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Industry Research : Ventana Research Releases Agent Desktop Benchmark Research
Ventana Research has released its latest Benchmark Research, The Unified Agent Desktop and the Customer Experience. Ventana Research commenced this research to gain insight into current agent desktop practices, as well as efforts to manage customer interactions and improve customer service.
The new research shows that the primary channel for customer service remains interaction with agents in contact centers. Acquiring and maintaining customer loyalty requires consistency at every touch point and continuous improvement in customer interactions.. Currently, fewer than half (47%) of participating organizations said that their customers are satisfied with their customer service or how their contact centers handle interactions. This has led nearly three-quarters (74%) of participants to say that improving customer service is very important while just over one-half (53%) feel that improving contact center performance is equally as important.
Ultimately, the research highlights the importance of the customer experience in an increasingly competitive business environment. The real challenge lies in providing every agent with a unified view of customer data. If an agent has to scour multiple sources of data to resolve conflicts or provide service, they risk the loss of the customer's confidence, or worse the loss of the customer altogether. As technologies continue to advance, the need to implement a unified desktop becomes increasingly more important. Participants hoping to improve response time while enabling customers to communicate through more channels will need to better align their planned technology investments with these goals. Based on the research a unified desktop is currently used in just 28% of participant's contact centers. While 23% plan to implement within the next 12 months, another 23% have no intention of investing in a unified agent desktop
"Improving customer satisfaction should remain priority number one. Companies need the right technology to support the customer experience", said Richard Snow, VP and Research Director at Ventana Research, "Our research shows that companies who provide a unified customer view to their agents, can achieve dramatic improvements to customer service. Our research has created a foundation of best practices and education to help organizations manage and retain their customer while encouraging loyalty."
Posted by Veronica Silva Cusi, news correspondent
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Published: Monday, October 29, 2012