SOURCE: Panviva


April 21, 2015 08:30 ET

Marketing Underutilizes Customer Service, Says Demand Metric

New Study Provides Framework to Transform Legacy Call Centers Into Profitable Contact Centers

BURLINGTON, MA--(Marketwired - Apr 21, 2015) - Call centers and customer care teams are among the most critical customer-facing teams but are often under-staffed, under-resourced and challenged with constant change and complexity, according to the latest research from Demand Metric Inc., a global marketing research and advisory firm serving marketing executives. Transforming from Call Center to Contact Center recommends that marketers get involved in all aspects of the customer experience, including contact center operations.

The independent study identifies seven reasons legacy call centers cannot meet the needs of today's consumer. Concrete steps for forming a modern contact center, selecting enabling technologies, and a four-step implementation plan are provided. The report is available at no cost through underwriting by Panviva, a provider of business process guidance software used for customer service representative (CSR) guidance and performance management in contact centers worldwide. Download here.

"Marketers must understand the importance of contact centers to marketing and lead generation," said Jerry Rackley, Chief Analyst at Demand Metric. "The contact center agent is a company's frontline customer service representative; in many cases, the primary point of customer engagement. Demand generation, lead nurturing, up-sell and cross-sell opportunities are fundamental marketing and sales activities that the contact center can support and even initiate."

Demand Metric's Customer Engagement Maturity Model, developed from a longitudinal survey of its 55,000-member community of marketing professionals, stipulates that world-class organizations fully align market, sales and customer care with cross-functional responsibility for sales and revenue. They utilize comprehensive, end-to-end system integration of all customer engagement related platforms with tight integration to CRM systems, marketing automation software and ERP systems. 

Defining the Modern Contact Center

"The modern contact center is not a new name for the old call center," said Rackley. "A fundamental shift in strategic thinking and implementation is at the core. The evolution from legacy call center involves staffing, resources, organizational alignment and deployment of technology."

Demand Metric identifies five characteristics that distinguish modern contact centers from legacy call centers:

  • Intelligent Information Flow - Information presented to the agent is right-sized for the immediate need and in the right context for a multi-channel environment.
  • Context Awareness - Relevant information is filtered and rapidly presented to agents based on corporate process and compliance rules and guidelines.
  • Multi-Channel Communication - Information flows freely between the customer and the company regardless of touch point or device. Customer information is shared by all internal points of contact.
  • Cloud-Based - Software-as-a-Service (SaaS) applications provide users with cost, flexibility and scalability benefits.
  • Virtual Support - Leveraging the power of the cloud to outsource or decentralize key business processes, eliminating geographic constraints.

Panviva North American headquarters are in Burlington, Mass. Visit to learn more. Follow us on Twitter @Panviva and on LinkedIn.

Contact Information

  • Contacts:
    Stephen Pappas
    Senior Vice President
    Panviva, Inc.
    Email Contact

    Chas Kielt
    Corporate Communications
    On Demand Marketing and Influencer Relations
    Email Contact