quality in Customer Support Interactions
January 22, 2013
While many contact center organizations are aware that they need to boost service quality – a depressed economy demands it, and customers are becoming more demanding of it and willing to take their business elsewhere if it’s lacking – too many companies are focusing on less important metrics. While the speed of resolution and time to answer are certainly important metrics, the quality of the interactions shouldn’t be lost. Customers are also demanding consistency in the service they receive, regardless of which channel they choose.
This intelligence is supported by a new Aberdeen (News - Alert) Group research report entitled, "Trends in Customer Service: Multi-Channel Edition." The report, which was underwritten by interactive voice response (IVR) solutions provider Voxeo (News - Alert), highlights key trends and strategies tied to the enhancement of customer service and the overall customer experience.
"Customer service user preferences and expectations are quickly evolving, and companies need to keep up with the way customers prefer to interact with them," said Sumair Dutta, VP and Principal Analyst of Customer Experience and Service Management with Aberdeen Group. "This report highlights that an increasing number of companies are understanding that fact and provides an overview of the technologies and best practices to keep customers connected, engaged and happy with a brand."
Voxeo says it’s extra critical to get customer support quality right today, since good and bad experiences are traveling much faster in today's hyper-connected world. Organizations must effectively manage the customer experience across the growing number of communications channels, including voice, SMS, mobile Web and social networks like Twitter (News - Alert).
While the traditional telephone call to a call center continues to be the first choice among customers when it comes to service interaction, these same customers also demand that the peripheral channels they use, such as e-mail, chat, Web self-service, social media, offer the same integrated, robust experience. Mobile apps are also becoming more common as a channel of choice in customer support, as customers seek a more convenient, yet effective, service experience.
The new report highlights some of the broader trends in customer support and focuses on the best practices in engaging customers across multiple channels.
"Organizations that put a combined focus on agent empowerment, channel expansion, increased automation, and improved collaboration see a nearly 30 percent advantage in customer retention and are able to drive nearly three times the customer revenue growth as compared to those that don't," added Dutta.
To find the report, visit www.voxeo.com/aberdeen-trends.
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Edited by Brooke Neuman