Customer experience improvement is at the core of corporate digital investments in 2019, IDC Research Spain reports in its latest analysis “Impact of Digital Technologies in The Customer Journey” jointly drawn up with Atento.
According to IDC data, 23 per cent of 1.68 billion dollars will be invested in digitalisation processes in the course of the year will focus on customer experience transformation.
Isabel Tovar, IDC Research Spain analyst, considers that “the confluence between technology and the customer journey is an increasingly vital area for brands. For instance, the development and configuration of omnichannel platforms combining conventional and digital channels allow enterprises to offer a more homogeneous and seamless customer experience generating higher value for consumers.” Isabel adds that “customer journey management and the impact of new technologies therein is crucial, as it paves the way for a clear competitive advantage for an organisation.”
Keys for Achieving Success in Customer Experience Transformation
Technology-driven customer experience optimisation is imperative. According to IDC Research Spain, the impact of digital platforms on the customer experience is one of the factors that could decide the success or failure of organisations. Particularly taking into account that a digital platform is not only a matter of technology but a new way of organising business that will enable the introduction of new operational and commercial models. Additionally, organisations focused on improving customer experience are reinventing their relationship with the consumer thanks to the implementation of omnichannel platforms and the creation of highly relevant connections that increase satisfaction and loyalty.
Other technology-related components enabling organisations to optimise the customer experience include secure infrastructures, real-time use of Big Data, innovation capacity, seamless and standardised experience across channels or data privacy protection.
“To be successful, enterprises should invest in platforms that integrate personalised omnichannel customer journeys endowed with the customer intelligence that will allow them to build their current and future service offerings,” Tovar adds.
Tackling Omnichannel, the New Challenge Facing Enterprises in the Digital Age
According to IDC Research Spain, by the end of 2019, about 50% of retailers will have adopted an omnichannel commerce platform. The key for organisations is to utilise these omnichannel platforms to add intelligence in each and every customer interaction in order to improve experience and obtain useful knowledge for the future. Omnichannel enables the development of deeper, more immersive and trusting relationships that will drive the frequency of interactions, increasing consumption, satisfaction and bottom line profitability.
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