February 5, 2019
More than one-third of companies (36%) have a formal Digital Customer Experience (DCX) strategy and another 49% are planning one. By leveraging technology to transform how to engage with customers, organizations can expect to see increased sales, reduced costs, and improved customer ratings, among other benefits.
It’s important to note that customers can be both internal (employees, contractors) and external (those actually buying your products and services). In either case, effective, reliable, feature-rich communications are key to a successful transformation.
Nemertes Research recently completed a global study of nearly 700 organizations regarding the top DCX projects, technologies, and associated success metrics. Based on their experiences, the following projects resulted in measureable success:
- Add customer-facing digital channels (i.e., video, webchat, SMS, etc.). By adding digital channels, companies found substantial success across the board for all metrics they tracked. Adding new channels more than doubled customers won, increased customer ratings by 60%, and boosted digital sales by 49%.
- Mobile-enable customer service. Through mobile enablement, organizations were able to increase the use of self-service by 88%, helping to reduce costs per transaction by 32%.
- Analyze agent performance. Innovative contact-center platforms and services offer agent analytics to help identify problem areas, better cross-train agents, and inject competitiveness into agents’ days. Better agents translated into happier customers; those who started using agent analytics saw a 45% increase in their customer ratings.
- Launch real-time analytics of customer interactions. Analyzing customer interactions—particularly in real-time—can make a break a sale. When organizations focused on real-time analytics, they saw a 40% improvement in digital sales, along with a 90% improvement in the new customers.
- Adopt omnichannel in the contact center. The lack of omnichannel is one of the top reasons for low customer ratings. Adding omnichannel not only boost customer ratings by 52%, it also reduces customer churn by 10%.
Each of these projects requires a close look at communications architecture, both internal unified communications and collaboration, and contact center capabilities. What are some of the important considerations organizations consider when they upgrade or replace communications platforms or services? What business value do they realize when doing so?
Of course, when starting any project, it’s important to consider the architecture and pricing structure. One of the biggest decisions is whether to buy a cloud service, an on-premises platform, or both; adopting a hybrid approach. What factors go into making that decision? And along with that architecture discussion, one ancillary decision relates to pricing structure—should it align with a capital or operational financial model?
Table of Contents
- Executive Summary
- Digital Customer Experience Overview
- DCX Success Metrics
- Collaboration Foundation Core to Success
- Architecture Decision
- Factors To Consider for Replacement or Upgrade
- Conclusion and Recommendations