The emergence of proactive communications in customer service

Date: September 22, 2010
Pages: 13
US$ 895.00
Publisher: Ovum
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: E188F523DC1EN

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The emergence of proactive communications in customer service
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This report defines proactive communications and highlights its business benefits in customer service. It also focuses on today’s most important channel – voice – and how proactive communications is being handled through outbound interactive voice response (IVR) technologies. Despite the proliferation of SMS and email, voice remains the dominant channel for communications between the enterprise and the consumer. Outbound IVR delivers automated outbound communications over the phone channel.
Executive summary
In a nutshell
Ovum view
Defining proactive communications
Assessing the stack
Predictive dialers
Outbound IVR
Short message service (SMS)
Multimedia message service (MMS)
Web chat
The challenges facing enterprises
New pressures in a new economy
Proactivity trumps responsiveness
The importance of the voice channel
The benefits of outbound IVR
Customer service benefits
Intelligence in the voice channel
Personalization capabilities
The flexibility for a multi-channel environment.
Reduces call volumes, call handling times, and costs
Increases agent efficiency
Strategic recommendations
Develop a multi-channel solution
Prepare for tighter integration with inbound customer service
The smarter, the better
Note on the report


Table 1: Rankings of the top channels in order of importance today


Figure 1: Common types of proactive communications channels for customer service
Figure 2: Personalization using outbound IVR
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