CRM - December 2008 - (Page 48)

SCOUTING REPORT BY DONNA FLUSS AND BETH EISENFELD Feedback Is the Future Contact center surveying is evolving into enterprise feedback management C ONTACT CENTER surveying/feedback and analytics applications, while still evolving, show great promise for companies of all sizes. Vendors are developing and enhancing solutions to create products that capture and report the voice of the customer from a growing number of channels. Though many surveying solutions have been in the market for years, they have gained much greater prominence since 2007. Surveying/feedback solutions are increasing in popularity, as evidenced by the substantial expansion of the contact center segment of the surveying market in 2008. The number of contact center surveying/feedback and analytics implementations grew by a very strong 21.3 percent between 2007 and 2008, and DMG Consulting expects this momentum to remain strong for the next three years, despite the economic slowdown. Surveying is the best method for an enterprise to determine if customers are satisfied with the quality of its products and services. Surveying is an indication of customer loyalty and also measures market perception, brand strength, customer satisfaction, and the overall customer experience. Surveying is both an art and a science. There’s an art to designing questionnaires and writing effective questions; it is science to determine the number of surveys required to provide a statistically valid sample set. Analyzing and interpreting the rich feedback from customer surveys requires a methodical blending of art and science. THE COMPETITORS DMG Consulting’s 2008 Contact Center Surveying/Feedback and Analytics Report (issued in September 2008) analyzed the 10 leading vendors that serve the contact center market. These 10 vendors are, in alphabetical order: Allegiance, Autonomy etalk, Customer Relationship Metrics, CustomerSat, Mindshare Technologies, Ransys, RightNow Technologies, Satmetrix, United Carrier Networks, and Verint Systems. We also reviewed five other vendors with contact center surveying/feedback and analytics solutions that are either currently available or scheduled for release before the end of 2008. These vendors are: CallCopy, CFI Group, Confirmit, Interactive Intelligence, and KnoahSoft. We expect additional vendors to enter this market over the next 24 months. MARKET EVOLUTION Contact center surveying/feedback and analytics solutions are designed to create, issue, collect, and analyze feedback in an increasing number of channels. The offerings are beginning to support both solicited and unsolicited customer feedback, as new forms of communication and social networking applications are changing the business landscape. Today’s visionary vendors are not only collecting feedback; they are developing the capability to routinely take the pulse of customers, as well as mechanisms to gather feedback from community forums where customers openly speak their minds. These vendors are transforming their offerings to incorporate both traditional, solicited surveying approaches and real-time, unsolicited community platforms. A growing number of vendors have already incorporated the concept of enterprise feedback management (EFM) into their offerings. Several vendors are extending their surveying capabilities beyond the contact center to various departments throughout the enterprise, including marketing, sales, product development, and investor relations. Along with offering these new capabilities, vendors need to update their marketing and advertising campaigns and become skilled at selling outside of the contact center. This means they must develop relationships with key executives in these other departments. www.destinationCRM.com Source: DMG Consulting LLC, August 2008 Figure 1: Quality Management/Liability Recording Suites 48 CUSTOMER RELATIONSHIP MANAGEMENT | DECEMBER 2008 http://www.destinationCRM.com

Table of Contents Feed for the Digital Edition of CRM - December 2008

CRM - December 2008 Contents Front Office Feedback Reality Check Customer Centricity The Tipping Point The Rave Is Over CRM on Twitter Financial Frenzy Will Customer Experience Survive in a ‘Soft’ Economy? Holiday Humbug Empowered Consumers Are Ready to Flip the Switch Required Reading Transparency Spiff Up Your Site! They Aim to Please Mixing In a Little Sugar Sweetens the Deal A Newsletter Employs New Tactics A Site Stops Feeling Overtaxed Make ’Em Laugh—Personally Secret of My Success Re:Tooling Scouting Report Pint of View

CRM - December 2008

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