Page 9 - AeM_March_2020

RESEARCH
ANALYSIS
• Siloed channels and internal
business organizations: half TRENDS
(51%) of organizations agree
there is only partial collaboration
between functions when it comes
to designing CX, and 13% don’t
collaborate at all; less than two https://www.youtube.com/watch?v=sqI-hEEgb1M
thirds (60%) still have no cross-
channel contact management
strategy and 30% claim to have
good or complete consistency
across contact channels.

• Inconsistent priorities:
personalization capabilities have aligned to desired business outcomes, and just 20% have a
surged from 62% to 78% in one dedicated team managing the company’s entire data lake.
year, but just 17% of In fact, 15% have no data management strategy at all, which
organizations place “customer explains why data is becoming increasingly difficult to manage.
delight” as the top driving force Half (50%) of all teams are evaluating and learning how to use
behind their customer journey available data and 22% do not have the required data
design strategy. This explains management skills or resources to do so.
why over one third (44%) of
assisted services enquires fail to An increasing number of organizations are moving towards the
be resolved during first contact, use of smart data to inform CX decisions but are often
while automated channels fare overwhelmed by this transformation. Half of businesses
worse with a 57% fail rate. confirmed data analytics and data management will be one of
the top three tech initiatives prioritized by the CX team.
Creating a smarter CX with Analytics (59%) is expected to be the top factor in reshaping
data analytics the CX industry within the next five years. This is closely
followed by artificial intelligence (57%), service personalization
While more than three quarters (38%) and technology integration (37%).
(77%) of organizations indicate that
they are satisfied with their customer Overcoming business organizational structure
satisfaction capability, only 17% of challenges
their customers rate customer
experience at ‘advocacy’ Many organizations believe AI and automation is the future for
level. Worryingly, just 11% of AI and creating operational efficiency, hyper personalization and
robotics users say customers rate providing an effortless customer experience. The majority
their experience at advocacy level, (71%) of businesses believe customer operations will be
exposing the gap between emerging positively affected by AI and CX robotics. Rules-based robotic
technologies and satisfaction levels. solutions “are the preferred option both now and in the short
This demonstrates that businesses term with AI being the top five-year priority.”
need to create a smart strategy
which bases AI on optimum data. However, the implementation of AI remains difficult. Looking
forward, businesses must find a solution for the current lack of
Organizations must learn to fill the skills across the business, which is currently considered a
gap between data management / challenge for more than half (59%) of organizations today.
integration and prioritize an efficient
data management platform. As it “Businesses must look at how technologies such as AI and RPA can
stands, only half (50%) of data work as part of their organizational team structures,” said Anand. “But
capture needs are defined and to do this successfully,

9 March 2020: Content Marketing: authenticity, transparency & quality instead of keyword battle