By Helen Murray, Chief Customer Solutions Officer, Webhelp UK
Today, the customer holds all the cards. This limitless power has been generated by a seismic shift in how we communicate. Mobile technology means customers are continually in either buying mode or conversation mode; ready to appraise and detract as they feel the need. This gives brands a simple choice - adapt or die.
Pursuing customers as advocates requires businesses to deliver the optimum customer experience. To achieve this, organisations are striving to create genuine one-to-one, omnichannel customer contact; where all communication touch points are integrated and the company has a 360 degree view of each individual customer, regardless of the contact channel they choose.
However, research commissioned by leading customer experience provider, Webhelp UK, which interviewed 200 businesses around the world, paints a very different picture. Alarmingly, 89 per cent of businesses are yet to consolidate their customer experience offering across traditional voice and non-voice channels, despite non-voice contact almost doubling in the last two years (from 36 per cent to 68 per cent).
What’s even more perplexing is that 70 per cent of businesses have invested in the use of analytics to better understand customer journeys which would have almost certainly pointed them towards the increasing importance of an omnichannel model.
It seems that organisations are taking a positive first step by investing in intelligence but are then failing to act on the results and turning a blind eye to crucial analytics, a decision which could cost them dearly in the long run.
It is also surprising that 71 per cent of businesses across North America, Western Europe and Australia are not turning to Outsourcing as a way of breaching the gap between capturing voice of the customer data and then turning this into actionable insight and customer journey improvements. Outsourcing should be seen as a strategic tool to improve customer experience, based on a recognition that resources available in-house are not always going to be enough to deliver change.
As the years roll on and technology advances into the unfathomable, businesses need to keep up with new developments and meet changing demands. Putting the customer experience on the back burner or forgetting about your core audience all together could be the worst decision you ever made.