Richard Snow's Analyst Perspectives

Tracking the Customer Journey Is Critical for Engagement

Posted by Ventana Research on Feb 27, 2015 4:38:57 AM

Competition for customers is more intense today than ever before, and companies struggle to differentiate themselves from the competition. Our research repeatedly finds that customer experience is a key differentiator. Our research into next-generation customer engagement said the impetus for improving engagement is to improve the customer experience in almost three quarters (74%) of participants. One increasingly popular way to do this is to use customer journey maps, which show how companies plan to engage with customers: at what times, through which channels, at which touch points and with which business units or using which self-service technologies. Our benchmark research into customer relationship maturity shows that two-thirds (67%) of very customer-focused companies use customer journey maps. The top four uses are to develop more customer-focused employee training (by 78%), personalize customer experiences (76%), enhance customer experience processes (73%) and drill down on customer experience processes to the customer segment level (73%). Typically producing these maps has been a manual process, perhaps using process mapping tools; in these cases few companies were able to capture and visualize actual journeys. However, as more business units engage with customers and companies deploy multiple channels of engagement – including self-service – improving the customer experience and mapping the customer journey become more complex, and to keep up companies have to invest in processes and tools that help them automate the process of producing maps and capture data about and visualize actual customer journeys.

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Topics: Big Data, Customer Analytics, Customer Experience, Customer Feedback Management, Speech Analytics, Analytics, Cloud Computing, Customer Service, Call Center, Contact Center, Contact Center Analytics, CRM, Customer Performance Management (CPM), Text Analytics

Verint Advances Feedback Management to Improve Customer Experience

Posted by Ventana Research on Feb 26, 2015 2:31:05 AM

Verint entered the enterprise market for customer feedback management when it acquired Vovici in August 2011. Since then the Vovici products have been integrated into Verint’s Customer Engagement Optimization suite, which includes products originally developed by Verint and Kana, which it also acquired. The current suite supports a range of capabilities that Verint groups into three categories: customer analytics (various types of analytics and Enterprise Feedback Management), customer engagement (which is largely the Kana products that support the agent desktop, email, chat and co-browsing, knowledge and case management, and Web-based self-service) and workforce optimization (quality monitoring, workforce management, desktop and process analytics, performance management and e-learning and coaching). Having this broad array of capabilities allows Verint to support a closed-loop approach to customer feedback and connect it to the processes with which to identify issues raised through feedback and take action to improve (through process change, training and coaching, for example).

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Topics: Big Data, Customer Analytics, Customer Experience, Customer Feedback Management, Speech Analytics, Analytics, Business Analytics, Cloud Computing, Customer Service, Call Center, Contact Center, Contact Center Analytics, Customer Performance Management (CPM), Text Analytics

Cisco Provides a Portfolio of Contact Center Products

Posted by Ventana Research on Feb 17, 2015 7:13:21 PM

I recently attended a Cisco Collaboration analyst day in the U.K. and was impressed by what I heard and saw. Cisco  of course is known as a supplier of network equipment and software, and it has long provided these through a global network of partners. But Cisco also has been in the contact center market for several years and has had success with its small and enterprise contact center systems, having more than 20,000 on-premises customers and revenue in excess of US $1.5 billion. Cisco markets the contact center systems as Customer Collaboration , but the portfolio is still based on its two longstanding contact center products: Unified Contact Center Enterprise  and  Unified Contact Center Express , designed for larger and smaller centers, respectively. Two other options are  CiscoPackaged Contact Center Enterprise  and  Cisco Hosted Collaboration Solution for Contact Center (HCS-CC) . These both use the Enterprise products, but the first comes packaged and so has less options, and the second is based on cloud computing; both are easier to deploy and more affordable for a wider market than the other options.

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Topics: Big Data, Customer Analytics, Customer Experience, Speech Analytics, Analytics, Business Collaboration, Cloud Computing, Customer & Contact Center, Customer Service, Call Center, Contact Center, Contact Center Analytics, Text Analytics