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Research Shows Link Between Customer Service and Revenue Still Overlooked By UK Organisations
|By Business Wire
|June 25, 2014 04:03 AM EDT
Research commissioned by customer service specialists KANA®
Software, A Verint®
Company (NASDAQ: VRNT), suggests many organisations are overlooking the
potential for customer service improvements that could drive revenue.
The survey of UK Contact Centre Association (CCA) members included a
diverse mix of industry sectors, from financial services, to local
government and retail. It reveals that only 40 percent (39.6 percent)
believe senior management places a clear focus on customer service as a
way to drive revenue; noting one-fifth of respondents (20.8 percent)
think there is little or no focus on customer service at a senior level.
The survey also found that the majority of respondents are unconvinced
of the link between customer service and the bottom line. Well below
half (41.5 percent) take a keen interest in revenue loss resulting from
poor customer service. According to the data, one-in-10 management teams
pay no attention to the financial implications of a poor customer
Improving quality and reducing the “cost to serve” are currently seen as
primary challenges in today’s organisations. The research also
highlights what call centre agents perceive as key barriers to providing
a better service: outdated systems, lack of investment, agent skills
gaps and a lack of understanding or support at a senior level.
“Unfortunately, the contact centre is often seen as an operational
expense and nothing more,” says Steven Thurlow, head of worldwide
product strategy for KANA. “Often, senior management will review
functional aspects, such as speed of handling times and resolution
times. This approach is unlikely to drive further investment and instead
maintains a focus on efficiency above all else. Fast service and good
customer experiences are not always the same thing. Strategic
investments in people, processes and the technology platforms that can
aid them should be considered by the C-suite and across organisations.”
Thurlow adds, “The commercial value of an effective call centre,
balanced against mitigating and eliminating the potential damages of
poor customer service, should not be overlooked. A contact centre is not
an unavoidable cost – it can be an invaluable tool.”
About the Research
The Contact Centre Association (CCA) surveyed a representative sample of
its 5,000 senior practitioner members in the UK during November 2013 to
determine current attitudes and behaviours. The margin of error—which
measures sampling variability—is +/- 5%. Responses were received from 82
member organisations, including private and public sectors, outsourcers
and in-house contact centres. Respondents were from a range of industry
sectors. Survey findings were analysed and interpreted in a desk
research phase alongside contextual information from other studies,
expert insights gleaned from external sources, views of senior industry
figures within the CCA network, and material within CCA’s extensive
KANA®, A Verint® Company, is a leading provider of
cloud and on-premises customer service solutions. KANA helps global
organizations—including many of the Fortune 500, mid-market businesses
and public sector agencies—optimize their engagements
with consistent and contextual customer journeys across agent, web,
social and mobile experiences. Using KANA solutions, organizations can
reduce operational costs, increase resolution rates and improve brand
loyalty. Learn more at www.kana.com.
About Verint Systems Inc.
Verint® (NASDAQ: VRNT) is a global leader in Actionable
Intelligence® solutions. Actionable Intelligence is a
necessity in a dynamic world of massive information growth because it
empowers organizations with crucial insights and enables decision makers
to anticipate, respond and take action. Verint Actionable Intelligence
solutions help organizations address three important challenges:
customer engagement optimization; security intelligence; and fraud,
risk, and compliance. Today, more than 10,000 organizations in over 180
countries, including over 80 percent of the Fortune 100, use Verint
solutions to improve enterprise performance and make the world a safer
place. Learn more at www.verint.com.
This press release contains forward-looking statements, including
statements regarding expectations, predictions, views, opportunities,
plans, strategies, beliefs, and statements of similar effect relating to
Verint Systems Inc. These forward-looking statements are not guarantees
of future performance and they are based on management's expectations
that involve a number of risks and uncertainties, any of which could
cause actual results to differ materially from those expressed in or
implied by the forward-looking statements. For a detailed discussion of
these risk factors, see our Annual Report on Form 10-K for the fiscal
year ended January 31, 2014 and our Quarterly Report on Form 10-Q for
the quarter ended April 30, 2014 and other filings we make with the SEC.
The forward-looking statements contained in this press release are made
as of the date of this press release and, except as required by law, the
Company assumes no obligation to update or revise them or to provide
reasons why actual results may differ.
VERINT, ACTIONABLE INTELLIGENCE, MAKE BIG DATA ACTIONABLE,
CUSTOMER-INSPIRED EXCELLENCE, INTELLIGENCE IN ACTION, IMPACT 360,
WITNESS, VERINT VERIFIED, KANA, LAGAN, VOVICI, GMT, VICTRIO, AUDIOLOG,
ENTERPRISE INTELLIGENCE SOLUTIONS, SECURITY INTELLIGENCE SOLUTIONS,
VOICE OF THE CUSTOMER ANALYTICS, NEXTIVA, EDGEVR, RELIANT, VANTAGE,
STAR-GATE, ENGAGE, CYBERVISION, FOCALINFO, SUNTECH, and VIGIA are
trademarks or registered trademarks of Verint Systems Inc. or its
subsidiaries. Other trademarks mentioned are the property of their
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