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.

Benchmark

Agent Desktop

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 contact.

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

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

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…

Benchmark

Contact Center Analytics

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

Benchmark

Customer Contact Center

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

Benchmark

Customer Experience Management

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

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 customer interaction and satisfaction processes are essential to managing customer experience in today’s competitive markets. With appropriate customer experience management 

Benchmark

Customer Feedback Management

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 and sales campaigns; customer retention strategies; and systems used to support interaction-handling.

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

Benchmark

Next Generation Contact Center in the Cloud

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

Benchmark

Next Generation Customer Analytics

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

Benchmark

Next Generation Customer Engagement

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

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 outreach. Today both consumer expectations and communication channels have changed and companies can no longer rely on these traditional forms of engagement. Our research shows that customer service is now an enterprise-wide activity and that customers engage with companies through a variety of communication channels that include email; corporate websites; text messaging; instant messaging; social media; smartphone applications and video.

Webinar

Next Generation Workforce Optimization

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 experience.

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

Benchmark

Recurring Revenue

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

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 telecommunications service providers; the recurring revenue business model involves periodic sales and billing transactions based on a prior agreement; it has now been adopted across an array of industries including software; entertainment and the delivery of other 

Best Practices

Recurring Revenue

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

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 challenges; primarily in handling the accounting and billing for subscriptions.

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

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; social media and applications on their mobile devices. As a result; companies have had to add support for the many (and increasing) channels of engagement; ignoring this exposes them to the risk that some customers will choose not to do business with them.

White Paper

The Next-Generation of Customer Analytics

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 bewildering number of data sources; reaching this pinnacle has become increasingly difficult. 

Webinar

The Impact of Omnichannel on Agent Experience

White Paper

The State of Customer Contact Centers

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 processes are essential to managing customer experience in today's competitive markets. With appropriate contact center technologies and use of common customer information; companies can improve operational performance; coordinate consistent interactions across functional; departmental and divisional lines; reduce costs and increase customer satisfaction. 

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 resolve conflicts or provide service; they risk the loss of the customer’s confidence; or worse the loss of the customer altogether. As technologies continue to advance; the need to implement a unified desktop becomes increasingly more important. 

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 resolve conflicts or provide service; they risk the loss of the customer’s confidence; or worse the loss of the customer altogether. As technologies continue to advance; the need to implement a unified desktop becomes increasingly more important.

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

Benchmark

Workforce Optimization

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

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.

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 organization’s data center.

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 effectiveness of their digital self-service.

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. Until recently it required extensive manual effort to extract information and insights from this mass of data.

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 experience. This brief Dynamic Insight research survey will help you assess your efforts.

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.S.

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 increased volumes of inbound calls and respond to other types of interactions such as email messages and chat sessions.

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 to shop elsewhere. Unfortunately, too many organizations are operating with antiquated CRM and contact center technologies and processes that are not mapped to the customer journey and lack the needed level of intelligence to deliver the state-of-the-art customer experience that’s possible in the digital age. Mark Smith, CEO and chief research officer of Ventana Research, has 30 years of hands-on and analytic technology experience. In this webinar, Mark will offer insight into how to establish intelligence in customer processes and examine the latest in digital technology innovations that will help engage and improve the experience to every one of your customers.

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 information, including images and videos and other visual and descriptive content, to market and sell products.

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 have a full understanding of products in order to maximize their value.

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 the subscriber experience will require strategic investment in innovative digital approaches to engagement and interaction in 21st-century mediums.

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-based apps such as WhatsApp. Inevitably, how they engage with organizations has also changed.

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, the office of finance and the supply chain

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 interactions has transformed how organizations view not only managing relationships but valuing them. Existing approaches to customer relationship management (CRM),

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 methods to target recommendations to buyers and improve the organization’s engagement with them through voice- and chat-based conversational bots. Will your organization invest and deliver a commerce experience that engages customers and optimizes the interactions for your revenue potential?

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 research into next-generation customer engagement shows that organisations support an average of eight customer engagement channels per inquiry. It also finds that organisations expect to see volumes increase on all channels, especially digital ones such as text-based messaging, chat, mobile and social apps.

Value Index

Contact Center in the Cloud

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, customers today are communicating with companies through more channels than ever before. The top three channels remain established ones: inbound calls, email and outbound calls. However, the volumes of interactions are expected to grow most in a number of digital channels, among them the corporate website, mobile apps and social media as well as email.

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Research 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.

April

May

  • Analysts Perspective
    The Age of Agent Management;
    Subscription Management
  • Benchmark Research
    Customer Analytics in analysis and published;
    Subscription Management starts
  • Dynamic Insights
    Agent Desktop in collection;
    Intelligent CX in design
  • Value Index
    Agent Management starts

June

  • Analysts Perspective
    Voice of the Customer
  • Benchmark Research
    Subscription Management in collection;
    Digital Commerce starts
  • Dynamic Insights
    Agent Desktop published;
    Intelligent CX in collection;
    Voice of the Customer in design
  • Value Index
    Agent Management in collection;
    Subscription Management starts

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

Vendors Not Covered or Recommended

  • Amazon Web Service (AWS)
  • ASC Teleco
  • Astute Solutions
  • Avaya
  • Avoxi
  • Cicero
  • Cincom
  • ClickFox
  • Clicktools
  • Confirmit
  • Connect First
  • Diabolocom
  • Microsoft
  • NetCall
  • Noble Systems
  • OpenSpan Pipkins
  • OpenText
  • Panviva
  • Transcom
For more information on Vendor coverage, or to become a covered vendor, click here.