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1、An Optimized Customer Contact Strategy Combines Transparency And IntelligenceThe State Of Outbound Communications In 2022A FORRESTER CONSULTING THOUGHT LEADERSHIP PAPER COMMISSIONED BY NEUSTAR,A TRANSUNION COMPANY,OCTOBER 2022ABOUT FORRESTER CONSULTINGForrester provides independent and objective res
2、earch-based consulting to help leaders deliver key transformation outcomes.Fueled by our customer-obsessed research,Forresters seasoned consultants partner with leaders to execute on their priorities using a unique engagement model that tailors to diverse needs and ensures lasting impact.For more in
3、formation,visit Research,Inc.All rights reserved.Unauthorized reproduction is strictly prohibited.Information is based on best available resources.Opinions reflect judgment at the time and are subject to change.Forrester,Technographics,Forrester Wave,and Total Economic Impact are trademarks of Forre
4、ster Research,Inc.All other trademarks are the property of their respective companies.For additional information,go to .E-53995Project Director:Andrew Magarie,Principal Market Impact ConsultantContributing Research:Forresters Technology Architecture&Delivery research groupTable of Contents3 Executiv
5、e Summary4 Key Findings5 A Modern Contact Strategy Is A Multichannel Strategy10 Right-Party Contact Rates Highlight Room For Improvement In Outbound16 A Customer Contact Solution Is A Key Part Of Your Customer Experience Arsenal22 Key Recommendations24 AppendixAN OPTIMIZED CUSTOMER CONTACT STRATEGY
6、COMBINES TRANSPARENCY AND INTELLIGENCE2Executive SummaryOutbound communications are a vital connection point between organizations and customers,enabling organizations to share critical and time-sensitive information with their customers.Outbound communication channels are essential to meeting custo
7、mer service goals and business objectives.But a myriad of challenges exists in connecting to customers customer mistrust of an“unknown caller,”incorrectly blocked or spam-labeled calls,the threat of fraud,inaccurate contact data,and misaligned channel strategies.Most organizations dont attain their
8、desired right-party contact rates,which leads to plummeting customer satisfaction scores,lost revenue,increasing business inefficiency,and escalating costs.To solve these challenges,organizations need solutions that increase the transparency of outbound communications to build customer trust,and con
9、tact intelligence capabilities to create more customer-centric outbound contact strategies.Customer contact solutions do just this and early adopters are delivering better customer experiences and improved operational efficiency as a result.In July 2022,Neustar,a TransUnion company,commissioned Forr
10、ester Consulting to update the 2019 study on the current state of outbound contact channels and solutions.Forrester conducted an online survey with 455 US business and IT decision-makers responsible for outbound call experience to explore this topic.We found that many of the same voice channel chall
11、enges remain,while new challenges related to outbound channel orchestration demand increased customer intelligence capabilities to meet the multichannel expectations of todays customers.AN OPTIMIZED CUSTOMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIGENCE3Key FindingsMultichannel outbound or
12、chestration is critical to success.While email and SMS are the most used outbound communication channels,almost all survey respondents say the phone channel remains the most important.This means that aligning call and digital channel strategy is more crucial than ever and now a top five customer exp
13、erience goal for respondents.Multichannel confidence outstrips current capabilities.Most survey respondents are confident in their ability to optimize a cross-channel outbound communication strategy,but only one in three has integrated all channels digital and voice together.Coupled with message-cen
14、tric rather than customer-centric channel strategy,respondents struggle to connect with customers,with three in four saying their organizations do not have“good”right-party contact rates.Customer contact solutions grow customer trust and improve operational efficiency.Customer contact solutions comb
15、ine features to cultivate customer trust correct labels for outbound calls,spam tagging protection,and more with customer intelligence on the best ways to reach customers.About 40%of respondents are using these solutions,with another 30%planning to invest soon.Early adopters are seeing a host of ben
16、efits including increased operational efficiency,improved customer experience,and revenue growth.AN OPTIMIZED CUSTOMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIGENCE4Across industries,organizations need to share critical time-sensitive information with customers account notifications,transa
17、ction notifications,fraud alerts,appointment reminders,service callbacks,service outages,public service announcements,inquiry responses,research polling,and more(see Figure 1).To do this in a customer-friendly,efficient way,they utilize multiple channels,all of which are important to meeting custome
18、r service goals(see Figure 2).Voice is considered the most important channel for high-value,time-sensitive communications.When companies need to reach customers in the moment and directly,they utilize the outbound call channel.Critical touchpoints like responses to customer requests for support,appo
19、intment reminders,and collections are primarily handled over outbound voice.While it does not approach the volume of digital channels like email and SMS,a staggering 87%of survey respondents agree with the statement that“the phone channel is the most important outbound contact channel.”Email and SMS
20、 serve as high-volume information conduits.Email and SMS are the most used outbound channels today,handling roughly triple and double the volume of voice calls,respectively.They primarily notify customers of account changes,service outages,fraud,and other events.There is a good amount of overlap in
21、the types of communications that email and SMS handle,and without proper strategy and orchestration,these important messages could be missed,ignored,or worse,seen as an intrusion.A Modern Contact Strategy Is A Multichannel StrategyWhile email and SMS are the most used outbound channels today,a stagg
22、ering 87%of survey respondents agree with the statement“the phone channel is the most important outbound contact channel.”AN OPTIMIZED CUSTOMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIGENCE5Figure 1Digital And Voice Have Different Outbound Use Cases:Channels Used For Different Types Of Out
23、bound Communications(Showing top five)Base:Variable business and technology decision-makers responsible for call experiences at US organizationsSource:A commissioned study conducted by Forrester Consulting on behalf of Neustar,a TransUnion company,July 2022VOICE66%63%64%60%54%Customer callbacks serv
24、ice supportAppointment remindersFundraisingCollectionsInstallation servicesFraud alertsSOCIAL CHANNELS36%31%31%28%25%Survey,poll,or data collectionService outages/restoration noticesWarm calls to prospects/offersCustomer or account notificationsSMS63%54%54%50%50%Service outages/restoration noticesCu
25、stomer or account notificationsFraud alertsTransaction verificationsAppliance repair and handyman servicesCHAT37%26%31%26%24%FundraisingDelivery servicesTransaction verificationsCustomer callbacks service supportCustomer or account notificationsOVER-THE-TOP MESSAGING APPS32%25%29%25%22%Survey,poll,o
26、r data collectionDelivery servicesCustomer or account notificationsPublic service announcements,public health notificationsAppliance repair and handyman servicesEMAIL60%55%58%55%54%Warm calls to prospects/offersCustomer or account notificationsFraud alertsPublic service announcements,public health n
27、otificationsSurvey,poll,or data collectionAN OPTIMIZED CUSTOMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIGENCE6Channels Importance To Meeting Customer Service GoalsFigure 2Voice Remains Key To Meeting Customer Service GoalsBase:455 business and technology decision-makers responsible for out
28、bound contact experience strategy and technology selection at US organizationsSource:A commissioned study conducted by Forrester Consulting on behalf of Neustar,a TransUnion company,July 2022CriticalImportant46%35%Email13,545,20041%48%Voice3,773,91048%27%SMS7,685,59847%23%Chat521,02746%22%Over-the-t
29、op(OTT)messaging apps504,08036%21%Social channels1,931,569Average Monthly Outbound Communication Volume By Channel Emerging digital channels expand customers options for outbound communications.While handling dramatically less volume,compared with email and SMS,digital channels like chat,over-the-to
30、p(OTT)messaging,and social media increase the ways that organizations can reach customers.They also serve many of the same types of communication as email and SMS,so while they expand customer choice,they also can contribute to challenges around conflicting or duplicate messaging if not orchestrated
31、 carefully.AN OPTIMIZED CUSTOMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIGENCE7With all of these outbound channels playing key roles in the customer experience,aligning call and digital strategies has grown in importance in the past three years.Better orchestration is now a top five custom
32、er experience goal for survey respondents,up from a ranking of nine in our 2019 study(see Figure 3).Most organizations feel confident in their ability to orchestrate an Figure 3Top Customer Experience Goals For The Next 12 MonthsBase:455 business and technology decision-makers responsible for outbou
33、nd contact experience strategy and technology selection at US organizationsSource:A commissioned study conducted by Forrester Consulting on behalf of Neustar,a TransUnion company,July 2022Rank 1Rank 2Rank 315%16%13%12%11%9%8%7%10%10%11%7%8%6%9%13%12%16%8%11%10%9%7%9%9%10%8%5%7%8%Improve outbound cal
34、l experienceImprove digital experienceImprove cross-channel customer experienceBetter align digital and call strategyImprove store/branch customer experienceImprove customer serviceIncrease the frequency of customer engagementAdd or improve our customer experience measurement(e.g.,VoC)Better underst
35、and customer journeysAdd/improve mobile customer experienceBetter multichannel orchestration is now a top five customer experience goal.44%28%42%27%32%25%23%29%25%21%49Rank in 2019AN OPTIMIZED CUSTOMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIGENCE8Figure 4“How confident are you in your abi
36、lity to orchestrate a cross-channel outbound communication strategy that reaches customers on their preferred channel at the most optimal time to maximize right-party contact rate?”(4 or 5 on a scale of 1 not confident to 5 very confident by industry)Base:455 business and technology decision-makers
37、responsible for outbound contact experience strategy and technology selection at US organizationsSource:A commissioned study conducted by Forrester Consulting on behalf of Neustar,a TransUnion company,July 2022Very confidentConfidentTelecomGovernment and public sectorFinancial servicesRetail and e-c
38、ommerceHealthcare34%44%50%25%34%37%40%28%38%22%optimal cross-channel outbound communication strategy,with sectors like telecommunications,public sector and government,and financial services leading the charge(see Figure 4).However,a closer look at these organizations brings some of these claims into
39、 question and reveals opportunities for improvement to drive business value and customer experience.Energy and utilities16%16%Travel and hospitality20%14%Collections40%15%Insurance38%20%AN OPTIMIZED CUSTOMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIGENCE9The outbound contact experience is a
40、n important component to meet not only top customer experience goals but also top business goals(see Figure 5).However,most respondents we surveyed say that their organization does not have a“good”right-party contact rate(see Figure 6).Almost three in four say they are below it,while just 1%say they
41、 exceed it.When organizations are unable to reach their customers with critical information in a moment of need,this leads to customer frustration and even lost customers.In addition,poor right-party contact rates lead to poor agent productivity,increased operational costs,and ultimately lost revenu
42、e.Right-Party Contact Rates Highlight Room For Improvement In OutboundThree in four respondents say their organization do not have“good”right-party contact rates.Figure 5“How important is your companys outbound contact(voice/digital)experience to achieving each of its top goals?”(4 or 5 on a scale o
43、f 1 not confident to 5 very confident by industry)CriticalImportantBase:455 business and technology decision-makers responsible for outbound contact experience strategy and technology selection at US organizationsSource:A commissioned study conducted by Forrester Consulting on behalf of Neustar,a Tr
44、ansUnion company,July 2022Improve customer experienceImprove outbound call experienceGrow revenueImprove customer serviceImprove operational efficiencyImprove digital experienceInnovate products and servicesIncrease the frequency of customer engagementImprove business resiliencyBetter align digital
45、and call strategy39%42%45%41%45%Top five business goalsTop five CX goals36%38%43%36%45%48%47%48%43%29%37%33%27%27%32%AN OPTIMIZED CUSTOMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIGENCE10MULTICHANNEL OPTIMIZATION SUFFERS FROM SILOS AND MANUAL PROCESSESRespondents in our survey express confi
46、dence in their ability to optimally orchestrate their outbound channel strategy but capabilities tell a different story.Most have not integrated their outbound channels.Only one in three respondents says all their outbound channels both digital and voice are integrated(see Figure 7).Close to half sa
47、y their digital channels are connected,but not to voice.This also varies widely by industry.Some industries like travel and hospitality,healthcare,and energy and utilities are very siloed,while others like telecom and financial services are mostly integrated.Figure 6Right-Party Contact Rates Fail To
48、 Meet ExpectationsBase:455 business and technology decision-makers responsible for outbound contact experience strategy and technology selection at US organizationsSource:A commissioned study conducted by Forrester Consulting on behalf of Neustar,a TransUnion company,July 20220%to 5%16%to 20%6%to 10
49、%21%to 25%11%to 15%26%or more11%2%13%19%30%13%12%18%18%16%13%29%Current right-party contact rateGood right-party contact rateBelow a good right-party contact rateAt a good right-party contact rateExceed a good right-party contact rate74%25%1%Three in four respondents said their organization had belo
50、w what they considered to be a“good”right-party contact rate.Two-thirds of respondents said more than 15%is a good right-party contact rate.Just 37%can achieve it.AN OPTIMIZED CUSTOMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIGENCE11 Message type,not customer preference,often dictates strat
51、egy.Close to three in four respondents said message type and priority drove their cross-channel outbound communication strategy,while only 40%include customer preferences and behavioral data analysis in channel selection.Customers expect a level of refinement and personalization when organizations c
52、ommunicate and demonstrating an understanding of their preferences can lead to increased customer trust.However,not taking preferences into account can lead to missed information,customer frustration,and penalties for noncompliance.Silos lead to communication disconnects.Most respondents report chal
53、lenges with messaging silos by product(61%)or by channel(56%)(see Figure 8).These silos can lead to other challenges like conflicting messaging(40%)sent over different channels,duplicate messaging(36%),or simply too many messages sent to customers(34%).Integrating all outbound channels is a first st
54、ep to resolving these issues,but a full solution requires optimization based on customer intelligence.Manual planning hinders optimization.The challenge respondents highlight as the most important to address is reliance on manual planning for cross-channel orchestration.Respondents in IT especially
55、highlight manual orchestration,with 57%of them stating it is a challenge for their organization(compared with just 43%of business respondents).Manual planning hinders organizations in capitalizing on critical data like customer preferences and behavioral insights.Figure 7Outbound Contact Channel Str
56、ategy OrchestrationBase:455 business and technology decision-makers responsible for outbound contact experience strategy and technology selection at US organizationsSource:A commissioned study conducted by Forrester Consulting on behalf of Neustar,a TransUnion company,July 202246%Our outbound voice
57、communication channel is separate from our digital channels,which are connected.21%Our outbound communication strategy is siloed by channel.All outbound channels are integrated.32%Use a cross-channel outbound communications strategy where channel selected is based on knowncustomer preferences and be
58、havioral data analysis.40%Use a cross-channel outbound communication strategy where channel selected is based on message type and priority.72%AN OPTIMIZED CUSTOMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIGENCE12Only one in three respondents says their digital and voice outbound channels ar
59、e integrated,and message type more often dictates channel strategy than customer preferences.THE“UNKNOWN CALLER”STILL HAUNTS THE VOICE CHANNELDespite efforts by the government and telecommunications providers to reduce spam calling through initiatives like robocall analytics and STIR/SHAKEN call aut
60、hentication,organizations still face challenges in connecting with customers through the voice channel.While spam tagging is down slightly from our 2019 study,more than half of organizations still rank it as a top five challenge for voice.And what hasnt changed is most troubling of all more than 90%
61、of respondents say customers are still not picking up their call.Figure 8“What challenges does your company have with its multichannel outbound communications?”(Multiple responses accepted)Messaging silos by product or brandToo many messages sent to customersMessaging silos by channelNo sequencing s
62、trategy for communicationsReliance on manual planning for cross-channelorchestrationNo ability for the customer to respondConflicting messagingNot knowing the best channel to reach customersDuplicate messaging61%34%56%20%50%19%40%18%36%Base:455 business and technology decision-makers responsible for
63、 outbound contact experience strategy and technology selection at US organizationsSource:A commissioned study conducted by Forrester Consulting on behalf of Neustar,a TransUnion company,July 2022AN OPTIMIZED CUSTOMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIGENCE13 The threat of unknown num
64、bers dissuades even established customers.The specter of fraud,robocalls,and spoofing prevents both prospects and established customers from picking up the phone with they see“unknown caller”on their screen(see Figure 9).Contact center technologies have been unable to solve these problems to date re
65、spondents listed call blocking,spoofing,and spam tagging of company numbers as the most frequent limitations of their technology solution,and only one-third of respondents have this capability today.Figure 9“What is your hypothesis as to why your customers are not answering phone calls from your com
66、pany?”(Top five responses shown;multiple responses accepted)Base:436 business and technology decision-makers responsible for outbound contact experience strategy and technology selection at US organizations who report failure to connect with the correct party,failure to answer,and/or blocked calls a
67、s a challenge when contacting consumers over the voice channelSource:A commissioned study conducted by Forrester Consulting on behalf of Neustar,a TransUnion company,July 2022Outbound calls established accounts/customersUnknown callerFraudHigh call volumes (i.e.,call fatigue)Call spoofingCustomers d
68、o not trust callsOutbound calls new communications to prospects66%58%45%47%36%34%47%45%40%34%AN OPTIMIZED CUSTOMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIGENCE14 Inaccurate customer contact information stymies outbound effectiveness.Almost half of respondents rank old or inaccurate contac
69、t data as a top five challenge in contacting customers through the voice channel.And just 34%say their solution provides up-to-date contact information for clients.Agents are losing productivity and costing the company money by dialing bad numbers.Organizations lack intelligence capabilities to opti
70、mize the outbound call channel.Customer intelligence capabilities can greatly increase right-party contact rates and provide an overall better call experience for customers,but many solutions lack these capabilities.Fewer than half of respondents say their technology solutions have intelligence on t
71、he best day and time to reach customers,notification of compliance risk,and intelligence on who to prioritize versus not call.of respondents,the specter of fraud,robocalls,and call spoofing prevents both prospects and established customers from picking up the phone.For more than 90%AN OPTIMIZED CUST
72、OMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIGENCE15A Customer Contact Solution Is A Key Part Of Your Customer Experience ArsenalTo deliver a better customer experience,increase revenue,improve operational efficiency,and reduce costs,organizations must orchestrate an optimal cross-channel
73、outbound contact strategy and improve their right-party contact rates.Customer contact intelligence is crucial to achieving both.Customer contact solutions for increasing right-party contact rates are becoming more popular and selecting the one with the right capabilities will be paramount to meetin
74、g your CX and business goals.Adoption of customer contact solutions grows.In 2019,just 30%of organizations surveyed had adopted what we termed a“trusted call solution”an outbound calling solution with capabilities and intelligence for increasing right-party contact rates.With the emphasis on incorpo
75、rating digital into the outbound strategy,in 2022,we surveyed respondents on their adoption of“customer contact solutions”that provide the same capabilities and intelligence across the entire outbound contact ecosystem.Forty percent of respondents have adopted or are piloting a customer contact solu
76、tion,indicating more organizations are turning to technology to help them optimize their outbound strategy and reach key goals(see Figure 10).In addition,30%are planning to implement a solution in the next 12 months,indicating continuing momentum for contact solutions.Capabilities that earn customer
77、 trust are critical.Increasing customer trust will in turn increase right-party contact rates.There are several key capabilities of customer contact solutions to help do this.Making sure that the company name displays on all outbound calls and that reliable and accurate caller name information is di
78、splayed on all inbound and outbound calls is seen as important to nearly two-thirds of respondents,but fewer than half have the capability to do so(see Figure 11).They also say capabilities like displaying the company logo on outbound calls are of respondents are turning to customer contact solution
79、s to help them optimize their outbound strategy and reach key goals.40%AN OPTIMIZED CUSTOMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIGENCE16important.In addition,call blocking,spoofing,and spam-tagging protection for the company help customers feel safe that the organization calling is not
80、 a malicious actor.Figure 10Adoption Of Customer Contact Solutions With Capabilities To Increase Right-Party Contact Rates*Piloting Or Implemented/Expanding By IndustryBase:455 business and technology decision-makers responsible for outbound contact experiencestrategy and technology selection at US
81、organizations*Note:Percentages do not total 100 because of rounding.Source:A commissioned study conducted by Forrester Consulting on behalf of Neustar,a TransUnion company,July 2022Financial servicesInsuranceTravel and hospitalityTelecomRetail and e-commerceEnergy and utilitiesHealthcareGovernment a
82、nd public sectorCollections59%58%56%52%52%4%16%21%50%Not interested/no plans/dont knowInterested,but no plansPlanning to implement in the next 12 monthsImplemented/expandingPiloting3%25%30%20%21%AN OPTIMIZED CUSTOMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIGENCE17Figure 11“How important ar
83、e the following outbound call capabilities to increase your companys right-party contact rates?”Base:455 business and technology decision-makers responsible for outbound contact experience strategy and technology selection at US organizationsSource:A commissioned study conducted by Forrester Consult
84、ing on behalf of Neustar,a TransUnion company,July 2022CriticalImportantSomewhat importantAdoptionGap Customer intelligence can boost right-party contact rates.Whether it is understanding the preferred channel to reach a customer with an important service notice or knowing the best day and time to c
85、ontact your customer,customer intelligence capabilities are an important part of the outbound contact strategy.While most respondents say intelligence on the best time to reach customers is important,only 37%say they have this capability(see Figure 12).Similarly,notifications of compliance risk can
86、save an organization money and customer goodwill,but only three in 10 have this capability.Taking advantage of customer intelligence capabilities from the right customer contact solution can help optimize cross-channel contact strategies,mitigate compliance risk,and make agents more efficient,while
87、demonstrating customer understanding.28%40%21%31%58%Call blocking,spoofing,and spam tagging protection for company number34%30%28%46%46%Reliable and accurate caller name information displayed for inbound and outbound calls34%36%19%35%54%Display of company logo on outbound call33%38%15%35%51%Display
88、of calling purpose for outbound callAN OPTIMIZED CUSTOMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIGENCE18While most respondents say intelligence on the best time to reach customers is important,only 37%have this capability.Figure 12Most Important Customer Intelligence Capabilities Needed T
89、o Increase Right-Party Contact RatesBase:455 business and technology decision-makers responsible for outbound contact experience strategy and technology selection at US organizationsSource:A commissioned study conducted by Forrester Consulting on behalf of Neustar,a TransUnion company,July 2022Rank
90、1Rank 2Rank 3Adoption18%19%19%60%56%Intelligence that says the best number to call clients on12%16%19%34%47%Up-to-date and appended contact information for clients19%18%19%37%55%Intelligence that says the best day and time to reach out to clients13%18%13%30%44%Notifications of compliance risk in con
91、tacting a consumer(e.g.,Do Not Call,TCPA,CFPB Reg F)19%15%16%41%49%Proactive notifications of changes to identity and phone data16%12%13%49%41%Intelligence that says who to prioritize and who not to callAN OPTIMIZED CUSTOMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIGENCE19CUSTOMER CONTACT S
92、OLUTIONS DELIVER ON TOP BUSINESS GOALSEarly adopters of customer contact solutions are using their capabilities to meet top customer experience and business goals.The enhanced customer intelligence and call transparency of these solutions help users(see Figure 13):Increase right-party contact rates.
93、When customers can clearly see who is calling,they are more likely to answer.This,combined with better intelligence on how to best contact customers,increases both answer rates and right-party contact rates.Sixty-two percent of early adopters report improvement in answer rates,and almost half report
94、 increased right-party contact rates as a result of their customer contact solution.Improve regulatory compliance.Just 30%of survey respondents have intelligence on compliance risks when contacting consumers today.This can lead to significant costs for organizations that violate these rules.Sixty-tw
95、o percent of customer contact solution users see better regulatory compliance results through their solution.Increase operational efficiency.Lost productivity is the most common effect of voice channel challenges.The capabilities of customer contact solutions make agents more effective and productiv
96、e.Nearly half of early-adopter respondents say they have seen increased operational efficiency because of their customer contact solution.Improve customer experience.Many capabilities of customer contact solutions help Figure 13“What benefits has your company achieved from using customer contact sol
97、utions?”Base:186 business and technology decision-makers responsible for outbound contact experience strategy and technology selection at US organizations using or piloting customer contact solutionsSource:A commissioned study conducted by Forrester Consulting on behalf of Neustar,a TransUnion compa
98、ny,July 2022Increased revenues69%Improved customer retention57%Better customer experience/customer satisfaction68%Increased operational efficiencies49%Increased regulatory compliance62%Increased right-party contact rates45%Increased answer rates62%Better customer risk mitigation 41%AN OPTIMIZED CUST
99、OMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIGENCE20Early adopters report a range of benefits from using customer contact solutions including increased answer rates,improved customer retention and satisfaction,and higher revenues.increase customer trust,demonstrate customer understanding,a
100、nd provide a better customer experience the number-one business goal in 2022.Early adopters of customer contact solutions report a range of customer experience benefits,including improved customer retention(57%)and better customer satisfaction(68%).Customer contact solutions give organizations the t
101、ools they need to better serve customers in outbound communications.Reach higher revenue targets.All the benefits of customer contact solutions translate into higher revenues through reduced costs,greater efficiency,and happier customers.Sixty-nine percent of respondent users report increased revenu
102、es through their customer contact solution.AN OPTIMIZED CUSTOMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIGENCE21Key RecommendationsCustomers demand more from companies they do business with,and companies must hold on to that business.In fact,a customer-obsessed focus pays off.Forrester dat
103、a shows that customer-obsessed companies report 2.5x higher revenue growth and 2.2x higher growth in profitability than companies that do not put their customers at the center of their strategy and operations.1Customers today expect friction-free digital-first engagement that values their time and e
104、ffectively engages them for both inbound and outbound interactions.Modern contact solutions for outbound communications improve customer trust and experience.They also help improve operational efficiency,contain costs,meet regulatory compliance or mitigate compliance risk,and drive higher revenue.Fo
105、rresters in-depth survey of business and technology decision-makers responsible for the outbound call channel yielded several important recommendations:Pivot your company to become customer obsessed.The only competitive strategy is one that obsesses with understanding,connecting with,serving,and del
106、ighting customers.Customer experience must be a core company strategy,and outbound operations must deliver experiences in line with customer expectations,which requires that firms understand how each customer prefers to receive communications including the preferred contact channel,number,and time t
107、o contact.Evaluate your operational strengths and areas of opportunity.Assess your outbound contact strategy and operations.Compare your operations with best practices,and identify areas of opportunity to address.Craft plans to uplevel operations.Often this will take a realignment of organizations w
108、ithin your company that own digital and voice communication channels.Quantify progress against core key performance indicators for cost,trust,and revenue at every stage of the modernization journey.AN OPTIMIZED CUSTOMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIGENCE22Focus on customer value
109、.Customers expect to be known and their time to be valued.Display your companys information and logo on outbound calls to increase customer trust.Use the intelligence you have about your customers to make them want to answer the outbound contact that provides value-added information for them.Strengt
110、hen customer trust and brand value.Manage your brand for outbound calls through processes and technologies to protect verified phone numbers from call blocking and spam tagging and stop spoofers from using your caller identity.AN OPTIMIZED CUSTOMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIG
111、ENCE23TITLEManager45%Director34%Vice president16%C-level executive5%OUTBOUND CALLS PER MONTH5,000 to 499,99930%500,000 to 999,99943%1,000,000 to 9,999,99916%10,000,000 or more11%COMPANY SIZE500 to 99935%1,000 to 4,99945%5,000 to 19,99914%20,000 or more5%DEPARTMENTIT49%Customer experience28%Customer
112、service5%Other line of business19%In this study,Forrester conducted an online survey of 455 collections,energy and utilities,financial services,government and public sector,healthcare,insurance,retail and e-commerce,telecommunications,and travel and hospitality decision-makers at organizations in th
113、e US to evaluate the current state of outbound customer communications.Survey participants included decision-makers in IT,customer experience,and lines of business responsible for outbound contact experience strategy and technology selection at organizations making more than 5,000 outbound calls per
114、 month.Respondents were offered a small incentive as a thank-you for time spent on the survey.The study was completed in July 2022.Appendix A:MethodologyAppendix B:DemographicsAppendixAppendix D:Endnotes1 Source:“Value For Customers:The Essence Of Customer Obsession,”Forrester Research,Inc.,February
115、 25,2022.Appendix C:Supplemental Material“Messaging Is Officially A Fiasco,”Forrester Research,Inc.,July 8,2022.“The Three Customer Service Megatrends In 2022,”Forrester Research,Inc.,March 15,2022.“Introducing A New Function:Unified Coordination For Outbound Communication,”Forrester Research,Inc.,August 18,2021.RELATED FORRESTER RESEARCHNote:Percentages may not total 100 due to rounding.AN OPTIMIZED CUSTOMER CONTACT STRATEGY COMBINES TRANSPARENCY AND INTELLIGENCE24