Contact Center Solutions Featured Article

Companies Across the Globe Lack Proper CEM

June 26, 2008

The total experience of the customer should be a key focus for the contact center as it is often the only point of interaction between the company and the customer. If the contact center does not view customer service as a priority, the customer experience will suffer, as will the health of the customer base.

Cincom Synchrony recently sponsored an in-depth Ventana Research benchmark, “Customer Expereince Management: (CEM) Improving the Consistency and Quality of Customer Interactions” to assess what is happening in markets throughout the world.

According to this research, only 12 percent of organizations provide optimal CEM, leaving angry and frustrated customers in the majority. More than 253 worldwide companies from all major industries participated in the benchmark that focuses on the maturity and direction of business throughout the world.

The other 88 percent of organizations should be looking for ways and tools that will help to improve consistency and quality with customer interaction, primary factors that impact agent/customer communication and reasons why innovative companies are relying on “smart desktop” technologies to improve agent performance and the customer experience and key performance indicators (KPIs) for CEM driven companies.

"Today's customers may be one annoying phone conversation or frustrating experience at a poorly functioning website away from defecting to a competitor," said Richard Snow, Ventana Research's vice president of customer performance management research, in a company statement.

"To rise to this challenge, businesses need to practice customer experience management (CEM), addressing issues involving people, processes, information and technology that influence customers' experiences and behavior at every point they touch the business."

Too often, organizations view the contact center as a drain of resources that is in place merely to provide a contact point for customers. While it is true that it should be a contact point, it also needs to be noted that it can make the difference between keeping and losing a customer.
 
Consumers are more likely to rate a company based on their interaction with them, rather than on the product that the company delivers. In other words, the company cannot survive on brand name alone. It must ensure that customers equate quality with their brand, not only in the product, but in the service that is delivered to the customer.

Proper CEM solutions help to ensure that the company is protecting its most valuable asset – its customer base. A company that fails to effectively manage customer interactions will spend most of its time and resources to attract new customers as it lacks the necessary tools to protect its base.

Susan J. Campbell is a contributing editor for TMC (News - Alert) and has also written for Market Drive News. To see more of her articles, please visit Susan J. Campbell’s columnist page.
 
 
 

Article comments powered by Disqus

Related Contact Center Solutions Articles

Plantronics' DA80 Makes Customer Service Centers Smarter

The moniker smart is now attached to phones, TVs, homes and even cars. As the size of computer processors get even smaller, more products will be embedded with the technology to make them smarter to deliver improved efficiency and productivity for many different industries. For contact centers, the goal is to always improve customer service, and then new Plantronics next-generation USB audio processor not only increases the effectiveness of service center operations, but it makes customer intera… [ Read More ]
02/25/2015

Contact Solutions Launches Adaptive IVR that Learns from Caller Behavior

We are all familiar with Interactive Voice Response (IVR) systems as the first thing we typically encounter when calling a contact center. The fact of the matter is that today's IVR capabilities can do a lot more than just give us options for directing calls to the appropriate resources. They are in fact valuable tools for contact center administrators in terms of improving the customer experience. In fact, as illustrated by the recent announcement by Reston, VA-based cloud-based customer care s… [ Read More ]
02/25/2015

Interactive Intelligence Highlights Five Customer Interaction Trends to Watch in 2015

A few weeks ago collaboration, communications and customer engagement solutions provider Interactive Intelligence hosted a jam-packed webinar called What's New for Contact Centers in 2015 and Why it Matters. If you missed this event, you can still watch and listen to the archived version, and it is highly recommended to say the least. [ Read More ]
02/19/2015

Teleperformance Wins Frost & Sullivan Award for Product Leadership in Chile

Work with BBVA cited as Teleperformance Wins Frost & Sullivan Product Leadership in Chile award. [ Read More ]
02/18/2015

Events

Weekly Live Demo
Contact Center Solutions

Register Today!


Weekly Live Demo
CaaS Small Center

Register Today!