How Digital Strategy Gaps Hurt Customer Experience

The vast majority of companies recognize that digital customer experiences (CX) represent a make-or-break proposition in terms of competitive differentiation, but digital strategy shortcomings are limiting their ability to deliver, according to a recent survey from Dimension Data. The resulting "Global Customer Experience Benchmarking Report" indicates that very few organizations are able to connect all CX channels. Most, in fact, still rely on dated resources such as telephone and email communications to support customers. Very few consider their company's digital business strategy optimized. And, while most said customer analytics and connected customer journeys will greatly affect CX for the near future, the majority of businesses do not collect data to review and improve customer journey patterns. "The digital dilemma is deepening, and organizations need to choose a path between digital crisis or redemption," said Joe Manuele, Dimension Data's group executive for CX and collaboration. "The world has formed a digital skin, and business, service, technology and commercial models have changed forever. However, organizations are strategically challenged to keep pace with customer behavior." Representatives of more than 1,350 global organizations took part in the research.