itb-au logo
Story image

Massive discrepancy found between business vs. customer outlooks on CX

61% of A/NZ companies indicate they are happy with their customer satisfaction capability, yet only 12% of their customers rate customer experience (CX) at ‘advocacy’ level, according to the latest research from NTT Ltd.

The tech services provider released its annual Global Customer Experience Benchmarking Report today, highlighting a key theme: that organisations are slow to respond to customer expectations.

The report also shows that, while 51% of A/NZ firms connect data relationships between channels, this still leaves almost half of all companies operating ‘blind’ with no full view of the customer ecosystem.

“Increasingly we’re seeing customers demanding more, from better experiences to more streamlined interactions through all touchpoints of their journey,” says NTT Ltd general manager of CX business unit Australia Michael Slip.

“Providing exceptional CX is no longer a nice-to-have and businesses who listen to the needs and wants of their customers are often the ones who will stand out from the competition.” 

The research shows that a successful CX strategy improves customer and brand engagement, yet many organisations are still stuck in the developmental stage due to siloed technology systems, inexperience, and a lack of clear processes.

Challenges identified in the report

Faltering technology systems 

41% of A/NZ organisations say their technology systems are failing to meet current needs.

Especially in the A/NZ region, many teams also struggle with legacy systems (61%) and the integration of multiple technology systems (52%)

Siloed channels and internal business organisations

Almost two thirds (63%) of A/NZ organisations agree there is only partial collaboration between functions when it comes to designing CX, and 21% of companies in A/NZ don’t collaborate at all.

82% of A/NZ companies still have no cross-channel contact management strategy.

Creating a smarter CX with data analytics 

Just 7% of AI and robotics users in A/NZ say customers rate their experience at advocacy level, exposing the gap between emerging technologies and satisfaction levels. 

This demonstrates that businesses need to create a smart strategy which bases AI on optimum data. 

Organisations must learn to fill the gap between data management and integration and prioritise an efficient data management platform. 

But according to the NTT report, 21% of A/NZ firms have no data management strategy at all. 

Because of this, data is becoming increasingly difficult to manage. However, 64% of A/NZ teams are evaluating and learning how to use available data.

An increasing number of organisations are moving towards the use of smart data to inform CX decisions but are often overwhelmed by this transformation. 

Analytics is expected to be the top factor in reshaping the CX industry within the next five years, with a 61% market share predicted in A/NZ.

This is closely followed by artificial intelligence (40%) technology integration (59%), and service personalisation (49%). 

Story image
Modern applications helping organisations succeed during pandemic
"For years now, businesses have been on a mission to digitally transform themselves and their operations. This year's global pandemic served as a barometer for the true state of that digital transformation."More
Story image
Skillsoft launches new leadership focused online learning resource
Skillsoft has launched a new series of online learning resources designed to help people with leadership development, with a particular focus on digital leadership skills required to be successful in today’s fast-changing world. More
Link image
Network on TAP: Visibility made easy
Test Access Points (TAPS) connect to cabling infrastructure to conduct packet monitoring – and they’re the most effective way to copy traffic across a system. Put this tried-and-true visibility device to work for you today.More
Story image
Wrike rolls out user experience features and brand refresh focused on digital work
To empower organisations move forward in digital transformation strategies, the Reimagined Wrike launch offers two fundamental changes: user experience and updated brand identity.More
Story image
Poly announces new Trio device and new personal speaker
The Trio C60 smart conferencing device and the Calisto 5300 personal speaker are bot Teams-enabled out of the box.More
Link image
Keep $1.6 million in your pocket with stronger network visibility
You actually can run your network at full throttle without running risks. If you don’t believe it, this guide will empower your network IT choices.More