Customer experience management (CEM) is concerned with ensuring that every time customers interact with a company, they feel afterward that they had a positive, fulfilling experience. Ventana Research’s benchmark research in this area shows that the majority of interactions occur either through telephone conversations with call center agents or via Web-based self-service. In the case of calls, CEM involves four key technologies: intelligent call routing that delivers calls to the most appropriate agent to handle the individual customer; agent workforce management to ensure that agents with the right profiles are available to handle particular in-bound calls; an intelligent desktop that can enable the agent to personalize the interaction based on the customer’s profile and current issue; and real-time analytics to shape how the interaction should be handled. In the case of Web-based self-service, CEM requires an intelligent Web server that can personalize the Web content based on the customer’s profile and previous use of the site and advanced Web-based analytics that show what customers actually did while on the Web and the outcomes of their activity. Companies that choose to communicate with customers through multiple channels need to integrate all these capabilities and extend them to include other channels, such as e-mail and instant messaging.

> Richard Snow, Research Director

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CCPM Strategy and Technology Assessment (PDF)

Contact Center Agent Workforce Management:
Genesys Telecommunications Lab
InVision Software
NICE Systems
Verint-Witness Systems

Contact Center Management:
CallTower
Cisco Systems
Consona
Noetica
VPI

Agent Desktop Management:
InQuira
Jacada

Contact Center BI:
AIM Technology
ClickFox
Enkata
Envision
HardMetrics
Informiam
Inova Solutions
KnoahSoft
Merced Systems
Portrait Software
Symmetrics