Seattle—Contact center agents suffer from an overload of data from disparate sources, leading to poor customer service, according to a study by WhitePages PRO and the International Customer Management Institute.
According to the study, “A Wow Customer Journey: Actionable Data in Today's Multichannel Contact Center,” 60% of contact centers are unable to deliver customer service information to agents, and 49% of agents report productivity and efficiency challenges when they have to ask customers for basic contact information. Part of the problem, according to the study, is that 40% of customer information is still manually inputted by agents rather than being fed through an automated API or Web-based system.
If agents are supplied with appropriate data the customer experience will improve significantly, according to 72% of survey respondents, with improved contact center operational efficiency (68%) and a more consistent customer experience (60%) also cited. The study was conducted online in August 2013 with 542 respondents from a variety of industries and call center sizes.