Brief: Editorial for ‘The Customer’Word limit: 1200

[Headline] The ‘uncomfortable truth’ about CX The world has formed a digital skin and CX is now at the heart of digital transformation, says Joe Manuele, Group Executive, Customer Experience and Collaboration at Dimension Data.

Organisations and customers alike are embracing digital capability. Yet the transformation and challenges to provide great customer experience (CX) are becoming more complicated. CX is not just about the contact centre anymore - it requires connections with customers that not only include multiple channels, but the interconnection of those interactions.

Dimension Data Global CX Benchmarking Report recently celebrated its 20 th edition and consists of research results spanning all aspects of CX in an organisation. The results clearly indicate that there is a growing gap emerging between those committing to digitising their CX to the standards expected by modern and evolving customer types, versus those procrastinating on when and how to make their move.

[subheadline] What’s holding organisations back from creating a great CX journey?

1. Omnichannel capabilities aren’t integrated

Organisations can’t claim digital transformation without having a connected CX. Global results reveal that 41% of organisations currently have none, or very few, channels connected, and in Middle East and Africa (MEA), just 35% have all channels connected.

It’s not that organisations don’t understand the CX benefits created by an omnichannel approach. They do, and they believe in the value CX presents to the organisational objectives.

It’s just that so many still struggle to deliver on areas receiving so much attention. The biggest obstacle (59% globally and 61% in MEA) is caused by organisations that are managing their contact channels via individual silos.

Management of channels by silos stops visibility, management control, focus, education and enrolment in a broader CX strategy. Organisational change is required to facilitate the omnichannel vision.

2. Legacy technology hinders digital transformation and hybrid IT is the answer  For 55% (globally) and 60% (MEA) of organisations, the primary hindrance to becoming digitally mature lies within the legacy systems that still exist in the business. Hybrid cloud solutions are heavily acknowledged as helping connect legacy solutions to new technology, as well as facilitating the organisational journey towards omnichannel capability.

Hybrid IT models are now forming the base of most architectures as hybrid cloud/hosted solutions gain in popularity. In fact, hybrid cloud is set to treble from 10% to 33% by the end of the year globally, and from 5% to 32% in MEA.

3. Lack of Analytics to deliver personalised experiences

Analytics was voted the top factor that will transform CX in the next five years – yet, only 48% (globally) and 51% (MEA) of organisations have customer analytic systems. Only 36% (globally) and 39% (MEA) possess Big Data analytic solutions. It’s clear that organisations need to analyse, or fall behind their competitors.

Without a strong practice focused on collection and analytics of data, it’s impossible for an organisation to deliver personalised experiences to customers. A wealth of information can be gathered from alternate sources to provide a more objective view of the customer’s digital interactions, such as web site traffic and social media interactions.

4. Old-fashioned approach to new working styles

Organisations are increasingly feeling the pressures from employees, especially ‘millennials’ (e.g. those born after 1990) in the workplace. There remains a lag as operations attempt to catch up and adapt their old ‘tried and tested’ methodologies, metrics, reward mechanisms and management styles.

To accommodate millennials, only 42% (globally) and 49% (MEA) are adapting their management techniques.

The role of millennials in supporting organisations’ profitable growth and transformation is mission critical. This generation has grown up in a far more real-time and review-based society. They require the ability to provide feedback, share ideas and expect more review and personal feedback than previous generations. For millennials, personal time and strong work-life balance is crucial and often ahead of more remuneration. Consider alternative scheduling and homeworking options to alleviate this.

5. Social media is managed separately from other channels

Many organisations are starting to establish an online presence. However, these practices and customer engagements tend to be structurally removed and distant from the operations of the organisation. Results indicate that 61% of organisations both globally and in MEA will respond to some comments on social media. Furthermore, 44% (globally) and 43% (MEA) will subsequently redirect customer enquiries to other (and less public) contact channels.

Integrating social media channels more seamlessly into the customer lifecycle, including core enterprise applications like CRM and ERP, will drive a richer experience and ultimately a more customer-centric service delivery.

Social media should form another element of the many well-defined and managed channels to market. Managing social media separately from other channels will inevitably lead to a less than expected CX.

[subheadline] CX is not a debate, but a necessity to compete

The uncomfortable truth is that high-performing companies that have committed to the opportunity created by the digital revolution, are outpacing established market leaders. The benchmark research highlights that top quartile organisations are performing up to ten times better than the typical standard.

The world has become digitally-orientated and business, service, technology and commercial models have changed forever. Organisations are strategically challenged to keep pace with customer behaviour.

Digital transformation both accelerates opportunities and causes disruption. Pioneers of the digital age have reimagined business models and processes that have changed customer behaviour forever. If organisations want to ensure future success they will need to make the right choices in their CX and digital strategies.

IN A BLOCKAbout Dimension Data’s Global CX Benchmarking Report:The 2017 Global CX Benchmarking Report is designed to provide a single point of reference on key aspects affecting CX within today’s organisations.

The Report is based on research conducted via a comprehensive survey. This year 1,351 organisations across 14 industry verticals in 80 countries in Asia Pacific, Australia, the Americas, MEA, and Europe contributed to the research.

Our online benchmarking portal complements the Report and allows organisations to compare their performance and results to a more specific benchmark, as well as to their industry peers. Via the online portal, organisations can filter data at eight levels (including region and sector), export content, as well as build bespoke presentations to determine how to accelerate CX in their organisations.

Learn more at www.dimensiondatacx.com

Possible pull out quotes

‘The 20th anniversary Global Report is acknowledged by associations, customers and analysts as the leading go-to reference document for CX.’

‘The uncomfortable truth – high-performing disruptors are outpacing established market leaders by committing to the opportunity created by the digital revolution.’

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