Research: More CX interactions, but they are changing
My colleague Helen recently blogged about the release of Dimension Data’s Global CX Benchmarking Report. I’d like to add a few further thoughts on the research and as it features feedback from 1,351 companies in over 80 countries; this is one of the most thorough explorations of customer experience around at present.
Helen mentioned the disconnect between CX being a strategic priority for most executives and their failure (so far) to actually deliver a really great experience. However, the research also features some other interesting highlights:
- CX was voted by 77% of European participants as a competitive differentiator and is the most important strategic indicator of performance
- 77% of European research participants forecast increases in assisted-service volumes; 69% rise in fully automated digital contacts; and 59% anticipate overall interactions to grow.
- Customers have a choice of nine channels with which to engage with organisations – now the norm in organisations. This number will rise to 10 by 2018.
- Connected customer journey via omni-channel solutions is the top technology trend for 2017 Omni-channel solution, alongside customer analytics, was listed as the top factors to reshape CX capability in the next five years.
These are important points and worth emphasising. In particular, I would stress these observations:
- Omni-channel: most executives know they need to get better at omni-channel service, but they are not there yet. Just look at how the research says most customers are now choosing from nine different channels – this is right now. By next year, ten will be normal. I have been saying to people for the past couple of years that customers are already familiar with half a dozen – or more channels. This is one area where executives really need to take control.
- Increase in contact: almost two-thirds (59%) say that there are more interactions with customers now. I believe this is not because of more problems, rather there is more of a relationship developing between brands and customers – not just post-purchase calls.
- Change in type of contact: 69% of executives say that they expect to see the more automated contact, pointing to the growth of IOT and tools such as Google Home and Amazon Alexa. As more devices are connected to the Internet, they can automatically make service calls without the involvement of the device owner. All your electronic devices, including your car, will soon be self-diagnosing and fixing problems automatically.
What is really fascinating to observe is how various technologies, such as IoT and social networks, are having a profound effect on customer experience. With the fast development of other important technologies like Virtual Reality, I’m sure this list of priorities will need to be updated soon.
What do you think about the Dimension Data research findings? Leave a comment here or get in touch via my LinkedIn.