With the emergence of the online, always-connected customer, global analyst firm, Ovum, say that new analytics solutions, multichannel metrics, and better collaboration tools will be crucial in 2013, and that vendors will need to step up and add these capabilities fast, or else “risk losing business.”
According to Ovum senior analyst, Aphrodite Brinsmead, enterprises need to support today’s customers by providing timely and accurate responses via mobile, web, and voice channels.
“In order to succeed, they must address customer needs at every stage of the customer lifecycle, and support and integrate data internally.
According to Ovum’s report, social media response teams will move into the contact centres, driving the need for better social media management tools.
The global analyst firm forecasts a Compound Annual Growth Rate (CAGR) of 21 percent for social media monitoring within the customer service function in the next five years, and Brinsmead says that mobile self-service will become more intelligent, customers will have the ability to request a callback from within a mobile application, and it will become “easier to transfer a query from a self-service application to voice, chat, or email.”
Brinstead also says that traditionally siloed applications such as performance management, business intelligence, and customer feedback will be merged into voice-of-the-customer (VOC) analytics suites that help enterprises view and compare data across different stages of the customer lifecycle.
“Many enterprises will have a mixture of cloud and premise-based customer service solutions, although, for most companies, core automated call distribution (ACD) functionality is likely to remain on-premise for the foreseeable future because of existing investments and mentality.”