I just published a research report resulting from a number of member inquiries and thought I would share a truncated version here for the larger community. For SSPA members, here is a link to the full article online: Creating Personalized Customer Experiences. Ten years after the advent of CRM most technology companies are drowning in customer data, but identifying which information is relevant for a specific interaction and tailoring the conversation and processes to fit remains a stretch goal for most support organizations.
Companies wanting to improve the customer experience by personalizing support interactions need to make investments in three areas: support engineer training, support engineer desktop applications, and a real-time personalization engine. (more…)