Businesses, in 2011, are refocusing on strategies that differentiate them from their competitors. One way to do this is by focusing on customer service. We see that organizations are ramping up their multichannel customer service initiatives. In fact, 90% of customer service decision-makers told Forrester last year that a good service experience is critical to their company’s success, and 63% think the importance of the customer service experience has risen. However, customer expectations are getting higher. Customers are increasingly online, want self-service options, and demand responses in real time, often through their mobile devices. Moreover, social media, such as Twitter and Facebook, has grown to be an important new channel for interacting with customers and engaging in innovative ways.
To meet these challenges, organizations continue their search for solutions to address their most pressing customer interaction management problems. Leaders of customer service and product support organizations tell us that they want to strengthen five key capabilities:
Delivering the same customer service across communication channels. It is critical to standardize the resolution process and customer service experience across communication channels (email, phone, web self-service, chat, etc.)
Empowering agents and customers with knowledge management (KM) tools. Advanced knowledge management and search tools are a critical necessity for delivering contextual, personalized self-service and agent/customer experiences.
Supporting agile customer service with a strong foundation of business process management. Organizations are extending BPM to customer service to standardize service delivery, minimize agent training times, ensure regulatory and company policy compliance, and control costs.
In 2011, organizations will ramp up their multichannel customer service initiatives. This will be harder to do than in the past, as customers now expect more: They are increasingly online, want self-service options, and demand responses in real time, often through their mobile devices. Social media, such as Twitter and Facebook, has also grown to be an important new channel for interacting with customers and engaging in innovative ways.
Navigating the complex customer service solution ecosystem is difficult, as there are many good solutions available. One category of solutions to consider is the customer service capabilities provided by leading CRM suite software solutions providers. These vendors provide core customer service transactional and data management capabilities. There are also many specialty solution providers that provide best-of-breed capabilities that are good options to fill specific gaps in your customer service technology infrastructure.
To help you sort though the choices, I recently investigated 24 specialty customer service solution providers that offer solutions for cross-channel interaction management, knowledge management for customer service, business process management for customer service, customer communities, and customer feedback management, both traditional and via social listening platforms. In summary, I found that:
eGain, Genesys, Moxie, Parature, and RightNow offer mature and comprehensive solutions for multichannel management. LivePerson and FrontRange also provide multichannel communications capabilities, if your needs match their offering.
With 2011 still bright and full of hope for most of us, what are the key trends that customer service professionals need to pay attention to as you plan for success this year?
Here are the top trends that I am tracking. My full report will be published in January.
Trend 1: Organizations Standardize Customer Service Across Communication Channels
In 2011 and beyond, customer service management professionals will continue to work on standardizing the resolution process and customer service experience across communication channels (e.g., web self-service, chat, email, Twitter, phone).
Trend 2: The Universal Customer History Record Becomes A Reality