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Top 3 Insights from the 2016 Global Contact Center Benchmarking Report


The contact center environment is always rapidly evolving

If there’s one thing I’ve learned from being in this industry for more than a decade, it’s that when things change, they change very quickly. At Calabrio, we like to stay ahead of the curve so we can meet our customers where they want to be tomorrow, instead of where they were yesterday. We do this in many ways, one of which is staying up to date on industry research.

One of the places I look for trends is in the 2016 Dimension Data Global Contact Centre Benchmarking Report, the most extensive global contact center survey in the industry. Below are the top three insights from the report and what you can do to make sure your business stays ahead.

1. Digital channels now account for 42% of all contact center interactions

Not only have digital interactions gained substantial ground in 2016, but digital interactions, like chat, email, social media, SMS, etc.,  are on track to overtake phone interactions by the start of 2017.

What you can do: Establish an omnichannel strategy. Millennials are overtaking older generations as the dominant purchasing and decision-making group. They want to be able to reach your business on the channels where they feel most comfortable. If your business isn’t currently using these channels effectively, now is the time to start.

2. 80% of organizations now view customer experience as a competitive differentiator

Consider the following scenario:  Michelle is thinking of opening a new checking account, but she’s not sure if she wants to go with Bank A or Bank B. After researching each one to learn more about account offerings, she realizes both banks provide basically the same offer. However, Bank A put her on hold for a long time, never addressed her by name, wanted to sell her services she wasn’t looking for and seemed to be in a rush to get her off the phone. It’s that experience that ultimately makes Michelle decide to go with Bank B. While this anecdote might seem overdramatized, the truth is, your customers face similar customer service experiences every day.

What you can do: Invest in analytics tools and technologies that will help your company measure customer satisfaction and track it over time. Not only will this data help you recognize problem areas (i.e. average hold times are too long), it will also help you connect customer experience to other important aspects of your business such as sales, customer loyalty and employee engagement. After all, you can’t improve what you can’t measure. And if you think your competitors aren’t actively trying to improve their customer experiences, think again.

3. Over 60% of organizations are now planning for the cloud

The benefits of the cloud are many. On top of reducing costs, in many instances, cloud solutions provides access to new functionality without the costs associated with maintenance and upgrades.

What you can do: While it’s clear that cloud technology is here to stay, you don’t have to move everything over at once. Hybrid cloud solutions that can combine legacy systems with cutting edge technology are a perfect and increasingly popular option for businesses that are unsure about or unable to switch over completely. Additionally, if upfront migration costs have been holding you back, I recommend taking a look at Calabrio’s most recent e-book on the Total Cost of Ownership. It’s full of tips for thinking about the costs of your contact center tools more holistically so you can make a fully informed decision.

Brad Snedeker is the Director of Customer Advocacy at Calabrio.
Brad Snedeker is the Director of Customer Advocacy at Calabrio. With over 15 years in the industry, Brad has extensive knowledge of the contact center space. As Calabrio’s head of the Innovation Center, he works directly with users to teach and develop new and innovative techniques to implement customer engagement and WFO best practices.
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