Contact Centers: Why Customer Engagement Initiatives Fail

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While Big Data is a term that is a bit overused these days, for a contact center, data is power and used correctly, it will have a huge long-term impact on the business and the customer experience. By making sense of all of a company’s customer information in all its historical and real-time detail, Big Data allows contact centers to put a business focus on managing interactions more than ever before and to make intelligent, data-based decisions using months and years worth of detailed data, not just high-level summaries or snap-shots of specific time periods. By leveraging the power of Big Data across all data sources, contact centers can make recommendations for call routing, customer-agent matches, scripts, and cross-selling, as well as help improve efficiency overall. Used correctly, Big Data equals big opportunities.

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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