How Digital Strategy Gaps Hurt Customer Experience
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How Digital Strategy Gaps Hurt Customer Experience
Companies know that high-quality digital customer experiences bring competitive differentiation. But most of them are far off from achieving optimal CX. -
Critical Cog
81% of the survey respondents from global organizations said the digital customer experience (CX) is a competitive differentiator, and 71% cited it as a top strategic measure. -
Primary CX Benefits
Increased customer loyalty: 92%, Greater employee engagement: 85%, Revenue growth: 84%, Cost savings: 79% -
Missing Links
Only 8% of the survey respondents said their organization has connected all CX channels, and just an additional 22% said that most of these channels are connected. -
Top Channels for Customer Support
Telephone: 96%, Email: 94%, Website: 79% -
Growth Forecast for the Next Two Years
Assisted-service volumes: 78%, Fully automated digital contacts: 71%, Overall interactions: 62% -
Missing Element
51% of the survey respondents said their company does not have a digital business strategy. -
Unimpressed
Less than one in 10 considers their organization's digital business strategy to be optimized. -
Game Changers
61% of the respondents said customer analytics will greatly reshape CX capabilities over the next five years, and 55% said the same about connected customer journeys. -
Failure to Optimize
72% said their organization does not collect data to review and optimize customer journey patterns, despite the anticipated impact of customer analytics and connected customer journeys. -
Failure to Identify
76% of the survey respondents said their company can't identify blockages in processes that impact CX.
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.