{"id":32941,"date":"2019-01-23T11:57:49","date_gmt":"2019-01-23T11:57:49","guid":{"rendered":"http:\/\/www.intelligentcio.com\/me\/?p=32941"},"modified":"2019-01-23T12:23:37","modified_gmt":"2019-01-23T12:23:37","slug":"cx-disconnect-in-an-experience-economy-is-putting-businesses-at-risk","status":"publish","type":"post","link":"https:\/\/www.intelligentcio.com\/me\/2019\/01\/23\/cx-disconnect-in-an-experience-economy-is-putting-businesses-at-risk\/","title":{"rendered":"CX disconnect in an \u2018experience economy\u2019 is putting businesses at risk"},"content":{"rendered":"

Dimension Data<\/a>, the US$8 billion global technology integrator and managed services provider for hybrid IT, has revealed the findings of its annual CX Benchmarking Report<\/a>.<\/p>\n

It urges organisations to address a \u2018customer experience disconnect\u2019 that could lose them business or even jeopardise their chances of survival in competitive markets where consumer loyalty can no longer be taken for granted.<\/p>\n

Research from Dimension Data shows that 68% of respondents said customer experience is not represented at board level, with lower-level management or multiple managers often assuming responsibility. Furthermore, only 20% said their organisation takes a fully integrated, centralised approach to customer experience.<\/p>\n

However, the research found that most business respondents recognise customer experience as an important competitive differentiator (90%) that\u2019s also vital for driving loyalty (85%), revenue growth (73%) and cost reduction (55%).<\/p>\n

Despite this, the research revealed that nearly a quarter of respondents (24%) are dissatisfied with the customer experience they deliver and only 10% believe they\u2019re delivering experiences that would lead customers to recommend them to others.<\/p>\n

This is resulting in an \u2018artificial reality\u2019 where companies are talking about CX but not delivering on it, creating a gap between their CX ambitions and actual CX capabilities.<\/p>\n

Businesses are looking at several CX technologies, such as customer analytics, Artificial Intelligence (AI) and digital integration, but aren\u2019t currently able to implement them properly.<\/p>\n

Nemo Verbist, Group Executive for Customer Experience at Dimension Data, said: \u201cCustomer experience must be higher on the agenda for every business and the whole organisation should get behind it. Brands acknowledge how crucial customer experience is, yet so few are making it a board level responsibility, leaving it siloed or delegating it to individual managers.<\/p>\n

\u201cThere\u2019s an artificial reality between organisations\u2019 CX ambitions and making real change that benefits the customer. This disconnect must be resolved. Brands must make customer experience the priority they say it is.\u201d<\/p>\n

The research also revealed that many brands are turning to technology to improve customer experience, but often without a clear strategy. Some 24% of businesses said the digital solutions they\u2019ve rolled out (such as chatbots and AI) don\u2019t provide the functionality their customers need, while around half of respondents (61%) said customer awareness of such technologies is the biggest barrier to adoption.<\/p>\n

Verbist added: \u201cRolling out a technology only to claim it doesn\u2019t provide the functionality required, or that customers are unaware of it, isn\u2019t a failure of the technology, but a failure of the planning. Technology can give businesses many powerful tools to improve and support great customer experience, but it\u2019s not simply a case of flicking a switch and it will work. Brands need to back their investments in technology with investments in their people, processes, and planning.\u201d<\/p>\n

Nancy Jamison, Principal Analyst for Customer Care at Frost & Sullivan, advised that brands should look to address these areas of disconnect within their business and measure, benchmark and report effectively to ensure such disconnects don\u2019t creep back in.<\/p>\n

\u201cCustomer experience benchmarking is more important than ever. Brands need to invest in customer experience but they also need to know that those investments are paying off. And if they\u2019re not, they need to know what to change. Right now, it looks like brands aren\u2019t putting the right kind of focus on customer experience and, as a result, they\u2019re not seeing the outcomes they want. That\u2019s bad for them, and their customers,\u201d she said.<\/p>\n

To read this year\u2019s Customer Experience Benchmarking Report Executive Guide \u2018Bridging the Artificial Reality\u2019, please visit this website<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Dimension Data, the US$8 billion global technology integrator and managed services provider for hybrid IT, has revealed the findings of its annual CX Benchmarking Report. It urges organisations to address a \u2018customer experience disconnect\u2019 that could lose them business or even jeopardise their chances of survival in competitive markets where consumer loyalty can no longer […]<\/p>\n","protected":false},"author":18,"featured_media":32942,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5307,36,809],"tags":[1063,7695,357,2691,7693,7694,562],"class_list":["post-32941","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analysis","category-intelligent-technology","category-more-news","tag-africa","tag-cx-benchmarking-report","tag-dimension-data","tag-hybrid-it","tag-integrator","tag-managed-services-provider","tag-middle-east"],"acf":[],"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/www.intelligentcio.com\/me\/wp-json\/wp\/v2\/posts\/32941","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.intelligentcio.com\/me\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.intelligentcio.com\/me\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.intelligentcio.com\/me\/wp-json\/wp\/v2\/users\/18"}],"replies":[{"embeddable":true,"href":"https:\/\/www.intelligentcio.com\/me\/wp-json\/wp\/v2\/comments?post=32941"}],"version-history":[{"count":1,"href":"https:\/\/www.intelligentcio.com\/me\/wp-json\/wp\/v2\/posts\/32941\/revisions"}],"predecessor-version":[{"id":32943,"href":"https:\/\/www.intelligentcio.com\/me\/wp-json\/wp\/v2\/posts\/32941\/revisions\/32943"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.intelligentcio.com\/me\/wp-json\/wp\/v2\/media\/32942"}],"wp:attachment":[{"href":"https:\/\/www.intelligentcio.com\/me\/wp-json\/wp\/v2\/media?parent=32941"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.intelligentcio.com\/me\/wp-json\/wp\/v2\/categories?post=32941"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.intelligentcio.com\/me\/wp-json\/wp\/v2\/tags?post=32941"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}