Ovum Report: Take a Modern Approach to Customer Experience


Ovum conducted a dual survey among customer experience managers and customer-facing employees across seven countries around the world. The surveys examined the role of support teams and how it is changing, the biggest pain points and frustrations faced by customer support teams, the way they handle customer engagement, and their use of technology.

The survey also drilled down into the current state of artificial intelligence (AI) strategy and deployments in the customer engagement environment, and into future implementation plans. The findings were at times surprising and revealed a customer engagement that is making progress but is still in need of improvement – some of it urgent, particularly in the knowledge management domain.

This report will help customer experience managers address the challenges revealed by the survey and also capitalize on the opportunities that intelligent technology can bring to customer engagement.