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Worried About Call Center Quality? Report says 'Go Digital'

Contact Center Quality Management Featured Article

Worried About Call Center Quality? Report says 'Go Digital'

 
March 05, 2015

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  By TMCnet Staff,
 


Contact centers that don’t fully embrace digital as a way of interacting with customers might well be putting themselves out of business. That’s the gist of a new report from research firm Dimension Data (News - Alert), summed up in its just-released “2015 Global Contact Centre Benchmarking


Report.”

The comprehensive report takes a close look at the industry and notes that changes in technology are bringing about a massive shift in the way that consumers reach out to contact centers.

“Contact centers have undergone an irreversible evolution over the last decade,” the report says in its opening. “As evidence of that, the results of the 2015 Global Contact Centre Benchmarking Report confirm a continued, dramatic change. Digital contact – in the form of email, Web chat, social media, and self-service channels – continues its explosive growth as popular engagement methods.”

While not entirely to blame for the shift, the report does note that members of Generation Y – those that have never known a world without today’s technology – are helping drive the changes. Dimension believes its research shows that digital contact will overtake voice-based messaging within two years, a dramatic shift that, if true, will spearhead huge changes in the industry.

“For contact centers, the message is clear: incorporate digital channels into your overall engagement strategy, or face extinction,” a synopsis of the report states. “That’s why our 2015 Report investigates the industry impact of the move to digital, as well as the marked effect it has on the contact center’s DNA.”

But the method of contact is not the only shakeup looming on the horizon. Dimension also says data analysis is going to take on a greater role.

“Analytics is seen by the majority of contact centers as the most likely factor to change the industry over the next five years,” the company says. “But the challenge is that many aren’t measuring the performance of digital channels well enough yet. It’s particularly worrying that four out of ten centers still have no data analysis capability at all. So, if the digital revolution is to be embraced appropriately, there’s ample room for improvement and growth.”

In short, there’s a revolution afoot in the contact center industry. Those who don’t recognize it as such might well get left behind. To see a synopsis of the report, or order the complete version, click HERE.



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