Table of Contents
Multichannel Customer Contact
The overall research objective of this research service was to investigate the current use and future adaptation of multichannel customer contact in European contact centers. Overall, the use rates of mobile apps, social media, Web self-service, and chat are growing, while use rates of LiveAgent voice and email are declining. About 25% of contact center organizations state that their contact channels are fully integrated and able to deliver seamless and consistent customer experiences across channels, which is expected to reach 50% by 2016. The proportion of automated customer interactions is expected to grow from 41% in 2014 to 58% by 2016.
Research Background and Objectives
This research study is part of a series of survey-based studies that look at the current and future adoption of various customer contact strategies, enabling technologies, and services. The survey data and insights allow contact center organizations to understand better the industry and technology trends and apply the findings in their businesses.
The following studies are part of this series:
-Enterprise Priorities in North America—Multichannel Customer Contact
-Enterprise Priorities in North America—Agent Performance Optimization
-Enterprise Priorities in North America—Cloud Contact Center Solutions
-Enterprise Priorities in North America—Contact Center Outsourcing
-Enterprise Priorities in Europe—Multichannel Customer Contact
-Enterprise Priorities in Europe—Agent Performance Optimization
-Enterprise Priorities in Europe—Cloud Contact Center Solutions
-Enterprise Priorities in Europe—Contact Center Outsourcing
Using a Web-based survey methodology during February 2014, Frost & Sullivan surveyed contact center/customer care decision makers who were working in businesses located in Europe and who were involved in evaluating, specifying, recommending, or approving the purchase of contact center products or services.
Frost & Sullivan’s survey methodology uses online panels to source only qualified respondents. Respondents must meet requirements set by a screening process prior to full survey participation. Online panels consist of individuals who volunteer to participate in Web-based surveys and typically receive compensation directly from their panel membership for participating in qualified survey research. In general, survey respondents do not receive direct compensation from Frost & Sullivan for participating in research projects.
Reporting Notes: Due to rounding, percentages in charts and tables may not sum to
-As a proportion of total customer interactions, mobile apps, social media, Web self-service, and chat are growing, while LiveAgent voice and email are declining.
-About % of contact center organizations state that their contact channels are fully integrated and are able to deliver seamless and consistent customer experiences across channels. By 2016, % expect to be fully integrated.
-The percentage of automated customer interactions is expected to grow from % in 2014 to % by 2016.
-Over % of respondents expect the volume of proactive customer care interactions to increase over the nextyears.
-By 2016, the use of multiple capabilities with social media customer contact strategies is expected to increase, with the largest increases expected for full integration with other contact channels and personalized marketing.
-By 2016, the use of multiple capabilities with mobile customer contact strategies is expected to increase, with the largest increase expected for full integration with other contact channels and dedicated mobile customer care apps.
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