Market research explores value of using applications and communications technology for optimizing the customer experience.

BEND, OR, March 15, 2021 /24-7PressRelease/ — Ventana Research launched today its latest continuous Benchmark Research program into The Contact Center and Agent Management. The purpose of this research is to identify, explore and quantify the ways in which organizations use people, processes, information and technology to manage contact centers responsible for interactions and engagement with customers.

Customers engaging with an organization and their agents expect personalized interaction and resolution that draws on their previous interactions and are consistent no matter which channel they use. To avoid the pitfall of inconsistency resulting from separate systems and multiple stores of information, companies need to integrate their channels of communication, route interactions intelligently according to a single set of rules and provide access to a single authoritative source of customer information. When unified with customer engagement, cloud-based contact center systems offer a way to efficiently meet these requirements.

This Ventana Research Benchmark Research, The Contact Center and Agent Management, uncovers the best practices companies use to interact and engage with customers, how they measure success, the challenges they face and how they intend to improve their situations in the coming years. It assesses the performance of organizations by size and industry through application of the Ventana Research Performance Index Model. The results for which are applied to the buyer-oriented Ventana Research Value Index that assesses vendors and products to the necessary product and customer experience. For its sponsors, the Benchmark Research delivers detailed insights into the market and how buyers and organizations are pursing the topic and what is relevant in the marketing, selling and product direction of their technologies.

“The impact of the pandemic and black swan events has accelerated the need to be more digitally engaged with contact centers and how they should operate, especially when it comes to managing a dispersed agent workforce,” said Keith Dawson, VP and Research Director of Customer Experience at Ventana Research. “This benchmark research program will discover how organizations are responding, and what tools they expect will help them navigate the complexities of the modern customer experience.”

“I am excited in the team effort to bring this new market research endeavor to the portfolio of our programs that continuously operate and assess the direction of the market,” said Mark Smith, CEO and Chief Research Officer at Ventana Research. “The leadership of our VP and Research Director, Keith Dawson and Senior Director of Research Products, Lindsay Johnston with the supporting team is another example of our corporate values in excellence and independence as an industry analyst firm that invests into primary market research.”

Those interested in learning more about our Benchmark Research sponsorship opportunities, or to participate in the research, please click here. Ventana Research, a leading business technology research and advisory services firm, provides qualified research participants a $50 gift card incentive and a complementary report of the findings, which includes both key insights and best practices from the Benchmark Research.

About Ventana Research 

Ventana Research is the most authoritative and respected benchmark business technology research and advisory services firm. We provide insight and expert guidance on mainstream and disruptive technologies through a unique set of research-based offerings including benchmark research and technology evaluation assessments, education workshops and our research and advisory services, Ventana On-Demand. Our unparalleled understanding of the role of technology in optimizing business processes and performance and our best practices guidance are rooted in our rigorous research-based benchmarking of people, processes, information and technology across business and IT functions in every industry. This benchmark research plus our market coverage and in-depth knowledge of hundreds of technology providers means we can deliver education and expertise to our clients to increase the value they derive from technology investments while reducing time, cost and risk. 

Ventana Research provides the most comprehensive analyst and research coverage in the industry; business and IT professionals worldwide are members of our community and benefit from Ventana Research’s insights, as do highly regarded media and association partners around the globe. Our views and analyses are distributed daily through blogs and social media channels including, Twitter, Facebook and LinkedIn. 

To learn how Ventana Research advances the maturity of organizations’ use of information and technology through benchmark research, education and advisory services, visit

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