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According to the survey of 100 customer service managers in the US, UK, Canada and Australia, 90% are measuring the success of their service and support organisation based on customer satisfaction metrics, with 62% saying customer satisfaction was the top priority.
Furthermore, 69% said channels such as live chat, social networks and forums were key contributors to improving customer satisfaction.
"Today's operators and device OEMs are increasingly looking at customer experience as a means of differentiation, and we believe this is changing the way they engage with their customers, from pre-sale service to post-sale support," said Aphrodite Brinsmead, customer interaction analyst at Ovum. "The data suggests that this customer-centric approach will become more prevalent over the next few years, as companies invest in analytics and mobile applications in order to improve service across all devices and touch points."
