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However , around four-fifths ( 79 %) of respondents were unable to rate their CX innovation as excellent , despite 43 % seeing improved customer experience as the top benefit of Digital Transformation . Those found to have good digital health ( 43 %) are more likely than those with average digital health ( 19 %) or poor digital health ( 11 %) to rate their CX as excellent , demonstrating the positive impact of digitisation .

Despite a comprehensive market of customer-focused technology , the biggest issues cited were technology , rather than people-related . Almost a quarter of respondents ( 23 %) reported that not being able to see the entire customer journey across all touchpoints and departments is negatively impacting CX .

Almost a fifth ( 17 %) say they do not have the right software in place to be able to deliver good CX . Twelve percent say that not being able to collaborate easily across the business affects CX . Poor leadership ( 15 %) and not having a strong customer support team ( 15 %) are two other factors cited as obstacles to deliver good CX .

In today ’ s competitive landscape , CX is critical to success . This is demonstrated by 97 % of UK business respondents citing that they plan to invest more in CX in the next year . Almost three in five ( 58 %) are planning to invest more in AI as part of CX investments in the next year . However , for those with good digital health , this rises dramatically to 81 %. Half ( 50 %) are also planning to invest in CX through customer support software , and almost two-fifths ( 39 %) are planning to invest in a Customer Relationship Management ( CRM ) system . This demonstrates the impact of digitisation on a business ’ s ability to deliver good CX .

Sachin Agrawal , Managing Director at Zoho UK , said : “ It is clear from the findings that more needs to be done to not only drive further use of technology to help , but to educate on the right strategy to make a positive impact . We remain committed to helping our customers serve their customers better through Digital Transformation .”

According to the study , four-fifths ( 80 %) of UK businesses surveyed noted they had shifted to focus more on Employee Experience ( EX ) over the past couple of years . Respondents say this is driven by the need to increase staff retention and counter the ‘ Great Resignation ’ ( 45 %) and to remain competitive ( 33 %).

The study shows that 32 % of UK businesses acknowledge improving EX as one of the top three benefits derived from Digital Transformation .

Technology empowerment is acknowledged by the majority of respondents , with 88 % citing the importance of digital tools and technology in enhancing EX . However , when evaluating the introduction of new cloud software applications , only 21 % of UK businesses surveyed cite the importance of EX as one of their top three considerations . �