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

Interactive Intelligence's Ninth Consecutive Year of Happy Employees

Interactive Intelligence managed to land in position 14 on Indiana's 2015 Best Places to Work list, taking its slot in the "major companies" category. [ Read More ]
05/27/2015

Golden Gate BPO Solutions Partners with NETCAST BPO Services

When it comes to business process outsourcing (BPO) while many parts of the world are gaining traction as places to locate facilities, India and the Philippines because of their large English-speaking talent pools remain the dominant BPO places to operate. This is particularly true for companies whose majority of customers require support in English. [ Read More ]
05/21/2015

AMC Technology Contact Canvas Integrates Contact Center Apps to Microsoft Dynamics CRM

In recognition of the value-added of CRM integration with contact center capabilities, enterprise and contact center application integration software specialists AMC Technology has announced it has telephony enabled Microsoft CRM 2013 and 2015 through its Contact Canvas platform. The AMC platform allows customers to integrate business apps and communications across the enterprise, from contact center agents to knowledge workers and mobile staff. [ Read More ]
05/21/2015

Lazy Dog Restaurants Partners with RRT On Takeout Management Solution

When it comes to the business world, customer satisfaction is the real currency that keeps a company going. This is true whether talking about a retail or restaurant or a call center. Lazy Dog Restaurant and Bar just announced it is taking the next step in increasing its customer service approach thanks to an agreement with Restaurant Revolution Technologies. The agreement will allow Lazy Dog to implement an innovative takeout order management solution that is going to be supported by the compan… [ Read More ]
05/12/2015

Events

Weekly Live Demo
Contact Center Solutions

Register Today!


Weekly Live Demo
CaaS Small Center

Register Today!