Survey Says: Most Organizations Lacking Contextually Relevant Material
In order to work efficiently and effectively, it is vital that customer-facing employees and executives have access to the right information—contextually relevant information—at the right time. If not, the inability to engage at the right levels could be the difference between finding new revenue streams and the loss of customer loyalty and brand reputation. This is because true customer engagement focuses on an organization’s ability to understand, adapt and respond to customer needs in a completely agile, real-time fashion.
However, during a recent survey of customer service and support executives, we learned that just 13 percent of those surveyed believe employees can effectively tap into the collective knowledge of their organizations.
• 79 percent said they can only sometimes or almost never get the information they need to make informed business decisions quickly
• 51 percent said they themselves can only “sometimes” get at the information
• 28 percent noted they can “almost never” get the necessary details
• Eight percent said they could not get at the information at all
The survey data clearly demonstrates that organizations continue to struggle with the fragmentation of information at several levels—preventing executives, employees and customers alike, from making timely, informed decisions. Forward thinking companies must seek advanced alternatives to providing an interactive, real-time, one-to-one, end-to-end customer experience. When engaging with customers they must provide insight and knowledge—which is contextually relevant to that customer.
When asked how employees go about resolving customer issues with limited information resources, 73 percent of the survey respondents said their employees rely on a mix of personal networks and systems the company gives them to get their jobs done, while 13 percent said employees rely mainly on their own networks.
This alternative method for information gathering is extremely counterproductive, as employees spend inordinate amounts of time routing through mounds of irrelevant information and often come up short-handed or worse, with inaccurate information. Often, they end up “recreating the wheel.” Furthermore in some industries, this “workaround” practice has greater consequences as it breaks a slew of regulatory requirements.
In order to access the knowledge you need, embrace the new paradigm of leaving information where it resides naturally, and instantly assembling consolidated information that is contextually relevant and personalized—at that point in time—to the user. We call this engaging knowledge to engage customers, and it helps executives, employees and customers gain the insight they need to facilitate decision making, improve day-to-day efficiencies and operations and cultivate one-to-one customer relationships.
The survey results listed above are only some in a series of informative research published by Coveo. Read our new eBook for more insights and check back frequently for our latest statistics and surveys.