Story image

Kiwi companies failing to seize the CX opportunity in digital transformation

03 May 2017

Some Kiwi companies are reaping big returns from data transformation on customer experience – but there’s a growing gap between those who are digitising and those who aren’t according to a new report from Dimension Data.

The new 2017 Global Customer Experience Benchmarking report highlights the benefits for end-users – and potential conversation points for resellers, with less than 5% of Kiwi organisations polled saying they had an optimised strategy for digital business in place.

A full 57% said they didn’t have any plan at all or, at best, were in the process of developing one.

Dimension Data says the global results indicate that the top factors driving digital transformation are to improve customer experience (CX), closely followed by customer demand for digital.

Of the Kiwi companies embracing improved CX, 74% said they saw revenue increases as a result of that change, with 92% reporting cost savings.

“The uncomfortable truth is that high performing companies that have committed to the opportunity created by the digital revolution, are outpacing established market leaders,” Dimesnion Data says.

“The benchmark research highlights that top quartile organisatoins are performing up to 10 times better than the typical standard.”

Dimension Data says the survey shows that ‘fantastic’ levels of data can inform positive business change, but Kiwi companies are frequently mishandling the opportunity by only focusing on parts of the story.

The research shows only 52% of New Zealand organisations are tracking customer journeys in some form, but only 28% of those have automated processes available.

“Connecting customer journeys is the top factor to transforming CX in the next five years, but before implementing a digital strategy, organisations need to understand the patterns of their customer’s journeys and design and personalise them accordingly,” Dimension Data says.

However, it notest his requires mass data to be harnessed and understood. Unsurprisingly, analytics was voted New Zealand’s third top factor in transforming customer experiences in the next five years, but only 47% of companies have customer analytics systems and only 13% have big data analytic solutions.

“The research clearly indicates that organisatons need to analyse or fall behind their competitors.”

The report also flags CX robotics – in the form of automation, artificial intelligence and internet of things – as an opportunity, with virtual assistants, or chat bots, voted the top channel growth focus for 2017, and IoT deployments set to double.

Adobe, Microsoft and LinkedIn join forces to accelerate account-based experiences
“With these new account-based capabilities, marketing and sales teams will have increased alignment around the people and accounts they are engaging.” 
Winners of 2019 Adobe Experience Maker and Marketo Revvie Awards announced
The Adobe Experience Maker Awards recognise Adobe Experience Cloud customers and partners.
How Adobe and ServiceNow aim to advance customer experience management
“Together, ServiceNow and Adobe will help enable seamless digital workflows that power the experiences customers want.”
Adobe opens up marketing opportunities with Roku
Adobe and streaming TV platform Roku are now offering Adobe customers the ability to precisely target consumer audiences moving to over-the-top content (OTT).
Adobe Summit kicks off the future of customer experience in Las Vegas
“Today, at Adobe Summit, we unveiled significant new capabilities in Adobe Experience Cloud, including the introduction of Adobe Commerce Cloud and Marketo Engage, and general availability of Adobe Experience Platform.”
Ruckus releases new switch for 100GbE edge-to-core networks
Enables multi-gigabit networks with pay-as-you-grow model suitable for education, government and enterprise environments.
‘Buy-now-pay-later’ taking consumer markets by storm
A new survey shows that young people are embracing this new method of purchasing, with over 1.5 million users in the last year in Australia alone.
Aerohive achieves ISO/IEC 27001 cloud platform certification
Aerohive is the first cloud-managed networking vendor recognized by a global standard for commitment to information security management systems.