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Customer experience innovation to grow in the next decade
C ustomer contact centre operations are set to undergo transformation to improve customer experience ( CX ) delivery , finds new research from Frost & Sullivan . Commissioned by Webhelp , the study of over 1,000 senior customer experience management professionals finds organisations are embracing technology and new ways of working to deliver improved customer service , with 98 % planning to transform operations within 24 months .
The study finds almost one in two senior CX professionals expect to see a rise in new customer channels supported by technology such as voice assistants and AR services in the next decade .
Much of this change has been accelerated in the last couple of years by the COVID-19 pandemic ; 90 % expect working from home to be a permanent part of CX delivery models in the future and 78 % expect advisors to have the ability to determine where they want to work .
In remote environments operational challenges have remained and the research reveals engaging and motivating employees is seen as the most pressing , closely followed by keeping up with the latest contact centre technology and deploying it at scale .
“ The study has provided fascinating insight on the future direction of customer experience delivery ,” said Alexander Michael , Director of Consulting at Frost & Sullivan . “ As the industry continues to undergo rapid transformation , it ’ s pleasing to see that brands plan to embed work from home as a permanent part of their model .”
A bespoke approach to quality customer journey delivery
Contact centre management expects onshore , nearshore and offshore contact centres to grow in the future – showcasing the need for a tailored approach across different businesses to maximise quality delivery .
Companies choosing to improve customer experience may need to adapt the approach , while ensuring the security of customer data , access to talent , the resilience of operation and cost base .
“ CX transformation must start with the needs of the customer and strategy of the business ,” added Olivier Duha , CEO and Co-founder of Webhelp .
“ Once agreed , it ’ s important to think holistically about how an operation is designed to meet those needs . This model should embrace the most suitable delivery format , considering how onshore , nearshore and offshore locations can be combined with working models such as onsite , at-home , or hybrid work . The world we live in today means we can host a customer support location for anywhere in the world and scale it rapidly .”
The research indicates that any customer experience management approach must address operational challenges of the future , around managing employee attrition , integrating disparate channels and systems , managing compliance and engaging and motivating employees ( all areas estimated by one in two to be more challenging in the future ).
The future
Respondents that have engaged in transformation projects are seeing benefits , with positive impacts identified on the security of data / customers ( 77 %), customer experience ( 78 %), access to talent ( 76 %), the resilience of operations ( 77 %) and cost base ( 77 %). �
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