Studie - Implementing cross-channel analytics to improve customer loyalty

The increased consumer adoption of smartphones, more pervasive Wi-Fi and dissatisfaction with traditional customer-service channels are all driving customers to web self-service. In addition web tools, such as social media and web chat, are hives for customers to share information. Customers often use more than one channel to find information before calling a customer-service representative. This means customers now call contact centers when they have more complex queries or time-sensitive requests. At the same time, enterprises have been on a cost-cutting tear, tightening IT budgets. They are heavily focused on improving customer retention and upping customer satisfaction. Enterprises need to get a better handle on how customers use different channels and how to optimize the experience across them. The emerging cross-channel analytics market will be key in helping enterprises improve channel disparity and customer service.

Executive summary

In a nutshell

Recommendations

Enterprises should use analytics to better understand customer needs and improve satisfaction

Contact center vendors need to address enterprises’ multichannel needs by integrating cross-channel analytics

Analysis

Customer interaction is changing

Defining multichannel and cross-channel analytics

The evolving multichannel contact center

Consumer behavior is changing with the convergence of web and mobile

Enterprises are evolving to understand customer needs and improve satisfaction rates

Contact center vendors provide a number of different analytics solutions and are developing greater multichannel capabilities

Drivers for adoption of cross-channel analytics

Enterprises are grappling with multichannel challenges

The top benefits of cross-channel analytics are improved operational efficiency and customer retention











List of Figures

Figure 1: Consumers’ favored channel preferences for customer service

Figure 2: Enterprises’ major multichannel challenges

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