Customer Experience

Our Research Expertise

Providing a satisfactory customer experience continues to be a top priority for leading organizations, but increasingly they are realizing that they cannot do so while continuing to rely on their CRM investment and existing processes and technology. Current tools used to manage marketing, sales and customer service activities are focused on internal efficiency and do not deliver the experience expected by customers along their entire journey of engagement with an organization. New digital technologies are changing how customer agents are managed and how they execute their tasks, enabling simpler yet more effective interactions with contact centers and placing more intelligence in customer experience processes. These new technology tools are making it possible to more effectively understand the complete voice of the customer. renovate digital commerce systems and enable a more effective digital subscription model.

Ventana Research offers research-based guidance on helping organizations adapt to the new generation of customer experience processes and systems to achieve the highest possible levels of satisfaction. Evaluating and ensuring your organizational customer experience readiness is essential to your success and profitability. We can help.

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By 2020, only 25% of organizations will have invested in a centrally managed CX environment; the rest will suffer losses in competitiveness and miss customer and revenue goals.

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Mark Smith

CEO & Chief Research Officer

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Ventana On-Demand (VOD) is an advisory service that provides access to exclusive research and monthly dialogue with our analysts.Visit the services page to learn more.

Executive Summary

Agent Desktop 2012

In today’s competitive environment; providing the best possible customer experience should be a top priority. The real challenge lies in providing every agent with a unified view of customer data. If an agent has to scour multiple sources of data to

Research Perspective

Agent Engagement Improves Customer Experience

In recent years customers have grown considerably more demanding. They expect responses to their inquiries to be fast; personalized; in context and consistent across channels. Most of all; though; they want their issues to be resolved at the first co

Infographic

Analytics-Driven Quality Management

In most customer service organizations; managing quality of telephone interactions is a manual process that involves listening to a small percentage of calls…

eBook

Analytics-Driven Quality Management

In many companies the agent quality monitoring process has remained the same for years: Managers typically select a small; random set of call recordings and complete an assessment form as they listen to them. This provides only a limited snapshot of

Webinar

Best Practices in Next Generation Customer Engagement 2013

Ventana Research finds that improving customer experience is driver for investing into customer engagement in 77 percent of organizations. Are you planning to invest? Join Richard Snow at Ventana Research for a free educational on-demand webinar exp

Webinar

Best Practices in Next-Generation Customer Analytics Webinar 2014

The intense competition in today’s markets requires companies to know as much as they can about their customers in order to anticipate their needs; serve them better and retain their business. The typical company is faced with unprecedented volumes o

Infographic

Business Benefits of Customer Analytics

Companies need complete views of their customer activities to inform decisions and personalize responses during interactions…

Executive Summary

Contact Center Analytics 2011

Organizations are maturing slowlY because their focus too often is on traditional cost-related metrics and they pay too little attention to effectiveness measures that involve aspects of customer satisfaction. Nearly three-fourths of organizations (7

Executive Summary

Customer Contact Center 2011

This research helps contact centers better understand how to improve their efforts. It will enable them to determine how to align their organization's people; processes; information and technology to improve contact centers and the interactions with

Infographic

Customer Engagement in the Digital Age

Companies today must engage with customers through more channels than ever before. This places pressure on desktop systems employees use….

eBook

Customer Engagement in the Digital Age

In many companies the agent quality monitoring process has remained the same for years: Managers typically select a small; random set of call recordings and complete an assessment form as they listen to them. This provides only a limited snapshot of

Executive Summary

Customer Experience Management 2011

This research helpS executives and managers better understand how to improve their customer experience management efforts. It will enable them to determine how to align their organization’s people; processes; information and technology to improve cus

White Paper

Customer Experience Management 2011

Ventana Research is the first research company to benchmark the maturity and direction of customer experience management that is a critical component of every organizations customer centric processes. Ventana Research believes that enterprise-wide cu

Executive Summary

Customer Feedback Management 2012

The most objective way of understanding the customer experience is by collecting and analyzing feedback. The output from such analysis can be used to improve interaction-handling processes; training of individuals who handle interactions; marketing a

Company Profile

Engaging Customers Better through Real-Time Personalization

Modern technology; especially the Internet; has transformed business; and that is true even for the companies that produce the tools that have helped shape this new environment. One of those companies is Adobe Systems; developer of the game-changing

Research Perspective

Five Costs and Perils of Spreadsheets for Business Analytics

Managing performance effectively requires that a company be able to provide executives; managers and employees with accurate; timely information and make it possible for them to work interactively with that information

Research Perspective

Improving Customer Service in Utilities Companies

As in other industries; utilities today face more demanding customers who have more ways to express their opinions and want to engage through more channels of communication. To keep up with these expectations utilities must develop and deploy multic

Research Perspective

Innovation Sharpens the Customer Focus

Customer behavior has changed. Customers today use significantly more channels of communication to interact with companies. When they shop; the convenience of online access has led them to be more demanding because they can go elsewhere with a few c

Research Perspective

Mobile Apps Advance Customer Self-Service

Global communications and the Internet have heightened business competition and allowed customers to choose to interact electronically with companies throughout the customer life cycle – to research products and services; make purchases and seek cus

Executive Summary

Next Generation Contact Center in the Cloud 2016

Consumers have changed the ways in which they expect to engage with companies. While long-established channels such as the telephone; email and company websites are still the most used; many consumers now prefer to use text messages; online chat; soc

Executive Summary

Next Generation Customer Analytics 2014

Customer expectations have extended beyond traditional channels; opening up to include website inquiries; social channels; text messages; instant messages and video applications. As customer contact and communications channels continue to expand; bus

Executive Summary

Next Generation Customer Engagement 2013

In the past; companies engaged with their customers by meeting with them face-to-face; speaking with them on the telephone or mailing written documents. Engagement was largely reactive; with the marketing department primarily providing most of the ou

White Paper

Next-Generation Customer Engagement 2013

In the past; companies engaged with their customers by meeting with them face-to-face; speaking with them on the telephone or mailing written documents. Engagement was largely reactive; with the marketing department primarily providing most of the ou

Webinar

Next Generation Workforce Optimization 2013

To remain competitive in today's market; companies need happy customers. The quality of customer experience is dependent on the agent who handles interactions. Our recent research shows that organizations are actively deploying new channels of intera

eBook

Overcoming Customer Engagement Obstacles

In today’s highly competitive and increasingly digital markets; customers can switch suppliers at the click of a button; therefore; a determined focus on customer retention is essential; and a key to retention is the quality of the customer experienc

Research Perspective

Real-Time Guidance Enhances the Customer Experience

Benchmark research by Ventana Research into customer experience management shows that the experiences of customers in dealing with a company strongly impact their propensity to remain loyal – to continue to purchase products and services from the co

Executive Summary

Recurring Revenue 2015

The term recurring revenue refers to models for selling and billing typically based on a combination of initial fees and periodic charges. In recent years; it has gained popularity in a variety of industries.

White Paper

Recurring Revenue 2015

Ventana Research undertook this first independent; rigorous primary research in Recurring Revenue makes clear that organizations increasingly are choosing to adopt this model to increase revenue and improve their customers’ experience. Pioneered by t

Best Practices

Recurring Revenue 2015

The term recurring revenue refers to models for selling and billing typically based on a combination of initial fees and periodic charges. In recent years; it has gained popularity in a variety of industries.

Webinar

Recurring Revenue 2015

The term recurring revenue refers to models for selling and billing typically based on a combination of initial fees and periodic charges. In recent years; it has gained popularity in a variety of industries.

eBook

Speech Analytics Improves Key Business Metrics

Product Information Management (PIM) is essential to business processes; the customer experience; and ultimately financial performance. It is shared among business units; customers; partners and distributors and may take many forms; including text; v

Viewpoint

Streamlining Finance Processes for Subscription Billing

The subscription business model has grown in popularity with providers of services or products because it establishes a regular; predictable income stream. This is particularly true for technology companies. However; the subscription model poses chal

Research Perspective

The Art of the Possible: The Customer Service Journey

Profitable long-term relationships with customers depend on providing superior customer service; which is to a large extent shaped by how companies engage with customers throughout the customer journey. However; for many years the goal of both the d

eBook

The Business Case for Contact Center Performance Management

Benchmark research conducted by Ventana Research on next-generation workforce optimization found that more than three-quarters (78%) of businesses ranked improvement in both contact center and agent performance as very important.

White Paper

The Next-Generation Contact Center in the Cloud 2016

Consumers have changed the ways in which they expect to engage with companies. While long-established channels such as the telephone; email and company websites are still the most used; many consumers now prefer to use text messages; online chat; soc

White Paper

Next Generation Customer Analytics 2014

As customer contact and communications channels continue to expand; businesses are new faced with larger; more complex sets of customer data. Many organizations continue to attempt to achieve a 360-degree view of the customer but due to these bewilde

White Paper

The State of Customer Contact Centers 2011

Ventana Research was the first research company to benchmark the maturity and direction of contact center technology to support customer services processes. Ventana Research believes that enterprise-wide customer interaction and satisfaction processe

White Paper

The Unified Agent Desktop and the Customer Experience

In today’s competitive environment; providing the best possible customer experience should be a top priority. The real challenge lies in providing every agent with a unified view of customer data. If an agent has to scour multiple sources of data to

eBook

The Value of Cusomter Engagment

Sales forecasting has been an inexact science; often depending as much on gut instinct as on data. Two reasons for this imprecision are a lack of pipeline information and a reliance on spreadsheets to create and track forecasts. The alternatives; sal

Research Perspective

Understanding the Voice of the Customer through Speech Analytics

Ventana Research defines the voice of the customer (VOC) as the aggregated data; reports and analysis a company has about a specific customer. VOC includes all the available information from marketing; sales; customer service and any other relevant

Research Perspective

Understanding the Voice of the Customer through Text Analytics

Ventana Research defines the voice of the customer (VOC) as the aggregated data; reports and analysis a company has about a specific customer. VOC includes all the available information from marketing; sales; customer service and any other relevant

Presentation

Unified Agent Desktop and Customer Experience

In today’s competitive environment; providing the best possible customer experience should be a top priority. The real challenge lies in providing every agent with a unified view of customer data. If an agent has to scour multiple sources of data to

White Paper

Visualizing the Customer Journey Using Analytics

In today’s intensely competitive markets; companies must offer a superior customer experience while remaining operationally efficient. Accomplishing this on a continuous basis while remaining within operational guidelines and cost parameters require

Value Index

Workforce Optimization 2016

In a growing service-based economy; every business needs to make the buying experience enjoyable; both prior and after purchase. To do this; employees need to be able to access customer and product information at any stage of the buying cycle. This i

Executive Summary

Workforce Optimization 2017

To remain competitive in today's market; companies need happy customers. The quality of customer experience is dependent on the agent who handles interactions. Our recent research shows that organizations are actively deploying new channels of intera

White Paper

Workforce Optimization 2017

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 w

Infographic

Adopting Contact Center in the Cloud

of engagement, call centers evolved into contact centers. Today vendors are providing cloud-based contact centers that manage multiple channels of engagement and a variety of contact center management applications. These services are run outside the

Research Perspective

Achieving Consistent Customer Experiences

Our benchmark research into the next-generation contact center in the cloud shows that 70% of companies expect to rely on the quality of the customer experi­ence to compete more effec­tively over the next two years, and 46% ex­pect to rely on the eff

Research Perspective

Analytics Transforms Customer Interactions

Our benchmark research on next-generation customer engagement shows that customers interact with companies through as many as 17 communication channels, most of which are electronic. These interactions produce large volumes of speech and text data. U

Dynamic Insights

Agent Desktop

Agent desktop systems are designed to enable contact center agents and those who interact with customers to handle interactions efficiently and effectively. Unifying the agent desktop helps simplify and speed interactions and improve the customer exp

Viewpoint

Planning and Budgeting under ASC 6060 and IFRS 15

New rules governing revenue recognition for contracts will go into effect for publicly held companies in 2018 and for private ones in 2019. The Financial Accounting Standards Board, which administers Generally Accepted Accounting Principles in the U.

White Paper

Insights on Contact Center Agent Productivity

Benchmark research carried out by Ventana Research shows that contact center executives and managers are under pressure to provide the best possible customer service while staying within tight operational budgets. At the same time centers must handle

Webinar

Building Intelligent CX in the Digital Economy

In case you haven’t noticed, consumer expectations for service and responsiveness have risen dramatically, while their patience is in precipitous decline. Anything less than customer processes operating at peak levels of excellence is an invitation t

Research Perspective

PIM Trump MDM

Ventana Research defines product information management (PIM) as the practice of using information, applications and technology to effectively support product-related processes across an organization. When PIM is deployed, it employs a wide range of

Research Perspective

Marketing Effectively with PIM

Marketing organizations have yet to grasp fully the value of managing product information efficiently across marketing for all business channels. Education on effective product information is critical; organizations must be able to use information to

Webinar

Subscription Management in the Digital Economy

We are observing a radical change in expectations about subscriber relationships. Consumers today want simpler, more immediate and more effective interactions with the organizations that provide them with services. But delivering this by improving th

Research Perspective

Ensuring Customer Satisfaction in Dynamic Online Markets

Over the last few years technology has forged notable changes in people’s lives. How people engage with each other has altered thanks to the pervasive influence of the internet as well as the widespread use of mobile devices, social media and text-ba

Research Perspective

Embracing PIM as a Service

The software industry’s evolution toward cloud computing and software as a service (SaaS) has changed how and where organizations operate not just their software but their business. Almost every business application – across customer-facing functions

White Paper

Structured CRM for Business Success

Today more than ever, organizations must prioritize customers and focus on both existing and new relationships in order to increase the value of the interactions with them. A spreading awareness of the importance of customer experiences and interacti

Webinar

Digital Commerce: Innovating with AI and Robotics

The effectiveness of digital commerce is at risk today, with antiquated technology platforms eroding usability and making it difficult to focus on the customer and product experience. Advances in AI and machine learning have begun to deliver new meth

Research Perspective

Achieving Omnichannel Customer Experiences

For interactions with customers to go well, organisations must deploy a wide range of systems to manage an ever-increasing array of engagement channels. But providing the information needed for all these customer-related activities isn’t simple. Our

Value Index

Contact Center in the Cloud 2018

To remain competitive, organizations must deliver the best possible customer experience through all channels of engagement. Our benchmark research finds that with consumers having embraced the internet, particularly social media and mobile devices, c

Research Perspective

Putting Customer Conversations to Work

Customer conversations are a valuable source of information with which to enhance customer engagement. Speech analytics is the key to unlocking the value in these conversations. When conversations are deconstructed using speech analytics they provide

Viewpoint

Seeking A More Complete View of Customer Interactions

A lot is said and written today about this being “the age of the customer” and terms such as “customer journeys” and “customer experience” are used in many contexts. However, unlike in the ‘80s, very little has been written or said recently about cus

Research Perspective

Making the Voice of the Customer Work

New opportunities to optimize the quality of the customer experience requires organizations to examine customer processes and methods of interaction. Effective technology can help organizations capture, process and use customers’ sentiment and commun

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Ventana Research 2018 Digital Leadership Award Winners

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Research Agenda & Calendar

Ventana Research maintains a rigorous approach to its areas of research expertise through a methodology of processes and activities to ensure we provide the best possible insights on technology across business and IT. This is represented in our Research Agenda, which is a foundation for providing actionable information and guidance to help you identify opportunities for improved competitiveness and effectiveness. Other industry analyst firms lack methodology and a publicly available research agenda and are easily biased by clients and the industry. We take pride in our reputation for independence and provide our research calendar and agenda for visibility into the upcoming months of activity.

May

June

  • Analyst Perspective
    Subscriber Experience and Subscription Management
  • Benchmark Research
    Customer Analytics published;
    Subscription Management in collection;
    Digital Commerce in collection;
    Agent Management in collection
  • Dynamic Insights
    Agent Desktop in analysis and continuous collection
  • Value Index
    Digital Commerce in collection

July

  • Analyst Perspective
    The New Digital Commerce
  • Benchmark Research
    Subscription Management in collection;
    Digital Commerce in collection;
    Agent Management in collection
  • Dynamic Insights
    Agent Desktop published and in continuous collection
  • Value Index
    Digital Commerce in collection;
    Subscription Management in design;
    Agent Management in design

What to see our research plans for the year?
Download the full research agenda

Vendors Not Covered or Recommended

  • ASC Telecom
  • Astute Solutions
  • Avaya
  • Avoxi
  • Cicero
  • Cincom
  • Clickfox
  • Clicktools
  • Confirmit
  • Connect First
  • Diabolocom
  • dvsAnalytics
  • EvaluAgent
  • IBM
  • Microsoft
  • NetCall
  • Noble Systems
  • OpenSpan
  • Panviva
  • Pipkins
  • OpenText
  • SAS
  • Transcom
For more information on Vendor coverage, or to become a covered vendor, click here.