Contact Centers: Why Customer Engagement Initiatives Fail

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While advancements in technology, including cloud, are ultimately a good thing, it’s imperative that we not become so technology-centric that we lose sight of the individuals who are using these tools as a means to reach out to and engage with us. A 2013 study from the Economist Intelligence Unit, Voice of the customer: Whose job is it, anyway? claims that over the next three years, global organizations will make understanding and interacting with their customers their number-one priority.

Of those surveyed, only 56 percent believe their companies clearly understand their customers, and just six in 10 viewed their companies as customer-centric. Just over half reported a clear understanding of customers' tastes and needs. At the end of the day, we’re in the business of serving customers, or better put, individual people. These are the same people who will ultimately determine whether we succeed – or fail miserably.

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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