New research from Convergys Corp. shows that the call-center agent still plays a very important role in the customer-care process, but rapid growth of alternate channels means companies must excel at managing the customer experience across multiple platforms.
Findings from Convergys’ 2011 U.S. Customer Scorecard Research show that the majority of U.S. consumers still rank interacting with companies via agents over the phone among their top two preferred channel options for customer service. The next most preferred channel is Web chat. However, the research reveals that customer channel usage is changing, and U.S. consumers are using alternate channels to get customer service, especially on their initial contact with a company. Yet, when a consumer feels he or she can’t get what they need quickly via an alternate channel, they turn to an agent for help.
“Companies face a changing and increasingly complex multichannel care environment," said Igor Sarenac, Convergys vice president. “Although U.S. consumers prefer to speak with an agent, particularly when a follow-up contact is needed, alternative channels are experiencing increased popularity. U.S. companies now have an opportunity to shape the customer experience for a multichannel world where automated self-service, Web-based care and social media play an important part in the service experience."
The Convergys research found that nearly three in four (73 percent) U.S. consumers have already used new interaction technologies such as smartphones, tablets and social media accounts. Social media is particularly pervasive – 61 percent of those surveyed have their own Facebook or Twitter account, or their own blog. Respondents to the Convergys research survey indicated that one in eight U.S. consumers had used mobile applications or text messaging for customer care in the last six months; 11 percent had used social media. These numbers are expected to grow, with the younger Millennial generation initially fueling the rise.
To thrive in this environment, Convergys says companies will need to deploy social media strategies that keep track of content across platforms, monitoring social networks, blogs, forums and traditional media. By using comprehensive analytics to sift through masses of data, companies will be able to discern critical trends and make better-informed decisions on which problems need proactive outreach.
“Because the use of alternate channels will inevitably grow, companies need to do more than shift their attention from one new channel to another," said Sarenac. “It is essential to excel at managing the customer experience across all channels."
