Ventana Research Customer and Contact Center Research
Over the past two decades, the mantra to manage customer-focused activities has been CRM. The problem is that CRM is largely focused on managing internal activities which have a consequential impact on the customer - marketing, sales customer service. Tough economic conditions and the rise of social media has placed the charge in the hands of the customer. As a result CRM is losing its appeal and customer experience management (CEM) is taking its place. CEM is about influencing the outcome of interactions by taking action as and when the interaction is taking place. Our latest research into the adoption of cloud-based systems to support interaction handling shows this is no easy tasks. Customers now interact through more channels, more people across the enterprise handle interactions and both employees and customer want to interact while they are mobile; all of which make it difficult to provide consistent information and experiences.
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