Several months ago I hosted a roundtable discussion with public-sector CIOs from multiple Singapore government agencies. We focused specifically on social computing — how it will alter the way public-sector agencies interact with constituents and each other. While the focus was on Singapore, the key takeaways are universal, hence my interest in sharing the findings here.
In the midst of discussing the usual suspects — concerns about security, privacy, risk management, audit, and compliance — we came to a consensus on some key points:
Clearly identify what services or information constituents actually want, not what the agency wants to deliver. A poorly implemented social computing app risks becoming a glorified suggestion box, or worse — “next-generation knowledge management.” In other words, a costly solution looking for a problem. Focus instead on how to actively engage users — using advanced analytics and business intelligence (BI) to deliver value. In some cases, it is as simple as asking instead of assuming.
Combining formal and informal data will be a major challenge.The more effective agencies are at encouraging voluntary, “opt-in” style usage, the more challenging it will be to segregate user-provided information and data from more formal, agency-provided data that must be rigorously maintained and secured. Take this information “sourcing” issue into account when documenting data management policies.
What are the key trends that CRM trends that business and IT professionals need to pay attention to in setting their plans during 2012? Here are the top trends that I am tracking. My full report that spotlights our latest research and recommendations for how to compete in The Age of the Customer will be published in late January.
1. Customer experience management will move beyond aspiration to strategy. More organizations will move beyond empty goals like becoming “customer-obsessed” to define clear and actionable customer experience strategies. The strategy must meet three tests: 1) It defines the intended experience; 2) it directs employee activities and decision-making; and 3) it guides funding decisions and project prioritization.
2. Brands will embrace the experience ecosystem. Firms will move to break free from their organizational silos, invest in understanding customer moments of truth through journey-mapping, and embrace the concept of the “customer experience ecosystem” — one that considers the influence of every single employee and external partner on every single customer interaction.
3. Experience management will emerge as a management discipline. There is increasing acceptance of the idea that customer experience management can be thought of as a discipline — a set of sound, repeatable practices such as those are defined in Forrester’s Customer Experience Maturity Framework.
The contact center solution ecosystem that customer service organizations use has grown more complex over time, as highlighted in our latest TechRadar™ on these solutions. Customer service executives struggle to enforce consistent processes for their agents to follow so that those agents can deliver optimal customer experiences. The amount of data and information that agents need to use to resolve customer inquiries is exploding. Vendor mergers and acquisitions as sectors consolidate are creating product and support risks. And new contact center solution delivery models, including managed services, outsourcing, and cloud-based offerings, are presenting new opportunities.
To define the context for making smart contract center strategy and technology decisions for customer service, Forrester partnered with CustomerThink to survey 75 contact center professionals to understand which technologies were being used and who was making purchasing decisions. We found that:
A set of core technologies are must-haves for contact centers. Core contact center technologies enable agents to manage voice calls, email and chat requests from customers, log and manage inquiries via case management systems, and manage and optimize agent workforces. These solutions are mature and continue to deliver significant business value. 53% use case management solutions; 58% use workforce management solutions; 48% use quality monitoring; 62% use voice IVR or self-service speech platforms; 44% use email response management systems; and 50% use chat solutions.