Next-Generation Contact Centers Must Become Relationship Platforms
About half of respondents (54%) worked in large organizations with more than 20,000 employees, and about half
were from with fewer than 20,000 employees.
Over 75% of the organizations managed contact centers with more than 250 seats.
Questions provided to the participants asked about their goals, current investment priorities, desired outcomes,
and current capabilities/gaps in capabilities.
The studies began in July 2010 and were completed in August 2010.
Appendix B: Business Capability Definitions
Contact center business and IT decision-makers were asked to evaluate the importance of the following business
capabilities to the long-term success of customer interactions and relationships and how proficient they were with
regard to these capabilities, defined as:
Cloud-based services (AKA, CaaS). Supporting network-based software solutions that bundle multiple customer
relationship and interaction applications into a single suite and offer services through a subscription model,
which allows customer to pay a per-use fee and avoid large capital expenses.
Mobile integration. Services that give customers access to a number of functions using their mobile device. This
includes activities such as making payments, accessing account information, purchasing tickets, and receiving
text message responses and web content.
Media-rich solutions. Solutions that provide users with a rich media interface for a full range of self-service or
assisted service solutions, including voice portals, web support, chat and co-browse, and click-to-call, and allow
customers to transfer to a live agent as needed.
Nontraditional agents. The use external subject matter experts to take calls for faster problem resolution. This
requires software or a programmatic interface for collaboration and presence and may even support multiparty
conferencing for high-value customers.
Online search. Mining information across nontraditional information sources, such as search and blogs, to
pinpoint relevant information for a specific topic, resulting in faster service and reduced transaction handling
Outbound communications. One-to-one communications such as outbound messages to landline phone,
mobile device, SMS, or email to notify customers of time-sensitive matters of interest.
Personalized interactions. Deploying personalized content based on the customer's log-in information or
account number, aggregate content from past account activity, and current actions to provide actionable
suggestions or individual response over multiple channels.
Social networking support. Engaging Web 2.0 tools to check customer conversations on social media websites
and proactively reach out to customers in two-way online conversations to address issues.