Leadership

Aberdeen Group Report: Improving Engagement with Multi-Channel Service

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Executive Summary

In Aberdeen's Trends in Customer Service 2012: Multi-Channel Edition (November 2012), only 39% of organizations reported that they had been able to drive improvements in customer satisfaction over the previous 12 months. An even lower percentage indicated success in enabling higher rates of loyalty and retention.

This is not a recipe for success. Service is integral to business success and forms the core of a customer management and engagement strategy. In Aberdeen's State of Service Management research survey, organizations indicated that 81% of their revenues came from existing customers. These organizations also stated that the cost of service and customer retention was far lower than the cost of new customer acquisition. Best-in-Class organizations (defined later) execute on a strategy that supports the multi-channel nature of customer requests. These leading organizations do not just open up their service infrastructures to accommodate new channels, but also empower their teams to deliver an effective and consistent experience regardless of the channel selected by the customer. This document will highlight the key business capabilities that support a Best-in-Class customer engagement strategy.

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