Introduction fromBT Global Servicesand Avaya
Customers are vital to any organisation, and success dependson keeping them happy. Today’s customers want timely,personalised and easy access to services – wherever theyare, at any time of day, through any device. They ask morevaried and complex questions. They expect their enquiry to bedealt with by an informed expert, irrespective of which channelthey choose. As well as meeting these rising customer expectations,organisations are under increasing pressure to deliver morefor less. So it’s easy to see why the global contact centreindustry, caught between rising customer expectations and theneed for business efficiency, has reached a tipping point that isdriving organisations to change the way they work and servicetheir customers.The contact centre ‘mission’ used to be to process lots of calls, fast. But it’s no longer that simple. The demands beingplaced on contact centre staff are increasingly complex andtechnical as consumers become better informed. Thetraditional contact centre model is breaking down and beingintegrated with new technologies.This consumer research will help you understand the impactof these changing behaviours on the way you manage your customers. It follows on from two studies. First, in 2008, astudy called Fragvergence:
Changing consumer attitudesto diverse contact channels.
‘Fragvergence’ described twotrends in the marketplace: convergence and fragmentation. As communication devices, networks and software convergein capability, their use is increasingly fragmented. Second, in2011,
The Autonomous Customer
looked at the key changesin UK and US consumer behaviour and channel choice.This study,
The Autonomous Customer in Asia-Pacific
looks at thekey changes in Australia, China, Hong Kong, India and Singapore.It explores the changes in consumer channel usage which arecommon across these markets, and identifies the differences.B2B and internal communication is examined to help large multi-nationals improve the working lives of their colleagues.