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Personalisation 'key to contact centres'
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A telecommunication company has announced results from a survey which looked at how contact centres can help improve customer experience. The survey found a personalised service should be the top priority of a contact centre. Around five per cent of those polled used a speech-activated system which allows callers to the centre to say what they want and so avoid the queue. The research found 22 per cent offered this system as a personalised service. An intelligent customer front door (ICFD) approach has been advocated by Genesys, the company which conducted the research. Bruce Eidsvik, vice president of voice portal sales at Genesys, said the technology "not only identifies the caller based on his or her name or account details, it also intelligently maps the intent of the call by collecting context information from the back office system". He added that an intelligent and personalised contact centre service is "key" for delivering customer satisfaction. A recent report cited in destinationCRM found the market size of customer relations management was $14 billion (£7.06 billion) in 2007 and is expected to grow to $22 billion.  |
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