Customer Experience Is Top Priority
InfoTrends has released a new study entitled "Customer Engagement Technologies State of the Market 2015." The objective of this primary research is to gain more insight into the market of customer engagement technologies, and to better understand how enterprises adapt these technologies for improving their customer relationships. Furthermore, InfoTrends provides insight into business investments and strategies related to customer communications.
The scope of traditional customer communications management (CCM) is expanding, driven by technology innovations that enable enterprises to directly communicate with individual customers. Therefore, enterprises need to start cultivating their customer relationships by engaging with their customers to maintain levels of customer satisfaction. Customer engagement is the new paradigm for customer communications and InfoTrends sees solution vendors in the market adapting to this trend by adding more engaging capabilities to their offerings.
In the survey, InfoTrends has questioned 800 North American and Western European enterprises within key verticals for their most important business objectives to invest in customer engagement technology (CET). InfoTrends found that the top priority for enterprises today investing in CET is to improve customer experiences and drive customer loyalty. Cost and risk reductions have become second priorities.
The research also shows the clear trend of marketing playing an increasingly dominant role in customer communications. This is causing a change within enterprises shifting their customer communications from an operational matter towards a strategic matter. Enterprises need to rethink their business processes as a result, especially those directly involving high customer interactions, such as customer service, help desks and other frontend business processes.