Study Finds Omni-Channel Service Important for Improving Customer Experience

kana-logoA commissioned study conducted by Forrester Consulting on behalf of KANA Software, Inc., a global leader in customer service solutions used by more than 900 organizations worldwide, reveals customers move to other communication channels 75 percent of the time when unsatisfied with a first contact method. Forrester indicates incurred recontact costs can reach millions of dollars(i), and further notes that 42 percent of customer service agents also must use multiple different applications when managing these voice, chat, email and social media inquiries. The study, entitled “Your Customers Are Demanding Omni-Channel Communications. What Are You Doing About It?”(ii) is available now on the KANA website.

Forrester finds that 92 percent of companies include customer experience as a strategic priority, with 23 percent of decision makers surveyed from organizations of 5,000 or more employees specifying it as their primary strategic priority. However, while 71 percent of consumers surveyed by Forrester say valuing their time is the most important thing a company can do to provide them with good service, companies struggle to provide the consistent experience customers expect across multiple channels; starting a conversation within one channel and then continuing it on another in context.

The research further reveals that many organizations today have outdated customer service technology and managerial procedures that do not adjust quickly for changing customer expectations that span a broad array of service channels, fragmented even more so by generational channel preferences.

“Successful customer service strategies require alignment across people, process and technology,” said James Norwood, chief marketing officer for KANA Software. “Forrester’s data shows that customer service agents require all the necessary information at their fingertips to fully resolve issues on first contact, no matter the channel. Implementing an ‘everyone serves’ mindset and the technology to fulfill it improves the customer experience and yields revenue-generating rewards, including increased wallet share per customer, cross-sell opportunities and new customer acquisitions.”

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