There are a very common set of challenges facing organizations today.
As I mentioned, expectations continue their steady climb in a number of areas, and that includes expectations around choice of channels and devices through which they expect to receive service, and the speed and ease of that experience.
But as organizations add those engagement channels, the collective architecture on the back-end can become very disconnected and it is difficult to share information or provide consistent experiences across channels. More often than not, it simply creates more complexity. And so even as new channels are made available service organizations are unable to deliver on the promise of that experience.
Recent global research shows us that customers attempt to use self-service before trying to contact a human agent, and customers use three or more channels to engage. And 90% of us expect consistency and continuity across that experience. Nearly 59% (58.5%) of the channels are managed in silos.
This becomes even more complicated for large enterprise organizations. Not only do different lines of business often use siloed applications, they often have to deal with legacy applications that have become part of the technology stack due to acquisitions.
All of this combines to create a very fragmented engagement experience, one that diminishes customer satisfaction and erodes the reputation of the brand.
Note:
- 8.4% all channels connected
- 21.9% most channels connected
- 45.8% a few channels connected
- 23.9% no channels connected
The future of CX solutions will be driven by integrating services from multiple sources and locations, based on an enterprise architecture and secure, agile application programme interface integration. (Dimension Data 2017)
Looking forward towards the readiness of systems for future state delivery needs, and again across all systems, almost three quarters (73.9%) on average say their technology systems will fall short of future business needs. (Dimension Data 2017)
Companies that prioritize and effectively manage customer experiences are 3x more likely than their peers to significantly exceed their top business goals*.
*Source: Adobe/Econsultancy
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