CONSTRAINTS ON OMNICHANNEL
Respondents were asked how well their organization currently supported their customer experience programs. In the main, the results were not particularly positive, with the majority of organizations stating that their CX technology and the organization’s readiness for change was either poor or average.
On the positive side, half of the respondents stated that the organizational culture was already customer-centric, so it appears as though it is the execution of CX improvement rather than the acceptance of the concept itself which needs to be improved. Having said that, the poor rating for the organization’s readiness for change suggests that having a CX culture does not easily or necessarily translate into actual action to improve CX.
It is worth investigating organizations’ support of their CX programs in a little more depth within the next two charts, which look at the availability of budget and resources when segmented by revenue, and the impact of contact center size on CX technology.
Looking first at the availability of budget and resources for CX programs when considering the revenues of the organization, we might expect to see that smaller organizations with less revenue would have greater problems in allocating budget and resource to support their CX program.
While it is the case that 40% of respondents reporting revenues of under $1 million rate their CX budget as only poor or average, 20% are extremely happy with their allocation. In the revenue range directly above this ($1 million-$10 million), 29% of respondents report that their CX budgets are excellent.
While there is a slight positive correlation between the size of the organization’s revenues and the availability of budget and resource for CX purposes, there are still a significant proportion of respondents in the largest organizations who report that they are not receiving enough resources to carry out their CX programs effectively.
When considering the capability of customer experience technology by the size of the contact center, there are very significant proportions of respondents at every level who ranked their CX technology as being poor or average. As you might expect, those that do not have a contact center are least likely to be dissatisfied with the level of CX technology, but even those within the largest contact centers (1,000+ agent positions) cannot be said to be uniformly delighted with the technology that they have in place.
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