15.07.08
Many call centres are adopting new support systems to raise service levels despite not having a clear impression of their ideal customer experience, according to a new study of communications firms.
CRMToday reports the Amdocs-sponsored research also showed most service providers believe business practices have a direct impact on the customer experience, but 28 per cent are not using methods to measure customer satisfaction.
The site adds digital content is also revealed as now being key for firms, according to the research.
Sheryl Kingstone, director at Yankee Group, which carried out the study, said: "Service providers today see the value in investments to better their customer experience, but many lack the holistic vision necessary to determine what this experience needs to be."
Yankee group is an independent technology research and consulting firm which examines the impact of the global connectivity revolution on enterprises and consumers.
