Page 7 - Telecom Reseller FebMar 2015

February/March 2015
Telecom Reseller 7

Dimension Data’s 2015 Global optimizing engagement models to deliver the most
Contact Center Benchmarking value at the least cost. Analytics holds the key.
A widening technology gap
Report continued from page 3....
Customers want an easy and immediate journey
on channels of their choice, and organizations are
in need of a digital customer engagement model.
chat than any other way of achieving their desired But the industry is massively unprepared.
service outcomes.
An average of 33 percent of North American
As contact centers reinvent themselves, organizations don’t believe their ICT systems
customers can anticipate common access to
meet their current needs, and 83 percent say that
seven diferent digital channels, in addition to
their technology won’t meet future needs. Add
the telephone. he capability for smart device omnichannel to the mix, and the situation could
applications will grow to 55 percent; Web chat get worse.
will almost double to 69 percent, and social media presence is already at 39 percent.
his is forcing vendors and consumers alike to explore new buying options and causing vendors
It’s important to note, however, that the to design innovative technology frameworks. he
telephone channel is in no way obsolete. he good news is that a new form of hybrid technology
reality is that the skills required from agents are models, in which legacy systems work alongside
growing along with the broadening scope of cloud-based solutions, are providing alternative
service coverage. Agent support of phone and answers and some compelling results.
assisted-service digital channels has become
hese systems are much quicker to deploy, so
far more complex and critical, and the new the return on investment for new technologies will
demands will lead to 82 percent of contact centers be achieved faster. More than 93 percent of current
maintaining (30 percent), or growing (52 percent), users agree that cloud has reduced their costs, plus
their current employee numbers.
88 percent conirm that cloud ofers them access
Analytics can be the game changer
to new functionalities.
Despite data analytics being voted the top factor “Systems in the contact center have fallen
to change the shape of the industry within the short of expectations year-on-year over the
next ive years, more than a third (40 percent)
last four to ive years,” said Scott Cruikshank,
of contact centers have no data analysis tools.
director, communications, Dimension Data.
In addition, more than half (51 percent) of the “Organizations will need to refresh, change
participants said their contact centers don’t share and adapt to the emerging digital revolution.
customer intelligence gathered with the rest of the he combination of technology that is creating
business, and 58 percent of core analytic systems aren’t integrated across the organization.
an omnichannel environment, coupled with
the ability to analyze and act in real-time, and
Another challenge for organizations is personalize customer service, provides powerful
determining not just what works for the consumer, resources for organizations to create a productive,
but also the impact that each new interaction digital customer engagement model.”
channel may have on the business, and the positive For more on the trends and challenges
and negative consequences. Ultimately, the
impacting the contact center industry, please
goal should be to create genuine business value visit the Benchmarking microsite at tinyurl.com/
through improved customer experiences, and by
mf6uczf. ■

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