Contact Centers: Why Customer Engagement Initiatives Fail

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Just like customers are real people, so are agents. Each year, organizations spend roughly $112 billion on call center labor and software, yet half of the 270 billion customer service calls go unresolved. Let’s face it – reaching a live person is rare. That person on the other end actually knowing what they’re talking about is even more unlikely. There is no getting around it: Your contact center agents ultimately have the biggest impact on the customer experience. Beyond ensuring your agents are well trained and have the proper tools, organizations should also have a deep understanding of their agents, their capabilities, their strengths and weaknesses, and use that information to connect the right customer with the right agent for best results.

Organizations across a wide range of industries are making significant investments in technology to improve their engagement with customers and the overall customer experience. In fact, the global customer experience management (CEM) market is expected to grow from $2.68 billion in 2012 to $6.61 billion by 2017 (Markets & Markets, 2012).

Yet, many contact centers today still take customer calls with little understanding of the business value customers represent to the larger company. And even with access to a treasure trove of data, most contact centers have a hard time seeing patterns in customer interactions that can drive the business forward, leading to mediocre business results. 

If managing customer interactions is so critical to success that the industry has built a library’s worth of best practices and an entire sub-industry of technologies and software to support them, why do companies fail so miserably at it?

Transera outlines five reasons why customer engagement programs are unsuccessful, and some recommendations on how companies can turn customer engagement into real business value.


Related Topics : Vulnerabilities and Patches, Resellers, Broadcom, Broadband Services, Supercomputing

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