Magazine article CRM Magazine

Multi-Channel Contact Center: Delight Customers Where They Live

Magazine article CRM Magazine

Multi-Channel Contact Center: Delight Customers Where They Live

Article excerpt

Abstracted from "Multi-Channel Contact Center: Delight Customers Where They Live," Aberdeen Group, November 2012

Contact centers have long been key organizational stakeholders addressing customer needs, influencing their perceptions and word-of-mouth activity related to the company brand, products, and services. While its role in delighting customers is steadily growing, contact centers today are transforming to adapt to rapidly changing customer behavior. The past decade has brought significant technological advancements (i.e. mobile applications) altering customer behavior by empowering them with additional tools and resources they can use to make purchase decisions. Businesses are aware of this change, and focus on listening and engaging customers where they live--across multiple channels.

Between March and August of 2012, Aberdeen Group surveyed 487 contact-center executives regarding the most critical factors involved in their customer care programs. Findings from this research show that more than half of all contact centers today are using six channels to interact with customers. This Aberdeen Analyst Insight will reveal the business impact of multi-channel contact center programs, and demonstrate numerous best practices and technologies that help companies successfully utilize multiple channels to listen and engage their customers.


Research shows that businesses following a multi-channel customer care strategy achieve more than twice greater year-over-year improvement in customer satisfaction, compared to peers using only a single channel. While this validates the impact of multi-channel contact centers on delivering customer delight, it doesn't mean that simply adding additional channels to existing contact center programs will help businesses improve their performance results. Driving incremental performance gains through multi-channel contact center initiatives requires businesses to adopt a series of best-in-class practices.


Aberdeen Group found that best-in-class contact centers shared characteristics in five key categories:

1. Process--the approaches they take to execute daily multi-channel contact center operations

2. …

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