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Industry Research : CX Disconnect in an 'Experience Economy' is Putting Businesses At Risk

#contactcenterworld, @didatamea

Dimension Data, a global technology integrator and managed services provider for hybrid IT, revealed the findings of its annual CX Benchmarking Report. It urges organizations to address a "customer experience disconnect" that could lose them business or even jeopardize their chances of survival in competitive markets where consumer loyalty can no longer be taken for granted.

Research from Dimension Data shows that 70% of respondents said customer experience is not represented at board level, with lower-level management or multiple managers often assuming responsibility. Furthermore, only 17% said their organization takes a fully integrated, centralized approach to customer experience.

However, the research found that most business respondents recognize customer experience as an important competitive differentiator (88%) that's also vital for driving loyalty (87%), revenue growth (68%) and cost reduction (56%).

Despite this, the research revealed that nearly a quarter of respondents (23%) are dissatisfied with the customer experience they deliver, and only 11% believe they're delivering experiences that would lead customers to recommend them to others.

This is resulting in an 'artificial reality', where companies are talking about CX but not delivering on it, creating a gap between their CX ambitions and actual CX capabilities. Businesses are looking at several CX technologies, such as customer analytics, artificial intelligence (AI) and digital integration, but aren't currently able to implement them properly.

Nemo Verbist, Group Executive for Customer Experience at Dimension Data said, "Customer experience must be higher on the agenda for every business and the whole organization should get behind it. Brands acknowledge how crucial customer experience is, yet so few are making it a board-level responsibility, leaving it siloed or delegating it to individual managers. There's an artificial reality between organizations' CX ambitions and making real change that benefits the customer. This disconnect must be resolved. Brands must make customer experience the priority they say it is."

The research also revealed that many brands are turning to technology to improve customer experience, but often without a clear strategy. Nearly a third (30%) of businesses said the digital solutions they've rolled out (such as chatbots and AI) don't provide the functionality their customers need, while more than half of respondents (57%) said customer awareness of such technologies is the biggest barrier to adoption.

Verbist added, "Rolling out a technology only to claim it doesn't provide the functionality required, or that customers are unaware of it, isn't a failure of the technology, but a failure of the planning. Technology can give businesses many powerful tools to improve and support great customer experience, but it's not simply a case of flicking a switch and it will work. Brands need to back their investments in technology with investments in their people, processes and planning."

Nancy Jamison, Principal Analyst for Customer Care at Frost & Sullivan, advised that brands should look to address these areas of disconnect within their business and measure, benchmark and report effectively to ensure such disconnects don't creep back in.

"Customer experience benchmarking is more important than ever. Brands need to invest in customer experience, but they also need to know that those investments are paying off. And if they're not, they need to know what to change. Right now, it looks like brands aren't putting the right kind of focus on customer experience and, as a result, they're not seeing the outcomes they want. That's bad for them, and their customers," she said.

#contactcenterworld, @didatamea

Posted by Veronica Silva Cusi, news correspondent
Source: https://www.prnewswire.com


About Dimension Data:
Company LogoDimension Data believes in the power of technology to transform your organisation, make things work better … and take your business to the next level. Over the last three decades, we’ve established ourselves as global company in the provision and management of specialist IT infrastructure solutions and services.
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Today's Tip of the Day - Memorable Numbers?

Read today's tip or listen to it on podcast.

Published: Wednesday, January 30, 2019

Printer Friendly Version Printer friendly version

2021 Buyers Guide Business Continuity

 
1.) 
Eckoh

CallGuard Remote
A flexible way to take secure, PCI DSS compliant payments from home or remote locations. It’s quick to deploy needs no changes to processes or systems.

CallGuard Remote prevents agents from seeing, hearing or recording card details so, the agent, their screen, and any call recordings are removed from the scope of PCI DSS.

This simple approach means the customer effectively types their own payment information into the agent’s payment screen, but with the card details being shielded from the agent’s view. It’s simple, and highly effective.
PH: 01442 458300

2.) 
OpsTel Services

SPEED & PLUS
The SPEED solution solves for service level issues while cost optimizing the environment with automation.

Provides an enhanced way to speed up & optimize invoking temporary agent skills configuration changes into the contact center environment.

Speed allows you to schedule both future changes & temporary changes that auto-revert back to the original state when scheduled time expires.

Speed features:

*Automated / Scheduled Temporary Agent Skills Configuration Management
*Immediate Temporary or Reoccurring Schedule Skills Configuration Changes
*Easy to Use/Operations Administration Focused
*Descriptive Monitoring Activity Dashboard
*Detailed “End to End’ Audit Trail and Perfor...
(read more)
PH: 1+480-435-9390

3.) 
Vads

VADS Business Continuity Plan
VADS provides a business continuity plan by providing full outsource services and manage services. we've provided this to several clients. You can contact us for a detailed study case.
PH: 0217991445

4.) 
Teckinfo Solutions Pvt. Ltd.

InterDialog UCCS
Adapting to the new normal contact center industry has to be ready for work from anywhere agents to maintain business continuity. Even when working from remote locations, the work from home agents or remote agents need to be monitored for smooth customer service operations or effective tele sales.

InterDialog UCCS with its work from home agent ready call center software helps you to have complete control over your contact center operations. Agents can log in from any where , home, office or any other place where they are through their mobile phone or desktop , or even through our ID mobile app . With centralized recording & reporting , you gain visibility of all contact center metrics , and you can manage your center the same way as you were doing when working from office.
 

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