Contact Center Solutions Featured Article

What Makes a Great Customer Experience? Ask the Customers

August 12, 2013

While many companies spend time chasing a perfect (or at least improved) customer experience, most of them fail, for a very simple reason: they forget to ask their customers what it is they truly want out of a customer experience. It sounds ridiculous, but for many companies, it either never occurs to them, or they skip the step because, deep down, they are afraid that if they know what customers want, they will be forced to take steps to actually fulfill those wishes.

Contact center and unified communications solutions provider Interactive Intelligence, together with research company Actionable Research, recently did just that: asked customers what makes the perfect customer experience. The companies’ efforts revealed that while there are many critical elements that make up a good service experience, the most vital are the agents’ knowledge and response time. 

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This may be bad news for companies who believe that the answer to improving the customer experience is always more and better technology. In fact, while training and simulations, together with workforce management and scheduling solutions can help, this element – a well-trained, prompt and responsive agent – is one aspect of contact center business that is least likely to be influenced by technology.

In the study, customers also revealed that one of their biggest pain points is not being able to understand the customer support representative, which tends to be a factor of the widespread practice of outsourcing customer care to nations with lower labor costs.

In terms of the multimedia experience, while customers appreciate having an array of choices available when it comes to contacting a company, live telephone interaction is still the preferred method – a fact backed up by many other studies – with other media such as SMS, Web chat and e-mail far behind telephone communication.

Find the full Interactive Intelligence/Actionable Research report here.

Edited by Ryan Sartor