New technologies and Customer Relationship Management (CRM)-centric best practices are breathing new life into call centers, helping them to evolve into multichannel, customer-centric "contact centers," according to a recent study by Aberdeen Group, a leading market analysis and positioning services firm.
The study, What Works: Ten Significant Implementations in CRM Call and Contact Centers, highlights ten customer contact centers that have successfully integrated new technologies to reduce costs, improve agent effectiveness and increase customer satisfaction.
"Surprisingly, traditional call centers are only now beginning to adopt a CRM-centric view of their customers and are looking at technologies such as IP-based contact centers (IP-CCs), customer experience management (CEM), and workforce optimization tools to focus on effectiveness," said Christopher Fletcher, vice president and research director with Aberdeen. "The good news is that leading, innovative contact centers are moving away from metrics of efficiency that measure calls per agent, and instead are focusing on the customer."
"Our research shows that even as companies place an emphasis on ROI through cost reduction to navigate today's market, those that focus on their customers and invest in empowering agents with tools, training, and information, not only realize improvements in customer satisfaction, they save money at the same time," said Stephen Lane, research director with Aberdeen.
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