The majority of companies use spreadsheets for customer analytics. These personal productivity tools often create errors, make it difficult to produce accurate and timely customer analysis and restrict the types of data that can be included in analysis. Innovative companies have implemented dedicated software for customer and interaction analytics and a further 30 percent plan to do so in the next 12 months. Such tools enable them to increase the number of data sources they use and thus produce a more complete view of the customer. Users of dedicated analytics software have realized various benefits, including improvement in the customer experience, a better understanding of business performance and better alignment between business units involved in customer-related activities.

1. BUSINESS BENEFITS
CUSTOMER ANALYTICS
of
Companies need complete views of their customer activities to inform
decisions and personalize responses during interactions. Today most
organizations can’t generate such views because they cannot utilize all
their customer data. Dedicated customer analytics can enable them
to use all customer data, connect it with individual customers and
share it among agents and management. Organizations using such tools
report improved customer experiences, more complete understanding
of their performance and better alignment across business units.
Use of customer and interaction
analytics is maturing.
Best practices optimize customer
and interaction analytics.
Companies benefit greatly from
dedicated analytics.
COMPANIES ARE ADOPTING
DEDICATED ANALYTICS SYSTEMS:
COMPANIES ARE USING MORE DATA SOURCES
IN CUSTOMER ANALYTICS:
To improve business performance, companies should adopt advanced
analytics that can utilize all sources of customer data.
ANALYTICS IS
MOST COMMONLY
USED TO SUPPORT
THESE TASKS:
have deployed dedicated systems for
customer and interaction analytics.26%
29%
CRM systems
54%
records of
customer interactions
42%
customer
feedback
47%
Companies use an average of 6data sources, and 40%use up to 14. The most common are:
Customer
Experience
Management
62%
Collaboration
44%
Mobility
60%
Big Data
MORE THAN 50%
OF
COMPANIES HAVE:
• Improved customer experience and satisfaction.
• Gained better understanding of business performance.
• Achieved better alignment across business
units involved in customer-related activities.
...
plan to change tools in the next 12 to
18 months....
Management of Agent
Work Schedules
of companies have begun using mobile
technology to access customer analytics.43%
78%
...
of companies are at least somewhat
satisfied with it....
Source: Next-Generation Customer Analytics Benchmark Research
Sponsored By:
www.ventanaresearch.com
100%
75%
90%
Quality
Monitoring
COMPANIES PLAN
TO IMPROVE THEIR
USE OF ANALYTICS
BY ADOPTING NEW
TECHNOLOGIES,
IN PARTICULAR: