In The Age of The Customer, Delivering Good Customer Experiences Is The Key To Success

There is an increasing amount of information about the importance of customer service. But what are the points to focus on to deliver an enhanced customer experience

Forrester Research looked at the top customer service for 2015, we’ve highlighted some of the key takeaways here and added a few thoughts of our own.


Customer Service will adopt a mobile first mindset

Fact – 1 Billion people own a smartphone1.  Mobile CRM delivers 60% increase in customer satisfaction 2

With customers escalating from self-service to a phone call, you need to be prepared for the audio challenges of a call from anywhere.  Being able to hear accurately and be heard clearly is critical for meeting the needs of the mobile customer.


Knowledge Will Evolve From Dialog to Cognitive Engagement

Fact – 67% of consumers use web self-service knowledge to find answers to their questions3

Customers use self service first, and this makes it highly likely they will know more than your staff when they call.  Collaboration systems such as Unified Communications will help your customer service staff access back office knowledge to ensure they can give timely and accurate advice.


Improved Agent Experiences Come Into The Spotlight

53% of agents need to know how to use more than six applications to effectively deal with customer enquiries. A shocking 9% of organisations reported that agents required the knowledge of more than 15 applications in order to effectively answer customer service enquiries. 4

Many organisations measure customer effort, we need a new measure of employee’s effort.  If we make it easy for employees, we can make it easier for customer.


As you’ll see, there are easy ways to make quick improvements using the marginal gain method.  And the business benefits of this?

Forrester’s research shows “the revenue impact from a 10-percentage-point improvement in a company’s customer experience score can translate into more than $1 billion.”5


Find out more:




  1. Forrester Research World Smartphone Adoption Forecast, 2012 To 2017 (Global).
  2. August 22, 2011, “Best Practices: The Right Way To Implement Mobile CRM” report.
  3. American Technographics® Customer Experience Online Survey, Q4 2012 (US).
  4. Plantronics & CCA Research on Agent Effort
  5. Forrester, Navigate the future of customer service


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