Is your customer experience (CX) a mess? New research from Dimension Data suggests that nine out of 10 organisations are not implementing an effective digital customer experience. If this data is correct then the numbers are shocking. The importance of CX has been appreciated for many years – how come it is still so disorganised?
It’s not as if executives do not understand the problem. The research indicates that 71% of companies see CX as their primary strategic objective – even higher at 76% in the USA. But although everyone says it’s their top priority, what is really happening? Just 13% of organisations rate their CX at nine out of 10 or better and 36% of organisations don’t have a manager assigned to manage CX.
It sounds like most companies today are facing a situation where they all talk a good game, but there is little action. However, there is a clear business case for change – CX needs to be taken seriously by any company that wants to survive the current turbulent business environment.
Eighty one percent of companies believe that it is CX that differentiates them from their competition. Most digital transformation programmes are now being driven by a need to improve CX and often these transformation programmes are launched as a result of customer demand for better services.
Companies report that there are many direct business benefits from focusing on an improved CX, including:
- Increased customer loyalty (92%)
- An uplift in revenue (84%)
- Cost savings (79%)
The top technology trend for CX in 2017 was reported as omni-channel projects, with improved customer analytics coming second. However, just 8% of companies reported that they have all channels connected so there is still a long way to go for most on their omni-channel journey.
It’s clear that executives are prioritising an improvement to CX, but they are mostly quite far from the service customers are demanding. The coming few years will be busy as all these CX programmes are implemented in a rush to maintain loyalty.
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