Digital channels great for complaints, but phones favoured for purchasing
Posted by Rachel Fielding in Marketing, Social CRM, Technology on Thu, 17/11/2011 - 01:09
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Tweeting may be cool, but while customers will increasingly use digital channels to make complaints they will continue to rely on the phone to make purchases, a new study has found.
A research project looking at changes in the contact centre industry over the next five years has found that speed of call resolution and effective call routing to an agent with the right knowledge are the biggest priorities for consumers.
The study conducted jointly technology provider Kcom and the Customer Contact Association (CCA) highlighted the importance of personalisation and use of automation technology to improve customer service standards and use of agents and automation is the best way to drive customer service standards up.
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