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.

The primary channel for customer service remains, as it has been, interaction with customer service agents in contact centers. Our related research on customer experience has found that improving customer satisfaction involves improving the way those interactions are handled. Companies have embraced two priorities to address this need: ensure agents have all the information they require, and prompt them to take the best next action.