ISG Provider Lens™ report finds enterprises
embracing AI, chatbots and social media to improve customer
experiences
Consumers have raised their service expectations during the
COVID-19 pandemic, and many enterprises are turning to contact
center providers to keep customers coming back, according to a new
report published today by Information Services Group (ISG) (Nasdaq:
III), a leading global technology research and advisory firm.
The 2021 ISG Provider Lens™ Contact Center – Customer Experience
Services Archetype Report finds many enterprises across the globe
seeking help from contact center providers with customer analytics,
conversational AI tools and customer data security.
The contact center industry is evolving to address future
consumers, and its enterprise clients are beginning to realize they
need to embrace new technologies, said Jan Erik Aase, partner and
global leader, ISG Provider Lens Research. “Brands face challenges
in delivering the best customer experience with more
personalization to ensure brand loyalty and high retention rates,”
he said.
The report sees several contact center and customer experience
trends: Conversational AI adoption is growing, stringent security
is increasingly important, and customer analytics is the new
lifeline for business survival.
The contact center industry is increasingly using both AI and
machine learning, along with automated personas, in customer-facing
roles, the report adds. Many enterprises are using chatbots to
serve customers for basic queries.
In addition, providers are investing in real-time performance
dashboards that create a direct connection between managers and
agents. These dashboards include automated coaching for performance
improvement, sentiment scoring, analytics scoring for agent
performance, and gamification with performance comparisons and
customized avatars, which can keep agents motivated and focused in
remote working or gig-worker situations.
Enterprises and contact center providers continue to allow
customer service representatives to work from home, because of
ongoing challenges created by the pandemic, the report says. In
response, the contact center industry is hiring remote agents and
transitioning to a remote working model.
Enterprises are embracing asynchronous messaging to engage with
customers, because of work-from-home-related connectivity issues,
the report says. Contact center providers are also taking steps to
deal with the security, background noise and other challenges
created by the work-from-home model. Some contact center providers
are adopting facial recognition, auto screen locks, voice
biometrics and virtual private networks to strengthen security for
work-at-home customer service agents.
In addition to traditional contact center services, many
enterprises are also focusing on social media as an important
channel for communication with customers, the report adds.
Customers are leveraging social media to raise complaints and make
purchases. Companies must be agile to manage social media channels,
because brand damage can happen quickly.
The ISG Provider Lens™ Contact Center – Customer Experience
Services Archetype Report examines three different types of
clients, or archetypes, that are looking for contact center
services. The report evaluates the capabilities of 27 providers to
deliver services to the three archetypes:
Automation Embracers: These enterprise buyers are still
low on the digital maturity curve but are looking to embark on an
automation journey. Full-time equivalent employees will continue to
play an important role. Channel adoption has matured to chatbots
that go beyond regular voice, email and text options. Buyers in
this archetype have made digital solutions a priority and are
seeking a healthy shoring mix. Cost savings are a priority, and
these clients use automation to reduce overhead costs.
Digital Connoisseurs: These buyers are digitally mature
or have made digital tools their top priority. They have explored
multiple channels and automation. Familiar with technology and its
implications, enterprises in this archetype are looking to scale
digital transformation and automation to have a larger impact on
customer experience. They have leveraged multiple channels to
enable better connectivity and communication.
CX Evangelists: For these buyers, transformation is the
highest priority. Driving superior customer experience by
leveraging technology-driven insights is the prime focus. These
buyers are looking to leverage analytics services to bring about
improvements at every stage of the customer service lifecycle.
Having highly skilled, domain experts as agents is critical for
these buyers. Their transformation goal is long term and strategic
and steers clear of point solutions or quick fixes.
Among the providers ISG evaluated, Conduent, HGS, Sitel Group,
Teleperformance, and TTEC were named Leaders across all three
archetypes. Alorica, Cognizant, Concentrix, CSS Corp., Genpact,
Sutherland, Webhelp and Wipro were named Leaders in two archetypes,
and [24]7.ai, Hexaware, Tech Mahindra, Transcom and WNS were named
Leaders in one.
A customized version of the report is available from Sitel
Group.
The ISG Provider Lens™ Contact Center – Customer Experience
Services Archetype Report is available to subscribers or for
immediate, one-time purchase on this webpage.
About ISG Provider Lens™ Research
The ISG Provider Lens™ Quadrant research series is the only
service provider evaluation of its kind to combine empirical,
data-driven research and market analysis with the real-world
experience and observations of ISG's global advisory team.
Enterprises will find a wealth of detailed data and market analysis
to help guide their selection of appropriate sourcing partners,
while ISG advisors use the reports to validate their own market
knowledge and make recommendations to ISG's enterprise clients. The
research currently covers providers offering their services
globally, across Europe, as well as in the U.S., Germany,
Switzerland, the U.K., France, the Nordics, Brazil and
Australia/New Zealand, with additional markets to be added in the
future. For more information about ISG Provider Lens research,
please visit this webpage.
A companion research series, the ISG Provider Lens Archetype
reports, offer a first-of-its-kind evaluation of providers from the
perspective of specific buyer types.
About ISG
ISG (Information Services Group) (Nasdaq: III) is a leading
global technology research and advisory firm. A trusted business
partner to more than 700 clients, including more than 75 of the
world’s top 100 enterprises, ISG is committed to helping
corporations, public sector organizations, and service and
technology providers achieve operational excellence and faster
growth. The firm specializes in digital transformation services,
including automation, cloud and data analytics; sourcing advisory;
managed governance and risk services; network carrier services;
strategy and operations design; change management; market
intelligence and technology research and analysis. Founded in 2006,
and based in Stamford, Conn., ISG employs more than 1,300
digital-ready professionals operating in more than 20 countries—a
global team known for its innovative thinking, market influence,
deep industry and technology expertise, and world-class research
and analytical capabilities based on the industry’s most
comprehensive marketplace data. For more information, visit
www.isg-one.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20211116005966/en/
Press: Will Thoretz, ISG +1 203 517 3119
will.thoretz@isg-one.com Erik Arvidson, Matter Communications for
ISG +1 617 755 2985 isg@matternow.com
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