The world of customer experience (CX) is constantly changing, so it is imperative to lead with an effective CX strategy to remain relevant. The 2021 Global Customer Experience Benchmark Report (CXBR) finds that the rate of organisations with ‘well advanced’ or ‘complete’ CX strategies more than doubled to 71%, up from 28% in 2020, however consumers have a different perception with only 38% saying that the quality of automated CX systems had improved over the course of the pandemic.
The Covid-19 pandemic has brought about new digital disruptors as well as a revolution in CX operating models. The responsibility from a C-suite level has doubled in the last year and there has been a significant change in organisational and customer behaviours, and a noticeable improvement in automation. Findings from this report show that disruptors and industry leaders have made concerted efforts towards augmenting their CX capabilities by paying more attention to the human element and implementing technologies that allow for greater agility and growth. As a result, hyper-automation, customer choice and a hybrid workforce are now vital elements for a growing operating model.