Cambridge, MA, November 10, 2005 – A survey conducted by software provider Art Technology Group revealed that more than 75% of the companies surveyed say inadequate information in commerce, marketing and service organizations is hampering their ability to deliver satisfying and profitable customer experiences.
The survey was conducted among more than 50 members of its blue-chip customer base.
"The results of ATG's study reveal a significant problem with the way most organizations approach their customers," said Sheryl Kingstone, Yankee Group program manager for the Customer-Centric Strategies decision service. "It is well known that there is tremendous value associated with a consistent, cohesive approach to customer interactions, but businesses have not yet found the right strategy and supporting technologies to realize this value. A new strategic approach is needed to break down the organizational silos currently standing in the way of mutually rewarding customer experiences."
Complicating the matter is the fact that customers are using multiple channels to interact with companies. For example, respondents reported that nearly 55% of customer service and support interactions are managed over the phone, 24% are handled via Web self-service and 17% of interactions take place over e-mail. With 40% of service organizations listing customer retention as one of their primary goals, it is crucial to maintain interaction continuity and consistently deliver great customer experiences across all channels.
"Having good products or offering low prices is no longer enough to ensure customer loyalty," said Cliff Conneighton, senior vice president of marketing, ATG. "Consumers are demanding better. They want to be treated like individuals, not commodities. This requires businesses to integrate the customer information housed across the marketing, commerce and service functions to start delivering relevant and valuable experiences at every customer touchpoint, regardless of where it falls in the customer lifecycle or what the communication vehicle is."
The survey clearly shows that organizations recognize the need for a new approach. Nearly 70% of respondents have definite plans to implement new features, functions or technologies in the next year to improve their organizations' customer experiences. Another 24% have tentative plans to do the same.
To meet this need, ATG recently announced the ATG Wisdom strategy the new ATG Service Suite. Companies like Symantec and Conseco Insurance are already working with ATG to deliver the rich, valuable customer experiences necessary to ratchet up customer loyalty and business results.
