About the Benchmark

In today’s intensely competitive markets companies must strive to meet customer expectations during every interaction. Our benchmark research into next-generation customer engagement finds that customers use up to 17 channels of engagement, some of which involve employees of the company and some are self-service, using a variety of technologies such as interactive voice response (IVR), websites, mobile apps and social media. The research also shows that the employees customers interact with may work in almost any business group within the company, including marketing, sales, the contact center, finance and human resources. To meet customer expectations for those interactions, companies must have the right number of skilled employees available to handle all types of interactions, including cases in which the customer begins in a self-service channel but switches to assisted service.