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Contact Centers: Why Customer Engagement Initiatives Fail

  • Contact Centers: Why Customer Engagement Initiatives Fail-

    In the world of contact centers, nearly every interaction between a customer and the contact center touches multiple systems across the enterprise. A 2011 study by Ventana showed that “34 percent of enterprises must get data from six or more systems to produce their analytics.” Today’s business software does not capture the true richness and complexity of customers. It captures data – not context. This makes it virtually impossible for companies to get that ever-important holistic view of their customers. To achieve this, companies need to be able to stitch data together and make correlations across the different types of data to better understand the customer, their needs, and how to best serve them each time your organization engages with them.

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Contact Centers: Why Customer Engagement Initiatives Fail

  • 1 | 2 | 3 | 4 | 5 | 6 | 7
  • Contact Centers: Why Customer Engagement Initiatives Fail-4

    In the world of contact centers, nearly every interaction between a customer and the contact center touches multiple systems across the enterprise. A 2011 study by Ventana showed that “34 percent of enterprises must get data from six or more systems to produce their analytics.” Today’s business software does not capture the true richness and complexity of customers. It captures data – not context. This makes it virtually impossible for companies to get that ever-important holistic view of their customers. To achieve this, companies need to be able to stitch data together and make correlations across the different types of data to better understand the customer, their needs, and how to best serve them each time your organization engages with them.

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.