India Businesses’ CM Solution Better than Global Average

Avaya survey finds strong correlation between CEM and increased profits

A new study from Avaya, a global provider of business collaboration and communications solutions and services, investigates the emphasis companies are putting on customer experience management (CEM) and finds that increasingly high expectations are creating a business environment where the majority of organizations are struggling to keep up.

While CEM programs are being undertaken on a global scale by businesses of all sizes, the Avaya survey found that in India, 72 percent of the businesses have a CEM solution far better than the average of 59 percent globally but behind the 84 percent of businesses in China which have a solution in place.

CEM and Profits

CEM activities are strongly tied to business success and growth trajectories. India respondents felt the strongest about the importance of CEM in organizations with 75 percent of business managers in India describing CEM as extremely important, followed by Mexico (67%),the US (59%) and Brazil (59%).

What Indian Customer Expect

With regards to what customers expect vis-a-vis what companies are able to offer in India, 80 percent of the Indian customers expected to be treated as ‘unique’, with companies automatically delivering communications tailored to an individual’s preferences. In stark contrast with customer expectations, only 49 percent of companies deliver on this.

Bridging the Gap

45 percent of businesses in India, say they can automatically produce in real time a record of a prospect’s contact history across all communication channels from the first point of contact, even if they have not become a customer. To this end, the company also announced Avaya Contact Center Select, a “right-sized” solution for midmarket businesses which enables a multichannel customer experience with the simplicity and affordability needed by this segment.

“Breaking down functional silos, tapping the expertise of internal and external resources and investing in technologies that bring customers and employees closer together will help put companies on the path to success,” said Johnson Varkey, Director, Contact Center Sales, India and SAARC, Avaya.

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