Oracle Study Finds Customer Service Lacking

While companies are investing in new technologies to realize the business benefits of modern customer service best practices, 62 percent donEUt grasp the full importance and impact customer service can have when it is an organization-wide strategic goal. That's according to a new Oracle study examining the adoption of modern customer service best practices.

Even though 88 percent of respondents say they believe they are making significant progress delivering modern customer service, there are several factors preventing companies from leveraging customer service as a true organizational strategy, according to the study. Among those are limited definitions of customer service; poor knowledge management and customer visibility; and a reliance on traditional channels and metrics.

Commissioned by Oracle and carried out by Forbes Insights, the study, EUModern Customer Service: Are You Outpacing Your Executive Peers?EU surveyed 415 customer service executives, from organizations representing 10 different industries.

Not a Priority

Despite the barriers to adopting customer service as an organizational strategy, companies are at least starting to understand the importance of investing in modern customer service technologies to deliver the best customer experiences. Among the top areas slated for investment in 2015 are additional online customer service capabilities (55 percent); self-service technology (47 percent); mobile apps (52 percent); social media (43 percent); and knowledge management systems (51 percent).

Other findings in the report include:

  • Most organizations are not fully embracing a modern customer service mindset, with only 38 percent of respondents viewing modern customer service as a companywide priority.

  • Many organizations still define customer service as a post-purchase function, with executives often not viewing customer service as a key agent for increasing sales (60 percent); retaining existing customers (47 percent); or enhancing their brands and marketing messages (85 percent).

  • Many respondents say they have concerns about new customer service channels, including integrating them with existing systems (44 percent); cost (43...

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