Companies aim to compete through multichannel engagement, and to provide consistent customer experiences, but often fail to meet customer expectations. A 2016 study by Ventana Research revealed several factors that diminish customer satisfaction:
- responses are too slow (48%)
- responses are not consistent across touch points (41%)
- self-service technologies are too hard to use (37%)
On this last note, providing access to information is key to meeting consumers' multichannel expectations. The research also found that a shared knowledge base delivers real business benefits. When a company draws upon a central source of knowledge, customers are more likely to receive consistent, up-to-date, and even personalized information. The same knowledge base can serve each touch point, leading to a better overall customer experience.
Read Ventana Research's "Achieving Consistent Customer Experiences" report now to learn more.
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