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Service can't be personal enough, finds Aberdeen

Manufacturing News, Source : The Manufacturer US
Published : 09 May 2007 14:30

According to a new benchmark survey by Aberdeen Group, Improving Customer Satisfaction through Unified Communications, organizations continue to need to provide their customers more personalized products and services.

Aberdeen hypothesized that these customer pressures require organizations to develop and deploy a unified communications strategy. Unified communications solutions are dramatically helping improve employee productivity and customer satisfaction.

Best in Class Performance

Aberdeen used three key criteria to distinguish best-in-class companies. These key performance

indicators (KPIs) are: use of IP telephony, call routing and filtering systems and unified messaging solutions. Best-in-class organizations showed stronger adoption in all three areas, as compared to all other organizations. In fact:

• Four times more best-in-class organizations have implemented IP telephony than the industry average;

• Best-in-class organizations have implemented a unified messaging solution 3.5x more frequently than the industry average;

• Over 3x more best-in-class organizations have implemented call routing and filtering systems than the industry average; With this,

• Best-in-class organizations achieve “very high” customer satisfaction twice as often as all others.

Competitive Maturity Assessment

Survey results show that the firms enjoying best-in-class performance shared several common characteristics with respect to their Unified Communications implementation strategy, such as:

• Best-in-Class organizations are 3 times more likely as all other organizations to measure customer satisfaction in real-time.

• Thirty-five percent of best-in-class organizations are “very satisfied” with the productivity of their workforce – almost 4 times as frequently as all others.

Required Actions

Table 1 details those actions BICs have taken and technologies they’ve adopted, versus average and laggard organizations. Aberdeen Group believes that, to achieve best-in class performance, organizations must:

• Enable the adoption of technologies such as softphones and unified messaging with call routing, filtering and screening capabilities.

• Enable the Lines of Business to purchase Best-of-Breed solutions for process integration, unified messaging and call routing & filtering / call screening.

• Adopt APIs and Service Oriented Architecture integration within business processes.

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