Forrester Data Shows An Explosion Of Channels For Customer Service With Inconsistent Satisfaction Ratings

We know that consumer preferences for customer service channels are rapidly changing. And it’s not just the younger generation of consumers — there’s disruption and change across all ages and  demographics. Our 2013 data about communication channels that customers use for customer service is available in my lastest report, and key data points from this report can be found in my latest blog post. Key takeaways are:

  • Consumers want to use more, rather than fewer communication channels for customer service.
  • Consumers are using a set of new channels were not statistically significantly used 3 years ago. For example: SMS, click to call, screen sharing, virtual agents
  • Online and digital communication channels are becoming increasingly utilized for customer service
  • Voice is still the most widely used channel, with a 73% utilization rate. This percentage has not changed in the last 3 years.
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Oracle's Customer Experience Management Technology: Its A Good Thing, But Really Hard To Do

I was at Oracle’s Analyst day today, and spent time with the Customer Experience Team drilling into the technology that allows organizations to deliver consistent, cross-channel, cross-touchpoint experiences across what Oracle terms the buying and owning journey – and which parallels Forrester’s viewpoint quite nicely. Here is Oracle's view of this journey:

 

 

 

 

 

 

 

 

 

 

 

Most companies cannot deliver consistent customer experiences across the explosion of touchpoints and communication channels.  This is, in part, because companies have historically implemented customer-facing technologies in silos, disconnected from each other. Here's some data points about customer service that backs this up. In a survey of eBusiness professionals, only 19% and 21% of the respondents believe that they are effective at multichannel integration and back-end integration, respectively.  More than that, companies are not treating this problem as pressing: In our latest Forrsignts survey, only 34% of companies interviewed are planning to do any type of multichannel integration – and again, this is data for customer service only!

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