Customers expect recognition from CRM service

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Capturing and leveraging knowledge across all customer communication channels is vital to providing extraordinary customer experiences, according to a new Kana survey.

Nearly half of consumers polled find that repeating their orders, questions, mailing address, and payment methods are the most negative aspects in dealing with a business and are frustrated by an enterprise's lack of knowledge of their history with the organisation.

The survey was based on a cross section of consumers who have made purchases in both on-line and off-line environments. The study sought reaction to customer service, independent of channel, including off-line interaction, phone, e-mail, Web chat or on-line self-service.

The results confirm that consumers demand that their service representatives have a knowledge of their past history and current relationship with an organisation. Some 42 per cent of consumers found that past customer interactions were not leveraged by the customer service centre that they were contacting. The lack of knowledge that these call centre representatives have of their own company's services and typical customer questions is a problem that these customers would like addressed.

Some 45 per cent of consumers found that having a personalised account set up, either in a call centre, on the Web or via e-mail, made their experience more beneficial. The second most common frustration among those polled was dealing with a business' impersonal approach. A substantial majority - 67 per cent - of participating consumers stated that courtesy, timely responses, and personalisation across all channels have an impact on their future relationship with the company.

Alf Saggese, MD, EMEA for Kana, said: "The survey indicates that customers have grown to expect customised service across all communication channels."

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