Customer experience Champions gain better returns from their CX tech investments than competitors by managing CX across the enterprise through cross-functional teams, clearly defined workflows, and extensive use of analytics and AI.
Champions are also ahead of the game when it comes to adoption of CX tools. In fact, some tools will be nearly ubiquitous for CX Champions within the next two years:* 84% will have adopted realtime data collection;* 72% will have adopted connected omnichannel experiences. Perhaps most eye-opening is that organisations with the poorest-quality CX are more likely to be using cutting-edge VR technology than are businesses with top-rated CX.Strong CX performance isn’t predicated on having a single executive in charge of the activity. Instead, research shows that tying CX strategy to a company’s digital strategy makes the biggest performance difference.
More than 60% of Champions are currently focused on giving such teams more authority, versus only 43% of Laggards. In two years’ time, fully 93% of Champions will be relying on these teams, according to the survey findings.The lion’s share of CX Champions are IT/telecom companies and this sector is the most aggressive user of many CX technology tools.
But they are still behind other industries in developing interconnected omnichannel experiences – a must-have in the minds of most consumers.
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