We use cookies to give you the best possible experience on our website, If you continue to use our site without changing your cookie settings, you agree to our use of cookies. However, you can change your cookie settings at any time. For further information on how we use cookies, see our cookies statement. 

Cookie Settings

You can manage your cookie settings by turning cookies on and off.

Click on the different cookie  headings to find out more about the types of cookies we use on this site and to change your settings. Please be aware that if you choose to turn off  cookies, certain areas of our site may not work and your browsing experience may be impacted.

For further information on how we use cookies, please see our cookies statement. 

Strictly Necessary Cookies

(Req)

These cookies are essential for the technical operation of and proper functioning of our site  and enable you to register and login, to easily move around our site, and to access secure areas. Without these cookies our site won't function properly.  

These cookies are required

Performance Cookies

Performance cookies allow us to collect aggregated and anonymous data on how our site is used, such as the number of visitors to our site, how you navigate around and the time spent on our site and also to identify any errors in functionality. These cookies also help us to improve the way our site works by ensuring that you can find what you’re looking for easily, to better understand what you are interested in and to measure the effectiveness of the content of our site. 

Marketing Cookies

These cookies allow us to advertise our products to you and allow us to pass this information on to our trusted third parties so that they can advertise our products to you on our behalf. All information these cookies collect is aggregated and therefore anonymous. No personal information is shared to third parties. Any personal information collected while using our website could be used for direct marketing from Dimension Data only.

03 April 2016

Digital Customer Experience is missing the human touch

While digital technology is fast transforming the global contact centre industry, advancements in customer experiences are being slowed by people, and not the technology itself. In fact, the pace of digital uptake isn’t reaching its potential, resulting in widening gaps between service delivery and customer expectations.

According to new research published today by Dimension Data in the 19th edition of its annual Global Contact Centre Benchmarking Report, organisations are unclear about who owns, oversees, and manages the digital channels in their contact centres. That’s because there’s a lack of management focus which impacts the effectiveness of the design of their digital solutions, and by consequence, how customers engage with their businesses.

This year, 1,320 organisations across 14 industry verticals in 81 countries in Asia Pacific, Australia, the Americas, Middle East & Africa, and Europe contributed to the research.

“While telephone interactions in the contact centre are managed, tracked, and quality controlled, the same performance rigour isn’t always applied to digital channels,” explains Rob Allman, Dimension Data’s Group Principal Director, Customer Experience and Collaboration. “This can lead to an inconsistent and degraded customer experience across a brand or services company.”

Half (50%) of the benchmarking report respondents said they track quality on digital channels compared to 89% on phone. Some 82% reported that they have processes to identify sales opportunities on phone compared with 60% on digital. Measurement of cost and time per interaction is also missing on the majority of digitally assisted-service channels, which suggests an absence of consistency in management approach.

Allman says new contact channels are being designed in isolation, and often without any involvement from the contact centre. “Our research reveals that almost half (47%) are excluded from, or are partially involved in the design phase of new technology solutions in contact centres, while 55% have little, or no involvement in solution approvals. In fact, 2 in 5 (40%) organisations said that their digital channel systems don’t meet existing business needs, and 19% are confident that their future requirements will be met.”

Digital is driving business transformation and reshaping the way companies do business, which means that the role of the contact centre will become even more crucial to achieving an integrated customer experience strategy. It’s therefore important that IT and business function teams collaborate more closely and more strategically.

“New digital technologies must be designed with how they’ll be consumed in mind. Organisations also need to understand the user experience and customers’ expectations if they want successful adoption of the technology and achieve the desired business outcomes,” adds Joe Manuele, Group Executive of Dimension Data’s Customer Experience and Collaboration Business Unit.

“The complexity of providing customers with a connected experience frequently spans multiple channels including Internet, web chat, social media, and phone. This requires greater capability and understanding of the customer journey when engaging with an organisation’s contact centre. To be effective, the technology solutions need design, ownership, and especially a human touch.”

Click here to download the executive summary of the 2016 Global Contact Centre Benchmarking Report.

-ENDS-


About Dimension Data
Dimension Data uses the power of technology to help organisations achieve great things in the digital era. As a member of the NTT Group, we accelerate our clients’ ambitions through digital infrastructure, hybrid cloud, workspaces for tomorrow, and cybersecurity. With a turnover of USD 7.5 billion, offices in 52 countries, and 30,000 employees, we deliver wherever our clients are, at every stage of their technology journey. We’re proud to be the Official Technology Partner of Amaury Sport Organisation, which owns the Tour de France, and the title partner of the cycling team, Team Dimension Data for Qhubeka. Visit us at http://www.dimensiondata.com


Download press release

Follow us