Recent research indicated the growth in customer experience appointments in the UK, with the number of chief customer officers alone having grown over 40% in the last year.
This represents smart recruitment in light of the growing influence of the customer experience in purchasing decisions – Gartner, for instance, has forecast that CX will be more influential than both product and price in the coming years.
However, these appointments are failing to reach their potential due to underlying IT problems at their companies, a new study reports.
In a global survey of 1,239 IT and business professionals, it was revealed that growing IT complexity (resulting from the use of cloud, microservices, etc.) is causing digital performance problems and as a result, customer experience professionals are losing 496 hours each year, which equates to 9.5 hours a week or nearly 2 hours every single day, battling these issues.
The study, carried out by Research Now on behalf of Dynatrace, furthermore indicates that 30% of customer experience and support teams report that without these digital performance problems they would spend more time engaging with customers and building advocacy programmes.
In the “Global Digital Performance and Transformation Audit” it is revealed that:
- Ecommerce professionals lose 652 hours per year or over 2.5 hours every business day.
- Marketing professionals lose 470 hours per year or nearly 2 hours every business day.
- Customer service professionals lose 496 hours per year or 2 hours every business day.
Overall, approximately half (48%) of respondents said digital performance challenges hampered the success of their digital transformation strategies, with 75% reporting they have little confidence in their organisations ability to resolve these digital performance challenges.
On average, organisations encounter user, revenue or customer-impacting digital performance problems every five days.
“A business’ reliance on technology to remain competitive and succeed in a modern world has accelerated more in the last 3 years than during the last 30,” says John Van Siclen, CEO at Dynatrace. “While today’s technology is extremely powerful, the result is a hyperscale, hypercomplex corporate IT environment, which can create a very real barrier to succeeding at digital performance. If you don't master this complexity challenge, at the end of the day your customers, employees and bottom line will suffer
About Neil Davey
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 15 years, including Internet Works, CXO magazine and Business Management. He joined Sift Media in 2007.