In Service Quality Management (SQM) and Telco Customer Experience Management (CEM), there are different types of channels that are used by organizations to receive customer feedbacks and through which customers can interact or provide their opinions to the operators. The various channels are company websites, branch stores, the web, and mobile and social media.
A company’s website is one of the channels in the CEM process. It acts as a point of information for customers; it helps customers to gather information about the company and gauge the position of the company in the market. A company website includes text, images, video, and audio of the products and services offered by the company. Thus, company websites act as an important channel as they help to gather customer feedbacks via online survey and online chat. People reach out to a website with their views about the website and the company. Companies use web analytics to analyze the customer behavior on their website and add them to business intelligence for supporting customer-centric business decisions.
A branch/store is the retail outlet where customers go to purchase products and services; retail outlets are the traditional channels where interaction between customers and sales representatives takes place and organizations identify the actual buying behavior of the customer and understand whether customers are satisfied by products and services which are delivered in the store. In branches, customer feedback forms are filled by customers, and this information helps organizations to improve their product quality as per the customers’ demand.
The web is another channel, where customers use the Internet to visit various websites and gather relevant information about products and services.
A call center is also a vital channel in CEM, where companies receive the maximum number of requests for products and services in terms of pre-sales enquiry, post-sales support, and related complaints, and transmit that data through telephone, e-mail, Internet, fax, and videos to relevant clients. Today, call centers are a key business differentiator and have expanded their role to retaining customers in all organizations. In call centers, CEM focuses beyond customer support and customer loyalty to customer advocacy. The call center is a place where customers interact with the company agents to provide their feedback. This feedback is later analyzed by analytical tools to derive accurate insight.
Mobile phone is another CEM channel. The penetration of smartphones is increasing very rapidly and thus mobile phones are playing an important role in customer feedback and CEM. Nowadays, mobile phones are used for doing business transactions and access personal account information other than receiving service alerts and request calls; so it is also a means of analyzing customer behavior.
The rapid adoption and increased use of social media by customers has compelled companies to monitor social media in order to understand customer needs, expectations, views, and complaints about various products and services. In 2019, there will be almost 4.43 billion users of social media including Facebook, Twitter, blogs, online forums, and many more. Most of the customers utilize these social media channels to access relevant information about products and services. So, companies are also focusing on social media usage to interact with customers. More than 50% of the organizations are providing their products and services information across social media. In the CEM market, the Banking, Financial Services, and Insurance (BFSI) vertical has numerous segments that use social media. Globally, 45% of the BFSI providers utilize social media as a customer channel to collect feedback from customers.
Service Quality Management (SQM) and Telco Customer Experience Management (CEM) Market by Product Type (EFM, Web Analytics, Text Analytics, Speech Analytics) & Provider Type (ISP, TSP, MSP) - Global Advancements, Worldwide Forecasts & Analysis (2014-2019)
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