293 — KANA Study Reveals That Tracking and Leveraging Customer Histories is Critical to Providing High Levels of Customer Satisfaction

Jul 9, 2002 | Conteúdos Em Ingles

Knowledge Base Solutions Combined with External-Facing Personalisation Capabilities Address Key Customer Concerns and Allow Companies to Provide Positive Customer Experiences.logokana

KANA (NASDAQ: KANA) the leading provider of external-facing eCRM solutions, announced in April 25 results of a recent study of consumer behaviour that revealed that capturing and leveraging knowledge across all customer communication channels is vital to providing extraordinary customer experiences. Nearly half of consumers polled find that repeating their orders, questions, mailing address, and payment method are the most negative aspects in dealing with a business and are frustrated by an enterprise’s lack of knowledge of their history with the organisation.

This KANA-sponsored survey was based on a cross section of consumers who have made purchases in both on-line and off-line environments. The study sought reaction to customer service, independent of channel, including off-line interaction, phone, e-mail, Web chat or on-line self-service.

Results show that consumers demand that their service representatives have a knowledge of their past history and current relationship with an organisation.

Key findings included:

·42 percent of consumers found that past customer interactions were not leveraged by the customer service centre that they were contacting. The lack of knowledge that these call centre representatives have of their own company’s services and typical customer questions is a problem that these customers would like addressed;

·45 percent of consumers found that having a personalised account set up, either in a call centre, on the Web or via e-mail, made their experience more beneficial.The second most common frustration among those polled was dealing with a business’ impersonal approach;

·67 percent of participating consumers stated that courtesy, timely responses, and personalisation across all channels have an impact on their future relationship with the company.

KANA is not alone in showing that tracking customer histories and providing that information is critical to the success of a business. According to Jupiter Communications, e-commerce Web sites using technology that captures this information have seen annual revenue increases of up to 52 percent.

“KANA sponsored this survey to identify the expectations of today’s customers relative to personalised service,” said Alf Saggese, MD, EMEA for KANA. “The survey indicates that customers have grown to expect customised service across all communication channels. KANA’s integrated, external-facing Contact Centre solution uniquely enables businesses to provide this high level of service. KANA Web-architected solutions provide the knowledge needed for personalised care, even while interaction over the Web increases.”


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