Contact centers play a central role in supporting the customer journey across both pre-purchase and post-purchase touchpoints. These touchpoints are essential for answering customer questions, resolving customer complaints, troubleshooting product/service issues, and many more tasks. However, the way in which these interactions are executed is important; because a single, negative customer experience can have lasting effects beyond just that one interaction. It is no surprise then, that nearly 50% of decision-makers responsible for contact centers say that their number one objective is improving the customer experience (CX).
In February 2021, Microsoft commissioned Forrester Consulting to evaluate the ways in which companies are investing in their contact centers, collaboration strategies, and business applications as a way of improving CX. Forrester conducted a survey of 372 global contact center decision-makers who are responsible for digital transformation strategies and planning. We found that while organizations have the right tools in place to support contact centers, those tools often lack the system integration needed to help call-center agents operate more efficiently. For organizations to drive the business outcomes they want with their contact centers, a tighter integration between contact center systems, customer relationship management (CRM) systems, and internal collaboration systems is essential.