For customer service to succeed in the current multi-channel environment, companies need to better align the direction of the customer experience decisions by top executives with those made by marketing and customer service professionals.
That’s a key takeaway from a new report conducted by the Customer Contact Association (CCA), sponsored by customer service vendor Kana Software. The report, entitled Smart Service, surveyed CCA members and customer service professionals from a variety of industries.
Departmental Collaboration
CCA chief executive Anne Marie Forsyth said in a statement that increasingly complex customer needs require “greater cross-department collaboration and better representation for customer service at the board level in order to deliver a truly customer-centric service strategy.”
The complexity of today’s environment, the report said, is reflected in the challenges faced by organizations. For instance, it noted, companies are using multiple channels to support customer engagement but are often doing so without a full understanding of how or why customers use those channels.
Steven Thurlow, worldwide head of Product Strategy at KANA Software, told news media that companies are “struggling to get their arms around the full picture of how and why customers are leveraging particular channels.”
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