INFOGRAPHIC
CX disconnect in an
‘experience economy’ is
putting businesses at risk
D
imension Data, the US$8 billion global technology integrator
and managed services provider for hybrid IT, has revealed
the findings of its annual CX Benchmarking Report. It urges
organisations to address a ‘customer experience disconnect’ that
could lose them business or even jeopardise their chances of survival
in competitive markets where consumer loyalty can no longer be
taken for granted.
Research from Dimension Data shows that 68% of respondents
said customer experience is not represented at board level, with
lower-level management or multiple managers often assuming
responsibility. Furthermore, only 20% said their organisation takes a
fully integrated, centralised approach to customer experience.
However, the research found that most business respondents
recognise customer experience as an important competitive
differentiator (90%) that’s also vital for driving loyalty (85%),
revenue growth (73%) and cost reduction (55%). Despite this, the
research revealed that nearly a quarter of respondents (24%) are
dissatisfied with the customer experience they deliver and only 10%
believe they’re delivering experiences that would lead customers to
recommend them to others.
This is resulting in an ‘artificial reality’ where companies are talking
about CX but not delivering on it, creating a gap between their CX
ambitions and actual CX capabilities.
Businesses are looking at several CX technologies, such as customer
analytics, Artificial Intelligence (AI) and digital integration, but
aren’t currently able to implement them properly.
“
TECHNOLOGY
CAN GIVE BUSINESSES
MANY POWERFUL TOOLS
TO IMPROVE AND SUPPORT
GREAT CUSTOMER
EXPERIENCE.
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INTELLIGENTCIO
Nemo Verbist, Group Executive for Customer Experience at
Dimension Data, said: “Customer experience must be higher on the
agenda for every business and the whole organisation should get
behind it. Brands acknowledge how crucial customer experience is,
yet so few are making it a board level responsibility, leaving it siloed
or delegating it to individual managers.
“There’s an artificial reality between organisations’ CX ambitions
and making real change that benefits the customer. This disconnect
must be resolved. Brands must make customer experience the priority
they say it is.”
The research also revealed that many brands are turning to
technology to improve customer experience, but often without a
clear strategy. Some 24% of businesses said the digital solutions
they’ve rolled out (such as chatbots and AI) don’t provide
the functionality their customers need, while around half of
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