Accommodate for always-connected customer, or risk losing business: Ovum

New analytics, multi-channel metrics, and better collaboration key for businesses in 2013

Vendors will need to add new analytics solutions, multi-channel metrics, and better collaboration tools in 2013 due to the needs of the always-connected customer, or risk losing business, according to analyst firm, Ovum.

In its 2013 Trends to Watch: Customer Experience and Interaction (October 2012) report, Ovum said that social media response teams will move into the contact centre, driving the need for better social media management tools.

In addition, the firm forecasts that social media monitoring within the customer service function will see high growth in the next five years, at a compound annual growth rate (CAGR) of 21 per cent.

Other trends predictions include: mobile self-service will become more intelligent; customers will have the ability to request a call-back from within a mobile application; and it will become easier to transfer a query from a self-service application to voice, chat, or email.

Ovum also said 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.

“Enterprises need to support today’s customers by providing timely and accurate responses via mobile, web, and voice channels,” Ovum senior analyst, Aphrodite Brinsmead, said. “In order to succeed, they must address customer needs at every stage of the customer lifecycle, and support and integrate data internally.”

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 due to existing investments and mentality.

Follow Nermin Bajric on Twitter: @nermin_au

Read more: Schneider Electric moves on the Internet of Things

Sponsored Content: Collaboration has become the new movement in IT. Servers will become an integral part of this industry transition. Click here to learn more.

Join the ARN newsletter!

Error: Please check your email address.

Tags ovumcontact centreanalystmobilecustomerchannelcall centretrendscustomer serviceforecastsmart devicesmobilityvendorpredictions

 

Latest News

05:50AM
Google defends policy that leaves most Android devices unpatched
Jan 24
Conference calls a waste of time? In 1915, this one made history
Jan 24
Box rides high on Wall Street’s warm welcome
Jan 24
China tightens Internet control by blocking VPN services
More News
05 May
CeBIT Australia 2015
27 May
World Business Forum Sydney
View all events