News : New Calabrio Survey Finds Companies Aren’t Delivering an Impactful Omnichannel Experience
Nashville, TN, USA, Sept, 2018 -- Companies are facing increased customer demand for digital self-service options, such as chat and text messaging, but many are quick to add new channels of communication without first addressing internal barriers. A new study announced, "The Danger of Digital: Why digital self-service without true omnichannel strategies risks the entire customer experience," found that in the rush to deploy additional customer communication channels, many organizations skip the much-needed operational planning required for those channels to provide the best possible service to customers.
Commissioned by Calabrio, a provider of customer engagement and analytics software, the study surveyed more than 1,000 marketing and customer experience leaders in the U.S. and U.K. to determine if internal processes enable companies to deliver the experience promised to customers. The report was launched today in Nashville at the company’s U.S. user conference, Calabrio Customer Connect (C3).
While 93 percent of companies know the importance of providing a seamless, quality experience across all channels, only 45 percent think they are very effective at doing so. A variety of barriers still exist including inconsistent training across channels, a lack of ability to combine customer interaction data from all channels and budget constraints.
"As digital channels increasingly become customers’ preferred method of service, companies can’t afford to let internal hurdles prevent them from providing the highest quality experience," said Tom Goodmanson, president and CEO at Calabrio. "To meet customer expectations, companies shouldn’t look for a quick fix and simply add channels—they must do the hard work of planning and optimizing every step of the customer journey, both digital and in-person."
Commissioned through VI.GA Consulting. Study of more than 1,000 marketing and customer experience leaders in the U.S. and U.K.
Posted by Veronica Silva Cusi, news correspondent
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