Implementing cross-channel analytics to improve customer loyalty

Date: March 23, 2010
Pages: 12
US$ 895.00
Publisher: Ovum
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)

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Implementing cross-channel analytics to improve customer loyalty
The increased consumer adoption of smartphones, more pervasive Wi-Fi and dissatisfaction with traditional customer-service channels are all driving customers to web self-service. In addition web tools, such as social media and web chat, are hives for customers to share information. Customers often use more than one channel to find information before calling a customer-service representative. This means customers now call contact centers when they have more complex queries or time-sensitive requests. At the same time, enterprises have been on a cost-cutting tear, tightening IT budgets. They are heavily focused on improving customer retention and upping customer satisfaction. Enterprises need to get a better handle on how customers use different channels and how to optimize the experience across them. The emerging cross-channel analytics market will be key in helping enterprises improve channel disparity and customer service.
Executive summary
In a nutshell
Enterprises should use analytics to better understand customer needs and improve satisfaction
Contact center vendors need to address enterprises’ multichannel needs by integrating cross-channel analytics
Customer interaction is changing
Defining multichannel and cross-channel analytics
The evolving multichannel contact center
Consumer behavior is changing with the convergence of web and mobile
Enterprises are evolving to understand customer needs and improve satisfaction rates
Contact center vendors provide a number of different analytics solutions and are developing greater multichannel capabilities
Drivers for adoption of cross-channel analytics
Enterprises are grappling with multichannel challenges
The top benefits of cross-channel analytics are improved operational efficiency and customer retention


Figure 1: Consumers’ favored channel preferences for customer service
Figure 2: Enterprises’ major multichannel challenges
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