Call Center Services Featured Article
Attitudinal Approach to Customers Important, Allegiance Study Finds
Most businesses focus on geographic, demographic or psychographic data to analyze customer behavior, the study finds adding that "many use systems such as Customer Relationship Management (CRM) to track customer transactions. However, an attitudinal approach to modeling behavior uncovers the reasons why people do what they do."
"Attitudes reveal the softer side of the business relationship. Knowing why customers do business with you is critical to maintaining that relationship and to adding new customers in the future," said Chris Cottle, vice president of corporate marketing for Allegiance. "Businesses can use feedback management, both solicited and unsolicited, to understand customer attitudes and increase engagement, which is the emotional connection to a company or brand."
Karina Majid, Datacraft Asia's General Manager for Customer Interactive Solutions, lamented that only "minimal" progress has been made in adopting a more customer-oriented, CRM-based approach within the contact center environment over the last 10 years: "When we compared this year's findings with those from our inaugural 1997 Report, the picture is not positive."
Ten years ago, 39 percent of participating contact centers possessed a single view of the customer, with a further 45 percent of centers planning to implement a single view within the following two years, study officials found, adding that "this year's results show that the percentage of centers with a single customer view has decreased to 34 percent."
In addition, in 1997 many organizations stated their intention to deploy a more sophisticated set of customer metrics within their contact centers. These metrics included customer lifetime value and profitability, study officials said.
David Sims is a contributing editor for TMCnet. To read more of David's articles, please visit his columnist page. He also blogs for TMCnet here.
Edited by Stefania Viscusi