Using Knowledge to Fix Customer Service Centers

By Karen A. Frenkel  |  Posted 05-11-2015 Email

A new study reveals what customers dislike the most about customer service agents, such as when different agents give different answers, or they simply don't know the answer. Customers are also frustrated that they cannot find answers on companies' Websites, a problem IT leaders need to address. The online survey of 5,000 customers in the United States was conducted by Forrester Consulting on behalf of eGain, a cloud customer engagement solution provider. "The only viable solution to this challenge is smarter knowledge that can guide (agents) quickly and accurately to answers answer processes," said eGain CEO Ashu Roy. Two previous studies by Forrester analysts Ian Jacobs, Kate Leggett and Art Schoeller back the new findings. In their February 2015 report, "TechRadar for AD&D Pros," the authors write: "Done correctly, knowledge can be used to personalize the interaction, increase customer satisfaction, reduce call handle time, and make operations more efficient." In the second study, "Contact Centers Must Go Digital or Die,” the authors said 44 percent of center decision-makers report that agents cannot easily access the content they need to reliably answer complex customer questions, putting the quality of service at risk.

Karen A. Frenkel writes about technology and innovation and lives in New York City.


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