Most British consumers (89 percent) are likely to tell the
organisations they do business with if they receive poor service,
yet almost half (44 percent) do not believe they take notice of, or
really care about, the feedback shared, according to a study
published today by the Customer Contact Association (CCA) and
sponsored by Verint® Systems (NASDAQ: VRNT).
The study, based on parallel surveys of UK consumers and CCA
member organisations, shows that social media is widely seen by
consumers as an effective means for people to discuss their
experiences, good and bad, and compel organisations to take action.
Forty-six percent say they are likely to voice their
dissatisfaction through social media. Further, approaching half (46
percent) of consumers agree that “social media can hold brands and
organisations to account like never before.”
However, a third of CCA member organisations polled indicate
they overlook social media completely with most respondents
reporting that they look at less than two percent of customer
interactions across these web-based channels. Further, 62 percent
of business respondents admit they would benefit from a better
understanding of what their customers say on social media.
Listening in the Wrong Places
The study also uncovers gaps between where consumers communicate
and how organisations listen. Nearly four organisations out of five
regularly monitor complaints, while 70 percent regularly monitor
calls handled in the contact centre. For consumers surveyed, the
most widely-used means of providing feedback direct to
organisations is by post or email, with 44 percent of respondents
citing this as their preferred route. Yet 65 percent of
organisations surveyed report they refer to less than one quarter
of the emails they receive for customer insight. For letters, the
proportion rockets to 75 percent.
Additionally, contact centre agents’ own notes are largely
overlooked — just one third of the businesses surveyed say they
regularly refer to these information sources for customer
insight.
Addressing the Expectations of Younger Consumers
The popularity of social media with 16-24 year-olds highlights
another gap in how organisations listen and respond. Two thirds of
this age group report that they use social media to talk about bad
experiences, and 61 percent discuss positive experiences here. More
than half (59 percent) of all consumers agreed that brands should
use what people say on social media to improve their service — an
indication, perhaps, that organisations are still struggling to
formulate a coherent strategy here.
David Parcell, Verint Managing Director and Corporate Officer
EMEA, says, “The CCA and Verint study shows organisations are
making efforts to understand what their customers tell them. It’s
encouraging to see organisations using surveys, for example, to
gauge customer satisfaction. However, given all the ways in which
consumers discuss their experiences, surveys are just the tip of
the iceberg. Below the waterline, there is a huge amount of
untapped information in recorded phone calls, emails, conversations
on social media and even employees’ own notes — all of which can
provide organisations with a true voice of the customer. Today,
many leading brands are at the forefront of analysing the voices of
their customers with great precision.”
Anne-Marie Forsyth, Chief Executive, Customer Contact
Association, comments, “Organisations are devoting much time and
effort to responding to the voice of the customer but operating in
a multi-channel environment requires a fresh approach. We need to
apply new intelligent monitoring techniques if we are to prevent
valuable insight from slipping through the cracks. Consumers,
particularly younger ones, are far more likely to turn to Facebook
than pick up a phone to make their views known. Those that do will
stand the best chance of courting and keeping the customers of the
future but also the brand ambassadors of the future.”
“One Step Closer to Customers—The Challenge of Understanding
Multi-Channel Interactions” Survey Methodology
The CCA-Verint research was conducted via the Contact Centre
Association member organisation database and among 2,029 British
consumers aged 16-64. General consumers were interviewed online
using Ipsos Interactive Panels Online Omnibus. Fieldwork took place
over two weekends: 9-11 September 2011 and 16-18 September 2011. In
addition to the consumer poll, 107 respondents from Customer
Contact Association member organisations completed the
questionnaire.
About the CCA
CCA is the leading independent authority on customer contact.
Almost 900 organisations currently subscribe to CCA membership
services. This equates to a network of over 5,000 senior
practitioners, employing between 35%-45% of the contact centre
population in the UK. Around 20%-25% of people working in a contact
centre in the UK are working in a centre accredited with CCA Global
Standard©. www.cca-global.com
About Verint Witness Actionable Solutions
Verint® Witness Actionable Solutions® is the worldwide leader in
enterprise workforce optimisation (WFO) software and services. As
the market’s first 5th-Generation WFO solution, its unified Impact
360® suite enables organisations of all sizes to capture, analyse
and act on customer, business and market intelligence, and optimise
customer experiences. Impact 360Workforce Optimisation™—comprised
of quality monitoring and recording, voice of the customer
analytics, desktop and process analytics, workforce management,
performance management, eLearning, coaching and more—serves as a
strategic asset across front- and back-office sales and service
operations that help shape the customer experience. Used by
thousands of organisations around the globe, Verint solutions help
improve the entire customer service delivery network,
poweringdecisionsReal Time at the Right Time™ to advance service
excellence across today’s customer-centric enterprises.
About Verint Systems Inc.
Verint® Systems Inc. is a global leader in Actionable
Intelligence® solutions and value-added services. Our solutions
enable organisations of all sizes to make timely and effective
decisions to improve enterprise performance and make the world a
safer place. More than 10,000 organisations in over 150
countries—including over 85 percent of the Fortune 100—use Verint
solutions to capture, distill, and analyse complex and underused
information sources, such as voice, video and unstructured text.
Headquartered in Melville, New York, we support our customers
around the globe directly and with an extensive network of selling
and support partners. Verint is listed on the NASDAQ Stock Market
under the symbol “VRNT.” Visit us at our website
www.verint.com.
This press release contains forward-looking statements,
including statements regarding expectations, predictions, views,
opportunities, plans, strategies, beliefs, and statements of
similar effect relating to Verint Systems Inc. These
forward-looking statements are not guarantees of future performance
and they are based on management's expectations that involve a
number of risks and uncertainties, any of which could cause actual
results to differ materially from those expressed in or implied by
the forward-looking statements. For a detailed discussion of these
risk factors, see our Annual Report on Form 10-K for the year ended
January 31, 2011 and our Quarterly Report on Form 10-Q for the
quarter ended July 31, 2011. The forward-looking statements
contained in this press release are made as of the date of this
press release and, except as required by law, the Company assumes
no obligation to update or revise them or to provide reasons why
actual results may differ.
VERINT, the VERINT logo, ACTIONABLE INTELLIGENCE, POWERING
ACTIONABLE INTELLIGENCE, INTELLIGENCE IN ACTION, ACTIONABLE
INTELLIGENCE FOR A SMARTER WORKFORCE, VERINT VERIFIED, WITNESS
ACTIONABLE SOLUTIONS, STAR-GATE, RELIANT, VANTAGE, X-TRACT,
NEXTIVA, EDGEVR, ULTRA, AUDIOLOG, WITNESS, the WITNESS logo, IMPACT
360, the IMPACT 360 logo, VOVICI, GMT, IMPROVE EVERYTHING,
EQUALITY, CONTACTSTORE, and CLICK2STAFF are trademarks or
registered trademarks of Verint Systems Inc. or its subsidiaries.
Other trademarks mentioned are the property of their respective
owners.
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