70% of Respondents Say Their Organisations Compete on Customer Service

The Ventana Research Executive Summary Report on Next Generation Contact Centre in the Cloud highlights some of the key findings form their latest survey to determine attitudes toward and utilisation of cloud based contact centre systems.

One of the stand out statistics is that 70% of survey respondents say that organisations compete on the basis of customer experience, with 82% using it as a motivator for improving customer service levels. One of the ways to enhance customer service is offering more channels to customers. Although the average number of channels has only increased by one in the last four years, according to the research, there is now more priority focused on digital channels such as video calls, outbound text messages, mobile apps and web based chat.

However, to make customer service improvements, businesses first need to know how well they are doing and where their weaknesses are. 63% of survey respondents said they used the customer service satisfaction metric as the main KPI in their contact centres, with average length of calls, number of calls handled and speed to answer as the next three most commonly used.

At Enghouse Interactive we have seen a switch away from cost based measurements like average call handling time towards a stronger focus on the quality of the interaction and overall customer satisfaction, but these results indicate there is more work to be done in terms of educating businesses and delivering the right technology to support this.

To download the report or to find out more about our solutions, simply complete the form and we will be in touch.