Telcos Up Investment In Web, Social Customer Engagement
February 27, 2012 9:25AM
News as reported by the company
New Survey: Putting a Price on Happy Customers; Telcos Up Investment In Web, Social Customer Engagement Channels -- LogMeIn, Ovum Survey Shows Customer Satisfaction Trumping Cost Savings as Telcos Seek to Differentiate on Customer Experience
GMSA Mobile World Congress, BARCELONA AND WOBURN, Mass., February 27, 2012 -- A new survey by LogMeIn, Inc. (NASDAQ: LOGM) and leading market research firm, Ovum, reveals a shifting mindset among telecommunications operators when it comes to measuring the success of their contact centers and help desks. Covering large customer care organizations in the US, UK, Canada and Australia, the survey found that customer satisfaction metrics now exceed traditional cost savings and efficiency metrics, like average handle time (AHT) and first call resolution (FCR), as the primary gauge of contact center success. And nearly 70 percent cited investments in online technologies, including live chat and social media, as key contributors to boosting customer satisfaction. The findings come as operators and device manufacturers (OEMs) seek to differentiate themselves in the crowded, rapidly changing mobile market.
A full copy of the survey is available online (http://solutions.logmeinrescue-enterprise.com/ovumsurvey). Key findings include:
- 90 percent of respondents are measuring the success of their service and support organization based on customer satisfaction metrics
- 62 percent cited customer satisfaction as the number one priority for their contact center today, outranking average handle time and first call resolution metrics, with that number expected to grow 11 percentage points to 73 percent within the next two to three years
- 69 percent of organizations cited investments in online customer engagement channels - live chat, social networks, forums, etc. - as key contributors to improving customer satisfaction
- 69 percent of respondents quantify or are actively in the process of quantifying direct financial benefits of improved customer satisfaction
- 30 percent of the organizations surveyed have adopted Net Promoter Score (NPS) as a philosophy - NPS is an industry standard measure around the likelihood of recommending a company, product or service to colleagues or friends
"A couple years ago, virtually every call center and help desk team would ask us to show them how our products could help them control costs and become more efficient. These days, those same people and organizations want to know one thing: Can your products help us increase customer satisfaction?" said Lee Weiner, LogMeIn's VP of Support Products. "This data reinforces what we believe to be a positive and rather remarkable shift in strategy that favors both businesses and consumers - an acknowledgement to the growing power of customer referrals."
"Today's operators and device OEMs are increasingly looking at customer experience as a means of differentiation, and we believe this is changing the way they engage with their customers, from pre-sale service to post-sale support," said Aphrodite Brinsmead, Customer Interaction Analyst at Ovum. "The data suggests that this customer-centric approach will become more prevalent over the next few years, as companies invest in analytics and mobile applications in order to improve service across all devices and touch points."
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