Industry Research : Analytics a Key Priority for ANZ Business Bosses
The improved use of analytics is a key priority for more than two-thirds of Australasian senior business leaders as a driver for customer experience (CX) and lead generation, according to a new study.
The research highlights that Australasian organisations have started their journey to channel integration.
The Omni-Channel Experience Strategy Insights 2015 study from omni-channel CX and contact centre solutions provider Genesys found senior level decision-makers in Australia and New Zealand (ANZ) regarded channel integration as a top priority in their CX strategy. However, it adds that most must first achieve efficiency through the optimisation of existing CX channels, technologies and data analytics.
The report, which was undertaken by Fifth Quadrant surveyed 235 senior level decision-makers in ANZ, found that while 74 per cent believed an integrated channel strategy was important to their business, 69 per cent identified the need for their organisation to prioritise optimisation of existing customer interaction touchpoints prior to exploring integration.
Improving digital effectiveness (43 per cent) was recognised as an area of channel optimisation that required increased focus, followed by adoption of self-service procedures (30 per cent) and replacement or deployment of new technologies (26 per cent).
The data showed that as businesses moved towards creating an integrated channel environment they were also beginning to shift their disparate systems into one single platform.
In 12 months’ time, one in five respondents were planning for the implementation of a single platform to manage all of their channels.
The report adds that the mobile channel is expected to have the biggest growth over the same period of time, with 66 per cent of those surveyed stating its importance to an organisation’s channel strategy.
It also found a division between smaller and larger organisations when it came to CX and the performance levels it delivered across different touchpoints. More than two-thirds (68 per cent) of respondents from organisations with less than a thousand employees have rated providing CX that was personalised, responsive and optimised as very important to their business, in contrast to only 41 per cent of those from larger businesses.
"We are seeing smaller-sized businesses being more advanced in their CX developments as they have maintained a focus on known technological growth areas, such as mobile and have a continuous goal of improving their knowledge around how these systems uniquely improve business efficiency,’’ Mr Verrall said.
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The barriers to full channel integration include resourcing issues (71 per cent), constantly changing technological advancements (63 per cent) and a lack of insight into data analytics (57 per cent).
According to the study, Australasian businesses have now mapped a process of achieving effective integration and are committing to greater investment in CX by way of increasing technology budgets with an average of 36 per cent increase planned over the next year.
The majority of investment will be placed on customer relationship management (44 per cent), followed by data analytics (39 per cent) and call centre technologies (25 per cent).
Posted by Veronica Silva Cusi, news correspondent
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