克服經濟逆風並徹底改變北美零售客服中心產業

北美零售業客服中心的成長機會

與醫療保健一樣，零售業也是受 COVID-19 大流行影響最嚴重的行業之一。零售產品和服務必須迅速改變和創新，因為它們往往對人們的生活至關重要，而不是像旅遊和酒店業那樣「有好有壞」。在其中一些行業中，客戶投資放緩或完全停止。相較之下，在零售領域，客戶參與因通路類型而異。顧客離開商店轉向網路購物。商店員工必須適應新的規則和規定，以確保消費者的安全。

在對疫情的擔憂有所緩解的同時，零售業面臨著不利的經濟狀況，包括美國聯邦升息、可能出現景氣衰退的徵兆以及多重地緣政治干擾（幻燈片 9）。然而，強勁的經濟報告、股市上漲和就業率上升抵消了這些挑戰，引發了消費者信心和購買行為的浪潮。這些綜合因素改變了該行業傳統上使用消費者偏好、支出資料和預測模型來做出決策的方式。

Frost & Sullivan 於 2024 年 1 月對 758 個客服中心相關人員進行的 2024 年全球聯絡中心調查發現，91% 的受訪者認為永續性「極為重要」。安全也變得更加重要。 95% 的受訪者表示增加安全投資很重要、非常重要或極為重要。

調查對象國家包括澳洲/紐西蘭、巴西、德國、印度、墨西哥、菲律賓、英國和美國。

目錄

研究目的和調查方法

• 研究目的和調查方法
• 調查目標概況

執行摘要

• 零售顧客關懷狀況：2021-2028
• 北美洲

成長機會分析

• 裁員、關閉商店和轉向價值零售正在改變零售格局
• 零售客服中心的成長環境

2024 年全球聯絡中心調查結果：零售業

• 主要發現
• 零售決策者的優先事項
• 當前和未來的通路投資
• 改善自助服務是重中之重
• 優先考慮員工培訓的參與舉措
• 按類型分類的零售成長機會
• 餐廳
• 時尚
• 量販店/百貨公司
• 雜貨店、藥妝店、便利商店
• 對永續性的承諾
• 加強安全保障的重要性
• 有助於駕馭消費者信心指數海洋的趨勢

Frost & Sullivan 2024 年聯絡中心獎

附錄

• 為什麼成長如此困難？
• The Strategic Imperative 8（TM）

成長機會宇宙

• 成長機會 1：合併店內和線上體驗
• 成長機會2：發展專業代理商
• 成長機會3：加強人工智慧監管合規性

最佳實踐意識

弗羅斯特雷達

下一步

Contact Center Growth Opportunities in North American Retail

Along with healthcare, retail was one of the industries most impacted by the COVID-19 pandemic, which forced rapid change and innovation because retail goods and services are often necessities in peoples' lives, not nice-to-haves as seen in the travel and hospitality sectors, for example. In some of these verticals, customers slowed down or stopped investing entirely. In contrast, the retail sector saw big swings in customer engagement, depending on channel type. Customers abandoned in-store for online shopping. In-store personnel had to accommodate new rules and regulations to keep shoppers safe.

As pandemic fears lessened, the retail sector faced poor economic conditions (slide 9), including Federal rate hikes, glimmers of a possible recession, and multiple geopolitical upheavals. Solid economic reports, a rise in the stock market, and higher employment rates offset the challenges, creating swings in consumer sentiment and purchasing behavior. These combined factors changed how the industry uses traditional consumer preferences, spending data, and forecasting models to make decisions.

Frost & Sullivan's 2024 Global Contact Center Survey of 758 contact center stakeholders, conducted in January 2024, finds that 91% of respondents consider sustainability "very important to crucial." Security has also risen in priority. A resounding 95% of survey respondents answer that it is "important, very important, or crucial" to increase investments in security.

The primary goals of this research are to establish the size of corporate budgets for purchasing channels, applications, and solutions in the contact center environment and to understand purchase trends. It also investigates the factors that influence product selection.

Frost & Sullivan surveyed decision-makers and purchase decision influencers of contact centers across business functions including chief experience officers (CXOs), managing directors, owners, senior management, and middle management, among others.

Countries include Australia/New Zealand, Brazil, Germany, India, Mexico, the Philippines, the United Kingdom, and the United States.

Table of Contents

Research Objectives and Methodology

• Research Objectives and Methodology
• Respondent Profile for Total Survey

Executive Summary

• The State of Retail Customer Care: 2021-2028
• North America

Growth Opportunity Analysis

• Layoffs, Store Closures, and Shift to Value Retailing Illustrate the Shifting Retail Landscape
• Retail Contact Center Growth Environment

2024 Global Contact Center Survey Results: Retail

• Key Findings
• Retail Decision-maker Priorities
• Current and Future Channel Investment
• Self-service Improvements are Top of Mind
• Employee Training is the Top Engagement Initiative
• Retail Growth Opportunity by Type
• Restaurants
• Fashion
• Mass Merchants and Department Stores
• Grocery, Drug, and Convenience Stores
• Leaning into Sustainability
• The Importance of Increasing Security
• Trends Enabling Navigation through the Seas of Consumer Sentiment

Frost & Sullivan 2024 Contact Center Award

• Agent Engagement: ezCater Wins the "Good Vibrations" Award
• AI & Automation: British Columbia Lottery Corporation (BCLC) - Finalist for the "Mr. Roboto" Award

Appendix

• Why Is It Increasingly Difficult to Grow?
• The Strategic Imperative 8™

Growth Opportunity Universe

• Growth Opportunity 1: Blend the In-store and Online Experience
• Growth Opportunity 2: Create Professional Agents
• Growth Opportunity 3: Bolster Regulatory Compliance for AI

Best Practices Recognition

• Best Practices Recognition

Frost Radar

• Frost Radar

Next Steps

• Benefits and Impacts of Growth Opportunities
• Next Steps
• Take the Next Step
• List of Exhibits
• Legal Disclaimer