For the servicing organization, the proliferation of service channels is both a blessing and a burden. With pressure on these organizations to meet customer demands for faster service coupled with rising service-related costs, the availability of multiple channels affords the servicing organization with numerous avenues to expand the reach of service information and updates.
The use of analytics in contact centers enables management to extract critical business intelligence that would otherwise be lost.
By analyzing and categorizing recorded conversations between companies and their customers, useful information can be discovered relating to strategy, product, process, customer satisfaction/retention, and operational issues. This information gives decision-makers insight and the ability to react quickly to customer sentiment and behavior, as well as customer response to both outbound and nascent market and brand positioning.
Aberdeen Group's contact center research provides fact-based insights that reveal the best practices leveraged by business and IT decision-makers to ensure the effective delivery of customer service and call center excellence to drive customer satisfaction and overall profitability. As commoditization pressures in a global economy drive down margins on the product-side of business, organizations are looking to leverage their service operations to differentiate themselves from their competitors through contact center excellence, which in turn leads to overall improved business performance.
Primary Pressures
In September 2009, Aberdeen Group surveyed over 190 service professionals to distinguish Best-in-Class companies from Industry Average and Laggard. Analysis of the respondent data revealed that the primary pressure driving forward the evolution of the respondents' contact center initiatives was customer demand for faster service issue resolution -- improved time to repair and first-call resolution (Figure 1).
Figure 1: Market Pressures for Improved Customer Service via Contact Center or Other Web-Based Support Channels
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For the servicing organization, the proliferation of service channels is both a blessing and a burden. With pressure on these organizations to meet customer demands for faster service coupled with rising service-related costs (Figure 1), the availability of multiple channels affords the servicing organization with numerous avenues to expand the reach of service information and updates while injecting efficiency in the delivery of service.
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