Choose a country

United KingdomEnglish
South AfricaEnglish

Research suggests that nearly 90% of businesses are neglecting the customer experience

Today, the customer holds all the cards. This limitless power has been generated by a seismic shift in how we communicate.  Mobile technology means customers are continually in either buying mode or conversation mode; ready to appraise and detract as they feel the need. This gives brands a simple choice – adapt or die.

Pursuing customers as advocates requires businesses to deliver the optimum customer experience. To achieve this, organisations are striving to create genuine one-to-one, omnichannel customer contact; where all communication touch points are integrated and the company has a 360 degree view of each individual customer, regardless of the contact channel they choose.

However, research commissioned by leading customer experience provider, Webhelp UK, which interviewed 200 businesses around the world, paints a very different picture. Alarmingly, 89 per cent of businesses are yet to consolidate their customer experience offering across traditional voice and non-voice channels, despite non-voice contact almost doubling in the last two years (from 36 per cent to 68 per cent).

Whatç—´ even more perplexing is that 70 per cent of businesses have invested in the use of analytics to better understand customer journeys which would have almost certainly pointed them towards the increasing importance of an omnichannel model.

It seems that organisations are taking a positive first step by investing in intelligence but are then failing to act on the results and turning a blind eye to crucial analytics, a decision which could cost them dearly in the long run.

It is also surprising that 71 per cent of businesses across North America, Western Europe and Australia are not turning to Outsourcing as a way of breaching the gap between capturing voice of the customer data and then turning this into actionable insight and customer journey improvements. Outsourcing should be seen as a strategic tool to improve customer experience, based on a recognition that resources available in-house are not always going to be enough to deliver change.

As the years roll on and technology advances into the unfathomable, businesses need to keep up with new developments and meet changing demands. Putting the customer experience on the back burner or forgetting about your core audience all together could be the worst decision you ever made.

Download CRM Outsourcing Business Trends infographic

OVUM Webhelp UK research crm outsourcing

Register now to attend our upcoming events and webinars and to be alerted to new publications in our white paper series. 

Article by: Webhelp

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
Embracing immediacy and the connected customer

In a very detailed report on the state of the connected customer that gathered information from over 7,000 survey respondents. The research is over a year old now so some detailed sections may have moved on, but the broad conclusion is still valid. The Salesforce research focused on how increasing customer demands are changing the way that companies need to do business. New technology has put...

Ronald Van schijndel appointed CEO webhelp the Netherlands

Ronald van Schijndel has been appointed as the new CEO of Webhelp the Netherlands. Ronald steps into this role following the unexpected passing of our dear colleague and former CEO Gert-Jan Morsink with whom he’s worked closely on the development and growth of the business since 2012. Thanks to...


How often are travellers using digital methods? What channels are customers using most frequently? And has the internet, as many predicated, replaced the traditional travel agent?   The Travel Industry is one sector that many people believed would be disrupted the most following the...

Brits Are Looking Forward to a Traditional Family Christmas

  Electronic devices and computer games don’t make it into top 10 of gifts   With Christmas just days away, the majority of Brits are looking forward to time with friends and family this festive period, according to the latest consumer research from customer experience expert,...

Case Studies
Webhelp People Analytics