Digital Customer Experience is Missing the Human Touch

Apr 07, 2016


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According to new research published by Dimension Data in the 19th edition of its annual Global Contact Centre Benchmarking Report, organizations are unclear about who owns, oversees, and manages the digital channels in their contact centres. That's because there's a lack of management focus which impacts the effectiveness of the design of their digital solutions, and by consequence, how customers engage with their businesses. 

This year, 1,320 organizations across 14 industry verticals in 81 countries in Asia Pacific, Australia, the Americas, Middle East & Africa, and Europe contributed to the research. Half (50%) of the benchmarking report respondents said they track quality on digital channels compared to 89% on phone. Some 82% reported that they have processes to identify sales opportunities on phone compared with 60% on digital. Measurement of cost and time per interaction is also missing on the majority of digitally assisted-service channels, which suggests an absence of consistency in management approach.

Digital is driving business transformation and reshaping the way companies do business, which means that the role of the contact centre will become even more crucial to achieving an integrated customer experience strategy. It's therefore important that IT and business function teams collaborate more closely and more strategically.

(dimensiondata.com)