Rethink the CX tech stack to drive customer-led growthby
Ginger Conlon, Thought Leadership Director from Genesys, explains how a new report reveals CX leaders are prioritising technology investments to meet changing customer expectations – discussing everything from workforce engagement management to cloud deliveries at scale.
The race to meet changing customer expectations is often a key driver of customer experience (CX) technology investments. Consumer preference for personalised, streamlined journeys are currently influencing customer experience leaders’ technology priorities, suggest findings from the Genesys report “The State of Customer Experience.” Many CX leaders surveyed for the report are rethinking their tech stacks to deliver more relevant, connected service interactions to increase customer satisfaction, retention, and business performance.
One area of focus reflects the need to meet consumers’ desire for more personalised service interactions that are both fast and get resolved in the first interaction. Nearly two-thirds of consumers worldwide say their most preferred types of personalisation are “Receiving the services I need at any time and in my preferred channel of choice,” and “Being connected straightaway with the right person to help me.”
Most organisations have disconnected data and technology that limit their ability to respond to customer behaviours and preferences in real time or deliver the types of personalisation customers prefer.
Offering an omnichannel experience can help organisations deliver on these expectations — and see business improvements as a result. About 80% of consumers say they would buy more, more often, from companies that consistently personalise their experience. But most organisations have disconnected data and technology that limit their ability to respond to customer behaviours and preferences in real time or deliver the types of personalisation customers prefer.
Only 13% of CX leaders surveyed for the report say their company has the connected data and technology to provide the end-to-end journey across channels. About 75% are at various stages along the path to providing a fully omnichannel experience.
New expectations lead to new priorities
Most CX leaders have put data connectivity, innovation, and technology integration that leads to improved personalisation and connected experiences at the top of their tech agenda. Some 71% of CX leaders say implementing a customer experience platform that integrates systems such as unified communications, CRM systems and workforce engagement management is a top technology priority for 2023. Another top priority is connecting technology and data to deliver a better omnichannel experience.
Consumer preferences for speed and personalisation also require organisations to know their customers’ identity and intent — who the customer is and what they’re looking for or looking to accomplish. The capabilities CX leaders consider most critical for meeting these expectations are real-time and historical analytics and reporting, customer data platforms that provide a single unified view of the customer, and workforce engagement management solutions. Having deeper insights allows companies to gain a better understanding of their customers — and employees — and then orchestrate personalised journeys across digital and voice channels.
Employee engagement technologies are essential to CX
Consumers’ desires for a fast, first-interaction resolution and personalised interactions have also influenced CX leaders’ interest in technologies that support CX employees.
Almost half of CX leaders say their organisation is focusing on simplifying and improving the agent desktop experience. This includes using single screens, unified communications and performance monitoring tools like artificial intelligence (AI)-assisted coaching and training. And 43% plan to improve knowledge management over the next two years to give employees better information in the moment — and make self-service more effective.
Workforce engagement management (WEM) capabilities, which CX leaders say are critical to improving CX outcomes, will enable them to build a culture that sets up employees for success. These include performance management, quality management and intelligent forecasting to improve skills, increase flexibility, and avoid burnout. All of these capabilities will help employees meet customer expectations.
Cloud delivers, at scale
The report reveals that a cloud-based CX platform enables organisations to ramp up the technologies they need to keep pace with consumer expectations.
CX leaders say the top benefits of using a cloud-based CX platform include better access to data across channels, the ability to design processes with new features and capabilities faster, and increased cybersecurity. And one-third cite reduced cost to serve as a top benefit of the cloud, in part because they’re able to scale more efficiently.
About half of CX technologies are currently being delivered via all-cloud platforms and solutions, or in hybrid cloud/on-premises models. Of the CX leaders who say they’re still using on-premises solutions, the greatest cloud momentum is around better enabling interactions across channels.
Within the next two years, 80% of the respondents plan to use cloud solutions for communications, 78% for digital engagement and 75% for the agent desktop. There’s also momentum around workforce engagement management: 52% of respondents currently use cloud-based WEM technology. And this number will increase to 73% in two years’ time.
Technology is personal
No one wants to get left behind because of ageing technology. Updating CX technology enables organisations to keep pace with or even outpace competitors and the market in general.
Savvy organisations have created CX technology priorities that enable them to meet consumer expectations for personalisation, speed, and streamlined experiences.
And no CX leader wants to lose customers because they’re providing a bad experience. Savvy organisations have created CX technology priorities that enable them to meet consumer expectations for personalisation, speed, and streamlined experiences while delivering customer-led growth as a result. When consumers are more willing to spend more with brands that deliver on their preferences for personalised experiences, investing in modern CX technology is an obvious win.
An award-winning editorial leader who has covered CX and marketing for the majority of her career, Ginger Conlon is currently thought leadership director at Genesys and co-host of its Tech Talks in 20 podcast and CX Green Room livestream show. Additionally, she serves on EDF’s Digital Advisory Council. In her prior roles as chief editor of 1to1...