In the late 1990s, CRM systems were launched to help organizations become customer-centric, to manage customer relationships from end to end, through marketing to sales to customer service, and to provide a “360-degree view of the customer.” For a variety of reasons (overselling, lack of proper adoption, missing functionality), they never lived up to many companies’ expectations, and so CRM got a poor reputation. I recently wrote that customer experience management has undergone significant change in the last 18 months, taking over the role of helping organizations become customer-centric, and that CRM vendors have played a part in these changes. Some of the larger ones have, in my view, taken a backward step by breaking CRM into three components to support marketing, sales and customer service; this makes it harder to support the end-to-end customer life cycle.
During a recent briefing with NGData, I was initially put off by excessive “marketing speak.” The team began by describing its product, Lily Enterprise, as a “customer experience operating system.” Being used to having operating systems run entire computers, I wasn’t sure what this meant. This term was followed by a statement that NGData’s products help companies transition from being “B2C to C2B,” that is, to put the customer first, an idea that has been around for several years but in my experience few companies achieve. One of the biggest challenges in this regard is that most companies are organized into business groups, and each business group typically has its own processes, systems and metrics, a situation that makes it hard to have a single view of the customer and take actions based on the same customer view, and which lends itself to focusing on internal goals, not the customer. As an example, our research into next-generation customer engagement shows three key impediments to delivering exceptional customer experiences: systems that are not integrated (for 49% of organizations), communication channels managed as silos (47%) and customers receiving inconsistent responses at different touch points. The root cause of all these is data – customer data. Organizations have multiple systems that generate customer data, in multiple forms: for example, structured data in CRM and ERP systems, voice recordings, text data from multiple sources (letters, email, Web scripts, text messages, chat scripts and social media posts), video and event data such as a customer downloading a film. With so much data in so many formats, it is hard for companies to generate a single, “360 degree” view of the customer that can be shared across the whole organization.
Topics: Customer Analytics, Customer Engagement, Customer Experience, Speech Analytics, Analytics, Cloud Computing, Customer Service, Call Center, Contact Center, Contact Center Analytics, CRM, Text Analytics
Over the years, our benchmark research studies on contact center systems have shown that larger centers use dedicated contact center systems to support their operations nearly twice as often as centers that have fewer than 250 seats. Smaller centers typically lack budgets and technical skills to deploy and operate such systems. This situation is evident in the tools commonly used to support workforce management and analytics; smaller centers most often use spreadsheets. While spreadsheets have their place in limited ad hoc analysis for small groups, in an environment such as a contact center, they cause issues with regard to ingesting data from multiple sources and providing analysis in real time.
I have been involved in the contact center, CRM and customer engagement business for more than 25 years. Yet only in the past few years have I seen much change. Until recently nearly all organizations focused on handling customer interactions as efficiently and inexpensively as possible; few made much effort to manage customer relationships over the complete customer life cycle. However, over the last 18 months, the scene has begun to change very rapidly, and I expect that to continue and even accelerate during 2016.
Topics: Big Data, Customer Analytics, Customer Engagement, Customer Experience, Speech Analytics, Voice of the Customer, Analytics, Cloud Computing, Customer & Contact Center, Customer Service, Uncategorized, Call Center, Contact Center, Contact Center Analytics, CRM, Text Analytics
There were significant technology developments in customer experience management during 2015. Multichannel contact centers in the cloud took hold of the contact center infrastructure market; I counted 21 vendors offering such services. A variety of vendors entered the market for customer analytics, combining analysis of structured data, speech recordings, text, desktop data, Web contacts, and events and processes to provide a comprehensive “360-degree” view of the customer and customer journey maps to track individual interactions over time. In addition a range of self-service or digital customer service applications became available, including mobile apps, voice-activated virtual agents, interactive video and Q&A websites and chat driven by natural-language processing. Digitally connected devices (the Internet of Things [IoT]) and wearable devices began to emerge. In 2016 I will track and try to anticipate the impact these technologies have on the customer experience.
Topics: Big Data, Customer Analytics, Customer Engagement, Customer Experience, Speech Analytics, Voice of the Customer, Customer Performance, Analytics, Cloud Computing, Customer Service, Uncategorized, Call Center, Contact Center, Contact Center Analytics, CRM, Text Analytics