By Aphrodite Brinsmead
As part of its 2013 Trends to Watch series, Ovum explores the important changes in the customer experience and interaction market, detailing how technologies are evolving to meet new consumer demands and providing recommendations for both enterprises and vendors.
According to Ovum’s report,* social media response teams will move into the contact center, driving the need for better social media management tools, and the global analyst firm forecasts** high growth (21% CAGR) for social media monitoring within the customer service function in the next five years. 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.
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.
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. It makes sense for enterprises to create collaborative customer experience teams in order to align technology and data strategies across product, IT, marketing, and customer support.
About the author
Aphrodite Brinsmead is senior analyst at Ovum.
See more details on the links:
Social Media Monitoring Forecast, 2011–17 (Aug 2012):
2013 Trends to Watch: Customer Experience and Interaction (Oct 2012):
Jointly awarded IIAR Global Analyst of the Year 2012, Ovum provides clients with independent and objective analysis that enables them to make better business and technology decisions. Its research draws upon over 400,000 interviews each year with business and technology, telecoms and sourcing decision-makers, giving Ovum and its clients unparalleled insight, not only into business requirements but also the technology that organizations must support. Ovum is an Informa business.