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Industry Research : Customer Experience Falling Short Across Multiple Channels, Serenova Market Research Finds

#contactcenterworld, @SerenovaShine

According to a recent customer experience survey from Serenova, organizations are not delivering the seamless customer experience that their customers want and need. In fact, 77% of the survey respondents reported having had a bad customer experience within the last year when interacting with a brand. And, alarmingly for these brands, two-thirds of respondents would not purchase from a brand again if they had a bad experience with them.

Serenova’s State of the Brand Experience Survey was designed to measure consumer attitudes towards their customer experiences with brands across the United States and United Kingdom. The company commissioned Vanson Bourne, an independent technology market research specialist, to interview consumers in the United States (2,000) and United Kingdom (1,000). With the majority of respondents (80%) stating that they do not always have a seamless experience with a brand across channels, the survey showcases the complex challenges that contact centers face in satisfying today’s evolving consumer demands.

Three in four of the survey’s respondents stated that a knowledgeable staff and quick resolution of issues indicate a good customer experience. However, about two-fifths (39%) of survey respondents have encountered varying speed of service from an organization depending on the channel they used to interact. This is a clear indication that agents do not have the data or tools they need to consistently deliver exceptional customer service, regardless of channel.

"The survey results are an eye-opener for how organizations are still not getting customer experience right–even though it is a critical competitive differentiator across industries," said Michelle Burrows, CMO of Serenova. "Ninety-six percent of our survey respondents stated that they would take some type of action if they’ve had a bad customer experience. This can mean not purchasing again from a particular brand or sharing their experience with friends and family and on social media. Getting customer experience right is more important than ever, particularly because sharing bad customer experiences has never been easier for consumers. It is critical for organizations to provide their contact centers the right tools to solve customer issues quickly and smartly. Front line contact center personnel must have the content and context of past interactions be able to effectively interact with a customer, regardless of the channel they use."

The survey focused on specific areas to help companies gain a better picture of the progress they are making on customer experience.

Additional key findings include:

  • The majority of consumers use digital channels to interact with brands: 90% through a seller’s website, 90% through a digital marketplace (e.g. Amazon), and 55% via a mobile application

  • 73% of respondents say that it is crucial or very important that brands can deliver seamless experiences across their various channels

  • The majority of respondents associate unhelpful or rude staff (79%), a lack of staff knowledge about products/services (64%), and/or spending too long on hold/waiting when trying to lodge a complaint (59%) with bad customer service

#contactcenterworld, @SerenovaShine

About Serenova:
Company LogoSerenova simplifies every aspect of the customer experience, from front office to back, to make life easier for you, your customers and your employees. Our customer-focused brands achieve brighter interactions, deeper insights, and more meaningful outcomes with Serenova’s always-on, highly secure, true multi-tenant and instantly scalable Contact Center as a Service (CCaaS) platform, CxEngage. Headquartered in Austin, Texas, Serenova has operations in California, Canada, the United Kingdom and Australia/New Zealand.
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Published: Wednesday, May 1, 2019

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2021 Buyers Guide Business Continuity


CallGuard Remote
A flexible way to take secure, PCI DSS compliant payments from home or remote locations. It’s quick to deploy needs no changes to processes or systems.

CallGuard Remote prevents agents from seeing, hearing or recording card details so, the agent, their screen, and any call recordings are removed from the scope of PCI DSS.

This simple approach means the customer effectively types their own payment information into the agent’s payment screen, but with the card details being shielded from the agent’s view. It’s simple, and highly effective.
PH: 01442 458300

OpsTel Services

The SPEED solution solves for service level issues while cost optimizing the environment with automation.

Provides an enhanced way to speed up & optimize invoking temporary agent skills configuration changes into the contact center environment.

Speed allows you to schedule both future changes & temporary changes that auto-revert back to the original state when scheduled time expires.

Speed features:

*Automated / Scheduled Temporary Agent Skills Configuration Management
*Immediate Temporary or Reoccurring Schedule Skills Configuration Changes
*Easy to Use/Operations Administration Focused
*Descriptive Monitoring Activity Dashboard
*Detailed “End to End’ Audit Trail and Perfor...
(read more)
PH: 1+480-435-9390


VADS Business Continuity Plan
VADS provides a business continuity plan by providing full outsource services and manage services. we've provided this to several clients. You can contact us for a detailed study case.
PH: 0217991445

Teckinfo Solutions Pvt. Ltd.

InterDialog UCCS
Adapting to the new normal contact center industry has to be ready for work from anywhere agents to maintain business continuity. Even when working from remote locations, the work from home agents or remote agents need to be monitored for smooth customer service operations or effective tele sales.

InterDialog UCCS with its work from home agent ready call center software helps you to have complete control over your contact center operations. Agents can log in from any where , home, office or any other place where they are through their mobile phone or desktop , or even through our ID mobile app . With centralized recording & reporting , you gain visibility of all contact center metrics , and you can manage your center the same way as you were doing when working from office.

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