{"id":429751,"date":"2022-04-24T22:57:55","date_gmt":"2022-04-25T05:57:55","guid":{"rendered":"https:\/\/www.genesys.com\/blog\/post\/3-challenges-in-creating-a-digital-first-customer-experience"},"modified":"2022-04-26T23:14:52","modified_gmt":"2022-04-27T06:14:52","slug":"3-challenges-in-creating-a-digital-first-customer-experience","status":"publish","type":"blog","link":"https:\/\/www.genesys.com\/en-sg\/blog\/post\/3-challenges-in-creating-a-digital-first-customer-experience","title":{"rendered":"3 Challenges in Creating a Digital-First Customer Experience"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text]<\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Last week at <a href=\"https:\/\/www.enterpriseconnect.com\/\" target=\"_blank\" rel=\"noopener\">Enterprise Connect 2022<\/a>, I participated in \u201cMeeting the new CX digital-first mandate: Are you leading or falling behind?\u201d a panel discussion on what\u2019s standing in the way of truly fluid and personalised experiences \u2014 and how companies can elevate their brands.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cCompanies that use technology to advance and elevate the customer experience \u2014 versus just using it for efficiency and effectiveness \u2014 are the ones that will win,\u201d said Mila D\u2019Antonio, Principal Analyst at <a href=\"https:\/\/omdia.tech.informa.com\/\" target=\"_blank\" rel=\"noopener\">Omdia<\/a> and panel moderator.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">D\u2019Antonio shared findings from the soon-to-be-released Omdia study, <\/span><span style=\"font-weight: 400;\">\u201cThe 2022 Digital-First Customer Experience,\u201d<\/span><span style=\"font-weight: 400;\"> a survey of more than 200 CX professionals, which highlighted three problems plaguing companies moving to a <a href=\"https:\/\/www.genesys.com\/en-sg\/article\/7-ways-to-deliver-leading-digital-customer-service?ost_tool=blog&amp;ost_campaign=apac_blog_ft-2022\" target=\"_blank\" rel=\"noopener\">digital-first approach to customer experience<\/a> (CX):<\/span><\/p>\n<ol>\n<li><span style=\"font-weight: 400;\"> \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">Lack of insights<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">Too much complexity<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">Slow digital adoption\u00a0<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Three key stats from the research framed the discussion:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> \u00a0 \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">61% of CX professional polled can\u2019t engage with customers across channels in personalised ways<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> \u00a0 \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">55% lack tools to enable proactive, intelligent customer engagement<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> \u00a0 \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">36% can\u2019t access customer insights and journey data<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These findings relate to two distinct, yet connected, issues: personalisation and consistency across channels. Companies need to bring these two imperatives together to deliver exceptional customer experiences.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In a 2021 Genesys<\/span> <span style=\"font-weight: 400;\">survey of 690 CX leaders<\/span><span style=\"font-weight: 400;\">, 45% of respondents said their organisations deliver an extremely personalised experience \u2014 so, personalisation <\/span><i><span style=\"font-weight: 400;\">is<\/span><\/i><span style=\"font-weight: 400;\"> happening. But is it happening across channels? Companies need to bring the data from all their touchpoints together to personalise across them. Making this a reality is still a challenge for many organisations \u2014 and the issues D\u2019Antonio cited get at the heart of why.<\/span><\/p>\n<h5><b>Challenge 1: Lack of Insights<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">D\u2019Antonio also emphasised the value of data access across touchpoints \u2014 noting that many of the CX professionals who participated in the Omdia survey pointed to challenges with data visibility and blind spots.<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">\u00a0 \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">55% of respondents say silos prevent a holistic view of their data<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> \u00a0 \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">42% can\u2019t integrate data sources from disparate systems<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> \u00a0 \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">40% cannot identify the same customer across channels<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> \u00a0 \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">38% lack unified customer profiles<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">I can\u2019t underscore enough the importance of connecting data in customer and employee experiences. When you <\/span><span style=\"font-weight: 400;\">connect the data that\u2019s generated across channels, you begin to see the customer beyond a single interaction. Then <\/span><span style=\"font-weight: 400;\">you can minimise customer and employee efforts. Better yet, use technology that enables your frontline staff to view connected insights in real time \u2014 and they can better personalise CX and drive to meaningful outcomes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Companies need to fix one blind spot with data \u2014 a siloed channel strategy. Is it marketing, service or both? These teams are collecting data on their specific legs of the digital journey, but companies need the tools to see across these journeys. They also need to link their channel strategy to bring the journeys and journey data together. APIs and composable CX platforms enable companies to build the infrastructure to link these journeys and scale quickly<\/span><b>.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Conversely, companies can use data to isolate specific moments that stall journeys to uncover issues like the potential for customer churn, as well as opportunities to improve journeys by fixing any issues they\u2019ve uncovered.<\/span><\/p>\n<h5><b>Challenge 2: Too Much Complexity<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">Complexity is another issue that hampers companies\u2019 ability to create seamless interactions, noted D\u2019Antonio. According to Omdia, 49% of respondents say their company has multiple interfaces and systems per agents.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If agents log in and out of different systems to resolve one issue, it creates inefficiencies. Companies should use technologies that gives agents better access to the information they need \u2014 and through a unified point of interaction. Additionally,<\/span><a href=\"https:\/\/www.genesys.com\/en-sg\/resources\/ai-comes-of-age-report?ost_tool=blog&amp;ost_campaign=apac_blog_ft-2022\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">organisations need to adopt artificial intelligence (AI<\/span><\/a><span style=\"font-weight: 400;\">), not only to support their agents with tools like real-time coaching and next-best-action recommendations, but also to support employees like bot authors who are integral to the self-service aspect of CX.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">Nearly 60% of companies considered leaders in using AI to enhance CX are using it for digitalisation, self-service and automation. And 42% use it to personalise CX.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I predict \u201cAI everywhere\u201d and, along with that, \u201cKnowledge everywhere.\u201d We can reduce the complexity in CX by helping customers self-serve. Equally important, we can reduce complexity by giving agents access to the information they need \u2014 at the moment they need it \u2014 to improve the efficiency and personalisation of customer interactions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Providing frontline staff and customers with this AI-led access to data is crucial to improving CX. One large financial service firm is proof of this: <\/span><span style=\"font-weight: 400;\">Since the launch of its AI-based search tool, the platform has received more than 1.5 million queries, with over 90% of questions handled through self-service.<\/span><span style=\"font-weight: 400;\"> Its staff had the information needed to create a robust self-service experience. And that experience provides enough information to customers for self-service without having to escalate to a live agent. Results like this improve customer and employee experiences, as well as the bottom line.<\/span><\/p>\n<h5><b>Challenge 3: Slow Digital Adoption<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">A theme in the panel discussion was the extent to which customer expectations have surpassed companies\u2019 readiness levels to deliver high-quality digital experiences. Omdia research found that:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> \u00a0 \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">53% of respondents said their employees lack the necessary digital training<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> \u00a0 \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">47% say their business is adopting digital too slowly<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> \u00a0 \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">45% lack technical knowledge among employees across the organisation<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> \u00a0 \u00a0 \u00a0 <\/span><span style=\"font-weight: 400;\">38% face an unwillingness to invest in modern platforms and technology<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Two areas to consider here are the current fight for talent and the need to rethink employee engagement and retention. One way to address both is to ensure employees have the same experiences with technology at work as they have on their own devices.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In an environment where<\/span><a href=\"https:\/\/www.genesys.com\/en-sg\/resources\/state-of-cx-report?ost_tool=blog&amp;ost_campaign=apac_blog_ft-2022\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">70% of consumers<\/span><\/a><span style=\"font-weight: 400;\"> say a company is only as good as its service, it\u2019s time for business to organise around the customer, engage employees and provide both with the contextually relevant information they need in real time. This will only happen when a company grounds its culture in empathy toward customers and employees.<\/span><\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column]<a class=\"component card w-100 bgc-orange vertical text-start nomedia  vc_custom_1651040052569  \" href=\"https:\/\/www.genesys.com\/en-sg\/article\/7-ways-to-deliver-leading-digital-customer-service?ost_tool=blog&ost_campaign=apac_blog_ft-2022\" target=\"\" rel=\"\" ><div class=\"card-body\"><h4>Seven ways to deliver leading, digital customer experiences<\/h4>\n<p>Provide personalised, omnichannel experiences that are context-based and low effort.<\/p>\n<\/div><div class=\"card-footer text-end\"><div class=\"btn-container \"><div class=\"small mt-0 chevron arrow arrow-primary \" href=\"#\" target=\"\" rel=\"\">Read the article<\/div><\/div><\/div><\/a>[\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_column_text] \u00a0 Last week at Enterprise Connect 2022, I participated in \u201cMeeting the new CX digital-first mandate: Are you leading or falling behind?\u201d a panel discussion on what\u2019s standing in the way of truly fluid and personalised experiences \u2014 and how companies can elevate their brands. \u201cCompanies that use technology to advance and elevate the [&hellip;]<\/p>\n","protected":false},"author":757,"featured_media":429754,"template":"","tax_priority":[],"tax_blogtype":[17756],"tax_blogcategory":[15928,13117,13214],"tax_contenttheme":[],"tax_bundle":[],"tax_contenttheme2":[],"tax_capability_sitewide":[],"tax_products_programs":[],"tax_buying_job":[],"tax_buyer_persona":[],"tax_sector":[],"tax_segment":[],"class_list":["post-429751","blog","type-blog","status-publish","has-post-thumbnail","hentry","tax_blogtype-genesys-en-sg","tax_blogcategory-ai-and-machine-learning-en-sg","tax_blogcategory-cloud-en-sg","tax_blogcategory-digital-en-sg"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/blog\/429751","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/users\/757"}],"version-history":[{"count":3,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/blog\/429751\/revisions"}],"predecessor-version":[{"id":429755,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/blog\/429751\/revisions\/429755"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/media\/429754"}],"wp:attachment":[{"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/media?parent=429751"}],"wp:term":[{"taxonomy":"tax_priority","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_priority?post=429751"},{"taxonomy":"tax_blogtype","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_blogtype?post=429751"},{"taxonomy":"tax_blogcategory","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_blogcategory?post=429751"},{"taxonomy":"tax_contenttheme","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_contenttheme?post=429751"},{"taxonomy":"tax_bundle","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_bundle?post=429751"},{"taxonomy":"tax_contenttheme2","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_contenttheme2?post=429751"},{"taxonomy":"tax_capability_sitewide","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_capability_sitewide?post=429751"},{"taxonomy":"tax_products_programs","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_products_programs?post=429751"},{"taxonomy":"tax_buying_job","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_buying_job?post=429751"},{"taxonomy":"tax_buyer_persona","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_buyer_persona?post=429751"},{"taxonomy":"tax_sector","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_sector?post=429751"},{"taxonomy":"tax_segment","embeddable":true,"href":"https:\/\/www.genesys.com\/en-sg\/wp-json\/wp\/v2\/tax_segment?post=429751"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}