- 4 November 2015 10:14
Australasian businesses searching for greater efficiency in customer experience channels
SYDNEY — November 11, 2015 — A new study from Genesys (www.genesys.com/anz), the market leader in omnichannel customer experience (CX) and contact centre solutions, has revealed that while Australasian senior business leaders regard channel integration as a top priority in their CX strategy, they must first achieve efficiency through the optimisation of existing customer experience channels, technologies and data analytics.
The study, titled Omni-Channel Experience Strategy Insights 2015 by Fifth Quadrant, found that while 74 per cent of respondents believe an integrated channel strategy is important to their business, 69 per cent identified the need for their organisation to prioritise optimisation of existing customer interaction touchpoints prior to exploring integration. Improving digital effectiveness (43 per cent) was recognised as an area of channel optimisation that requires increased focus, followed by adoption of self-service procedures (30 per cent) and replacement or deployment of new technologies (26 per cent). The improved use of analytics (67 per cent) is also highlighted as a key priority for Australasian senior business leaders as a driver for customer experience and lead generation.
“We are seeing that Australasian organisations have started their journey to channel integration,” said Andrew Verrall, Business Consulting Manager, Genesys, Australia and New Zealand. “But importantly, they are developing a greater understanding of their customers’ unique CX needs and are now seeking the benefits of improved customer experiences through specific channels such as voice or mobile.”
The study highlighted that as businesses move towards creating an integrated channel environment, they are also beginning to shift their disparate systems into one single platform. In 12 months’ time, one in five (20 per cent) respondents are planning for the implementation of a single platform to manage all of their channels. The study also revealed the mobile channel is expected to have the biggest growth over the same period of time, with 66 per cent of those surveyed stating its importance to an organisation’s channel strategy, therefore ensuring the mobile experience is optimised.
The study also revealed a division between smaller and larger organisations when it comes to customer experience and the performance levels it delivers across different touchpoints. Sixty-eight per cent of survey respondents from organisations with less than 1,000 employees have rated providing customer experience that are personalised, responsive and optimised as very important to their business, as opposed to only 41 per cent of participants from larger businesses.
“Interestingly, the strongest CX performers continue to be those that have progressed with integration,” said Verrall. “We are seeing smaller sized businesses being more advanced in their CX developments as they have maintained a focus on known technological growth areas, such as mobile and have a continuous goal of improving their knowledge around how these systems uniquely improve business efficiency.”
Along with resourcing issues (71 per cent), constantly changing technological advancements (63 per cent) and a lack of insight into data analytics (57 per cent) continue to act as barriers to full channel integration. According to the study, Australasian businesses have now mapped a process of achieving effective integration and are now committing to greater investment in CX by way of increasing technology budgets with an average of 36 per cent increase planned over the next 12 months. The majority of investment will be placed on customer relationship management (44 per cent), followed by data analytics (39 per cent) and call centre technologies (25 per cent).
Genesys partnered with Fifth Quadrant in order to gain a deeper understanding of the status of omni-channel strategies across Australasian organisations. The study was conducted with 235 senior level decision makers across Australia and New Zealand. The full report is available for download here.
Fifth Quadrant surveyed 235 senior level decision makers in Australia and New Zealand between June and July 2015. The vast majority of respondents (47 per cent) were strategic directors within an organisations, while the remaining were in operations (34 per cent) and C-Level executives (19 per cent). Sponsored by Genesys, the study included executives from a wide range of industries, such as government, services, communications, financial services and manufacturing.
Genesys is the market leader in omnichannel customer experience (CX) and contact center solutions in the cloud and on-premises. We help brands of all sizes make great CX great business. The Genesys Customer Experience Platform powers optimal customer journeys consistently across all touchpoints, channels and interactions to turn customers into brand advocates. Genesys is trusted by over 4,500 customers in 80 countries to orchestrate more than 100 million digital and voice interactions each day. Visit us at www.genesys.com or call us at +1.888.436.3797.
About Fifth Quadrant
Established in 1998, Fifth Quadrant is a Customer Experience Strategy, Design, Research and Innovation management consulting and analyst organisation. We provide management consulting, customer experience design and innovation, service industry research and customer research services to Australian and global blue chip organisations. Fifth Quadrant has one of the largest bodies of customer experience related research in Australia.
Krissie Vitasa Hill+Knowlton Strategies for Genesys firstname.lastname@example.org +61 2 9286 1206