Organisations around the world are failing to implement effective digital strategies. As a result their customer experience (CX) solutions are becoming disjointed, and digital is not displacing traditional phone interactions at the speed that their customers are demanding.
That's according to new research published today by Dimension Data in the 20th anniversary edition of its (1) Global Customer Experience Benchmarking Report. This year, 1,351 organisations across 80 countries in Asia Pacific, Australia, the Americas, Middle East & Africa, and Europe contributed to the research, with 426 of those being Europe-based.
Less than 28% of the European organisations polled said that they had an optimised strategy for digital business in place, while over half (51%) reported they don't have a plan at all, or are at best, in the process of developing one.
The top factor driving digital transformation for European organisations is improving CX, followed by customer demands for digital. Over 82% of European organisations report an uplift in revenue as a result of improved CX, while 77% report cost savings. Yet, just 41 % of the European organisations polled have appointed a board level executive who is responsible for customer experiences, and organisational disconnects mean digital solution functionality is not meeting customer requirements.
Instead, high performing companies that have committed to the opportunity created by the digital revolution are outpacing established market leaders. The research shows top quartile organisations are performing up to ten times better than their counterparts.
Joe Manuele, Dimension Data's Group Executive--CX and Collaboration said: "The world has formed a digital skin and business, service, technology and commercial models have changed forever. However, organisations are strategically challenged to keep pace with customer behaviour."
Manuele adds that the absence of a connected digital strategy means that even when digital solutions are available, the customer is frequently not even aware of their existence. "The digital dilemma is deepening, and organisations need to choose a path between digital crisis or redemption."
Meanwhile, emerging CX robotics is also creating a new reality. Virtual assistant (chat bots) was voted a top channel growth focus for 2017, and...