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October 2013
Omer Minkara
October 2013
Analyst Insight
This Aberdeen report will outline the business value of deploying an omnichannel CEM (see sidebar for definition) strategy designed to address
changing buyer needs. It will also highlight several best practices that help
top performing organizations differentiate themselves through achieving 89%
customer retention rate while growing their annual company revenue by
9.5% year-over-year.
Definition: Omni-channel
Customer Experience
This document is the result of primary research performed by Aberdeen Group. Aberdeen Group's methodologies provide for objective fact-based research and
represent the best analysis available at the time of publication. Unless otherwise noted, the entire contents of this publication are copyrighted by Aberdeen Group, Inc.
and may not be reproduced, distributed, archived, or transmitted in any form or by any means without prior written consent by Aberdeen Group, Inc.
8%
6.5%
Metrics Definition
For the purposes of this
research, Aberdeen makes the
following definitions for
performance metrics:
6%
3.4%
3.4%
4%
2%
1.0%
0%
-0.7%
-2%
Customer retention
n=305
Aberdeen Methodology
The Aberdeen maturity class is
comprised of three groups of
survey respondents. Classified
by their self-reported
performance across several key
metrics, each respondent falls
into one of three categories:
Best-in-Class: Top 20% of
respondents based on
performance
Industry Average: Middle
50% of respondents based
on performance
Laggard: Bottom 30% of
respondents based on
performance
Sometimes we refer to a fourth
category, All Others, which is
Industry Average and Laggard
combined.
Best-in-Class:
Top 20%
of aggregate
performance scorers
All Others:
Bottom 80%
of aggregate
performance scorers
85%
Best-in-Class
All Others
77%
77%
70%
66%
48%
50%
42%
30%
Regular training of agents on
handling omni-channel
interactions
77%
Best-in-Class
69%
All Others
62%
60%
41%
40%
43%
36%
20%
Conduct cost / benefit
Isolate topics associated Measure the impact of each
analysis of omni-channel
with repeat contact
customer interaction on
programs
CEM results
Percent of respondents, n=305
Technology Adoption
Research shows that companies
with omni-channel CEM
programs are twice more likely
(48% vs. 24%) to deploy
customer analytics tools to
support their CEM efforts,
compared to those where
omni-channel is not a key part
of client engagement activities.
Telephone: 617 854 5200
Fax: 617 723 7897
behavior helps companies gather crucial insights on the revenue and cost
impact of each sales, marketing, and service program. Best-in-Class firms are
72% more likely than All Others (62% vs. 36%) to complement their cost /
benefit assessment of CEM programs with additional measures such as first
contact resolution and customer satisfaction to ensure establishing
financially sound and customer-friendly omni-channel programs.
Key Takeaways
Customers today are empowered: they arent confined to a single channel
or device to interact with businesses. Indeed, findings from Aberdeens
Next-Generation CEM study indicate that 65% of businesses use at least six
touch-points to engage with their clients. Managing customer needs across
all these touch-points in a synchronous way is no easy endeavor. This is
where omni-channel CEM efforts come in they help companies establish
a coordinated strategy that ensures delivering a seamless experience to the
same customer regardless of the number devices or channels they use to
engage with the business by retaining the context of each prior interaction
within the following ones.
Findings outlined within this report show that while deploying an omnichannel CEM strategy is a step in the right direction to meet the needs of
empowered customers, companies need to deploy Best-in-Class practices
to reap maximum rewards from these efforts. Aberdeen recommends that
organizations carefully assess the differentiating capabilities highlighted
within this document in conjunction with the recommendations provided
below to enjoy Best-in-Class results in retaining more clients, increasing
revenue, and reducing costs:
Regularly measure the impact of each activity taking place across the
customer journey to identify their cost and benefit for the business
as well as role in addressing customer expectations across
numerous touch-points. Map all the customer touch-points and
identify the most relevant performance metrics to effectively deploy
this activity.
Author: Omer Minkara, Senior Research Analyst, Contact Center & Customer
Experience Management (omer.minkara@aberdeen.com), LinkedIn, Twitter
For more than two decades, Aberdeens research has been helping corporations worldwide become Best-in-Class.
Having benchmarked the performance of more than 644,000 companies, Aberdeen is uniquely positioned to provide
organizations with the facts that matter the facts that enable companies to get ahead and drive results. Thats why
our research is relied on by more than 2.5 million readers in over 40 countries, 90% of the Fortune 1,000, and 93% of
the Technology 500.
As a Harte-Hanks Company, Aberdeens research provides insight and analysis to the Harte-Hanks community of
local, regional, national and international marketing executives. Combined, we help our customers leverage the power
of insight to deliver innovative multichannel marketing programs that drive business-changing results. For additional
information, visit Aberdeen http://www.aberdeen.com or call (617) 854-5200, or to learn more about Harte-Hanks, call
(800) 456-9748 or go to http://www.harte-hanks.com.
This document is the result of primary research performed by Aberdeen Group. Aberdeen Groups methodologies
provide for objective fact-based research and represent the best analysis available at the time of publication. Unless
otherwise noted, the entire contents of this publication are copyrighted by Aberdeen Group, Inc. and may not be
reproduced, distributed, archived, or transmitted in any form or by any means without prior written consent by
Aberdeen Group, Inc. (2013a)