4 Key Findings From a New Customer Experience Study

A NICE inContact CX Transformation Benchmark study finds 40 percent of companies are very likely to invest in four or more customer service channels in the coming year

NICE inContact announced the latest findings of its second annual global research study, the 2019 NICE inContact Customer Experience (CX) Transformation Benchmark, that companies with all of their contact centre technology in the cloud report 18 percent higher customer satisfaction (CSAT) based on service experience compared to companies with on-premises contact centre technology.

Further, at 40 percent, a significant proportion of companies are very likely to invest in four or more channels to improve the customer service experience.

The 2019 NICE inContact Customer Experience (CX) Transformation Benchmark gauges the attitudes of businesses and consumers in key areas of customer experience.

This latest report on the business wave of the study provides insights on contact centre technology investment plans amidst changing customer needs, and points to the need for businesses to move beyond multichannel offerings and create true seamless omnichannel customer experiences powered by a complete cloud customer experience platform.

The comprehensive study polled contact centre leaders in the United States, United Kingdom, and Australia.

4 Key Findings

1. Organizations with all of their contact centre technology in the cloud report superior customer experience outcomes.

Companies using cloud contact centre technology report 18 percent higher CSAT as well as 36 percent higher likelihood to recommend their company from customers based on service experience, compared to companies with on-premises contact centre technology.

2. Channels investment plans are significant. Forty percent of companies are very likely to invest in four or more channels to improve the customer service experience in the coming year.

Further, those who are very likely to invest in four or more channels who also have all their contact centre technology in the cloud or are planning to move to the cloud are more likely than those with on-premises contact centre technology to offer eight of the 11 channels covered in the study.

This includes communicating with customers on social media, online chat, SMS/text, video chat, IVR, mobile apps, chatbots, and service via a home electronic virtual assistant device.

3. Despite customer demand, investment plans for omnichannel functionality are lacking. Overwhelmingly, customers expect seamless omnichannel functionality when interacting with businesses, by a rate of 91 percent.

Meanwhile, only 25 percent of businesses are likely to invest in new services that allow channels of communication to work together seamlessly. Consumer use of and preference for digital channels is on the rise.

In the US, from 2017 to 2018, chat use tripled, and text grew tenfold; preference for these channels grew 36 percent and 71 percent respectively.

4. Almost half of global organizations see a need for more agent-assisted resources. While customer reliance on self-service channels has spiked, increasing from 17 percent to 31 percent in the United States (based on the 2018 CX benchmark) 49 percent of businesses globally expect they will need more agent-assisted resources in the coming year.

Among these businesses, 61 percent say the need is due to an increase in the number of customers interacting with agents.

“From social media messaging, to text, to chatbots, the customer relationship takes place across a wide and diverse range of channels in addition to voice,” said Paul Jarman, NICE in Contact CEO.

“As more customers embrace multiple digital channels to communicate and engage, it becomes increasingly important for businesses to be able to quickly adopt and integrate digital channels into a seamless omnichannel customer experience.”

Jarman continued: “The NICE inContact CX Transformation Benchmark not only shows that contact centres are moving to the cloud, but that those who are in the cloud, and those that plan to invest in customer experience, provide superior customer experiences.”

“Leading organizations of all sizes can stay agile and ahead of customer expectations by leveraging a complete, unified and intelligent cloud contact centre platform, to deliver quick, effortless interactions – anywhere.”

These key findings demonstrate the need for companies to provide true omnichannel experiences that seamlessly blend voice and digital as well as agent-assisted and self-service channels.

In today’s digital-first era, customer use of multiple digital channels in addition to voice is growing. Not only are more customers using self-service channels, more customers are interacting with agents.

For more information about NICE inContact, visit: www.niceincontact.com

Author: Robyn Coppell