Why is it so difficult to deliver consistent, effortless customer service interactions across communication channels and touchpoints. A fundamental reason has to do with how companies are internally organized. In many companies, sales, marketing, and customer service are discrete functional silos that don’t necessarily share the same technologies, business processes, data, or even the same definition of measures of success.
Let’s take a quick look at the organizations that make technology purchases for customer service. Obviously, the customer service operations group makes most of these purchases. Yet marketing and eBusiness organizations also purchase many technologies that are valuable to customer service such as social listening solutions, enterprise feedback management solutions, and social media technologies. Here are some numbers to back this up: in a survey of eBusiness and channel strategy executives, 91% said that they were responsible for the website and digital channels like email, chat, and web self service, and another 69% said they were responsible for the mobile operations, including the required technology purchases.