News & Views

Precisely study on digital behaviours

Customer experience leaders, Precisely (www.precisely.com) and Corinium Global Intelligence have teamed up to release the results of a new survey to reveal that the explosion of online customer interactions during the pandemic are expected to continue growing at a rapid pace, post-pandemic.

In the report, ‘How Data is Driving Next-Generation Customer Experiences’, 100 global customer experience (CX) leaders say their organization’s eCommerce sales grew by 50.5% during the pandemic with nearly 30% of survey participants saying that their organizations responded by closing in-person locations, while another 42% expect to do the same in the coming 12 months.  As a result, companies were required to conduct more business online and invest in digital touchpoints that created a positive CX.  In fact, 65% of leaders surveyed say they have already created digital touchpoints to serve as an alternative to in-person touchpoints, and 34% expect to follow their lead over the next year.

With the creation of new digital touchpoints, consumers will generate volumes of data that can be used for strategic insight. In just the last two years, enterprise data volume has doubled because of booming online interactions.

Unfortunately, many organizations don’t have the data infrastructure in place to glean valuable insights from that data.  Only 37% of survey participants believe they have a well-developed enterprise data architecture that enables high-quality, data-driven, and personalised CX.  For 48% of firms, data becomes siloed across the various touchpoints, making it difficult to access the data.  Of the data that is accessible, 45% of survey participants believe it isn’t relevant or current, while 41% believe an insufficient investment in CX is the problem.

“Legacy systems are the most common theme holding organisations back from achieving their CX goals – and 54% of survey participants agree,” says Greg Van den Heuvel, EVP and general manager, EngageOne, Precisely.  “If your company is aiming to achieve a consistent and holistic approach to customer engagement, taking advantage of a single, unified platform is significantly more effective than using a disjointed toolset to try and accomplish that objective.”

According to the research, 96% of CX leaders say they have, or they plan to invest in, data integration, data integrity, or data enrichment technologies.  While many organizations are equipped with the right in-house resources to optimize data, over half are partnering with Hosted Managed Services (HMS) providers to achieve three core competencies that can reduce costs, better customer communications, and improve operational efficiency.

The full report can be found at https://www.precisely.com/resource-center/analystreports/how-data-is-driving-next-generation-customer-experiences