Customer Experience (CX)-Focused Contact Center Routing in North America, 2017

Customer Experience (CX)-Focused Contact Center Routing in North America, 2017

Evolving Customer Requirements, New Technologies, Changing Markets Drive Change

RELEASE DATE
24-Aug-2017
REGION
North America
Research Code: 9AC4-00-19-00-00
SKU: IT03446-NA-MR_20617
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Description

Customers have higher excellent CX expectations. They seek personalized short or no wait interactions with highly trained agents who are suited to serve their unique needs.

Customers expect companies to understand the full context of their communications histories. They do not want to repeat information when switching channels, resuming conversations, and engaging with other agents or staff. Customers have increased marketplace power from real-time knowledge of products and sellers, and their reputations. They also benefit from slow economic, income, and population growth that makes every profitable buyer valuable. Customers’ social comments impact other customers’ loyalty and purchases.

As a result, companies seek to productively route the best customers to the best agents, or attribute-based routing. The applications use analytics, agent and customer personas, and segmentation by customer value and data dips on CRM systems. Companies also are now looking at customer interactions as customer journeys and seek to understand and to profit from them from those perspectives.
New, intuitive, full-featured, and Omnichannel routing solutions, increasingly driven by artificial intelligence (AI), facilitate higher agent effectiveness and productivity. By being the voice, and via video, the face of companies, agents are becoming the linchpins of customer marketing, loyalty, and sales strategies.

Customer engagement is slowly expanding from formal contact centers. Companies seek to engage IAs, such as SMEs to handle complex and high value service and sales. They have been utilizing WAHAs (who also may be SMEs) to tap excellent and flexible workforces. Companies will route contacts to available IAs and WAHAs when experiencing sharp contact spikes, and BC/DR.

Rising CX expectations and customer complaints, higher nearshore and offshore costs, branding and political pressure, are leading companies to onshore customer contacts. But short leases and hosted applications enable companies to shift contacts to foreign locations should the business climate and cost factors change.

New and refined technologies, standards, products, and growing use cases are prompting companies to investigate, test, and where warranted, implement WebRTC, video, and AR/VR applications. IoT devices may create a new IoT channel, with sensors sending trouble alerts to agents’ desktops when the machines cannot resolve issues.

Key Findings
• The market for contact center routing solutions (automatic call distributors [ACD], chat, email, interactive voice response [IVR], SMS/text), will
continue to grow. Strong demand for hosted cloud applications will offset declining sales of on-premise applications.
• The Internet of Things (IoT), video, augmented reality/virtual reality (AR/VR), and web real-time communications (WebRTC), will enhance CX
and may improve agent productivity. These increasingly sophisticated applications are being integrated with routing solutions.

Table of Contents

Key Findings

CEO’s Perspective

Top Contact Routing Trends

Market Drivers

Drivers Explained

Drivers Explained (continued)

Drivers Explained (continued)

Market Restraint

Restraints Explained

Restraints Explained (continued)

Restraints Explained (continued)

Key Factors Impacting Routing Buying Decisions

Growth Opportunity 1—Agent Process Automation

Growth Opportunity 2—Canadian Market

Growth Opportunity 3—Chatbots/Virtual Assistants (VAs)

Growth Opportunity 4—Informal Agent (IA) Support

Growth Opportunity 5—Internet of Things (IoT)

Growth Opportunity 6—Video

Growth Opportunity 7—WebRTC

Strategic Imperatives for Routing Solution Vendors

8x8

Avaya

Cisco

Five9

Genesys

inContact (NICE)

Nuance

ShoreTel

Vonage Business

Windstream

The Last Word—5 Predictions

Conclusion

Legal Disclaimer

Additional and Related Sources of Contact Routing Information

Abbreviations and Acronyms Used

The Frost & Sullivan Story

Value Proposition—Future of Your Company & Career

Global Perspective

Industry Convergence

360º Research Perspective

Implementation Excellence

Our Blue Ocean Strategy

Related Research
Customers have higher excellent CX expectations. They seek personalized short or no wait interactions with highly trained agents who are suited to serve their unique needs. Customers expect companies to understand the full context of their communications histories. They do not want to repeat information when switching channels, resuming conversations, and engaging with other agents or staff. Customers have increased marketplace power from real-time knowledge of products and sellers, and their reputations. They also benefit from slow economic, income, and population growth that makes every profitable buyer valuable. Customers’ social comments impact other customers’ loyalty and purchases. As a result, companies seek to productively route the best customers to the best agents, or attribute-based routing. The applications use analytics, agent and customer personas, and segmentation by customer value and data dips on CRM systems. Companies also are now looking at customer interactions as customer journeys and seek to understand and to profit from them from those perspectives. New, intuitive, full-featured, and Omnichannel routing solutions, increasingly driven by artificial intelligence (AI), facilitate higher agent effectiveness and productivity. By being the voice, and via video, the face of companies, agents are becoming the linchpins of customer marketing, loyalty, and sales strategies. Customer engagement is slowly expanding from formal contact centers. Companies seek to engage IAs, such as SMEs to handle complex and high value service and sales. They have been utilizing WAHAs (who also may be SMEs) to tap excellent and flexible workforces. Companies will route contacts to available IAs and WAHAs when experiencing sharp contact spikes, and BC/DR. Rising CX expectations and customer complaints, higher nearshore and offshore costs, branding and political pressure, are leading companies to onshore customer contacts. But short leases and hosted applications ena
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Author Michael DeSalles
Industries Information Technology
WIP Number 9AC4-00-19-00-00
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