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Mobile technology and social media have irreversibly changed the way people interact with businesses. Whether they are an existing customer or are planning to buy, they expect to be able to access the information they need instantly - and will be quick to share their opinions with their peers if they are not satisfied.
Customer service and marketing departments are changing the way they approach technology to meet this accelerated pace of interaction. As our survey of 37 customer services leaders and 34 marketing executives reveals, they are confident they can manage technology themselves, but seek to collaborate with IT on their ever-growing data challenge.
This report, sponsored by Oracle, explores how and why the two departments are taking control of technology, and features in-depth interviews with:
-Jo Causon, chief executive, the Institute of Customer Service
-Lisa Cobham, contact centre and customer experience director, Ticketmaster
-Adrienne Liebenberg, global marketing director, Castrol B2B
-Kevin Murray, chief information officer, AXA
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