A lack of internal omnichannel practices is preventing UK companies from delivering quality CX, according to research.
The report, The Danger of Digital: Why digital self-service without true omnichannel strategies risks the entire customer experience, found many organisations skip operational planning of new communication channels in order to meet customer demands as quickly as possible.
Despite 93% recognising the importance of good CX across all company channels, 55% do not believe they deliver that experience.
The top reasons for this lack of deliverance were cited as inadequate employee training (42%) as well as insufficient budget (38%).
The US also outperformed the UK in their internal practices for delivering good CX across communication channels. Approximately 56% of US companies currently use customer interaction data to create insights; this decreases to 45% in the UK.
The case was the same for the amount of companies who have changed the way they hire customer services staff as channels increase, with 55% doing so in the US, compared to 44% in the UK.
Kris McKenzie, senior VP and general manager for EMEA at Calabrio said: “As organisations deploy a myriad of digital channels to service their customers, the challenge becomes how do they leverage the big data available to deliver insights that are improving the overall customer experience and enhancing brand loyalty.
“Our research shows that while US businesses are ahead of the UK in attempting to achieve this, there is still a huge opportunity for improvement in utilising these insights to inform key business decisions that drive successful customer journeys.”
The study – commissioned by Calabrio – surveyed 1000 marketing and customer experience leaders from the UK and US.
