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Digital customer experience report 2020

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Digital customer experience report 2020.
Bernard Slowey, worldwide lead for digital customer
support at Microsoft, maintains one of the biggest
mistakes in digital CX is not having a dedicated team.
“A lot of companies have teams of people focused on
call centers, as well as improving minutes-per-incident
and handle times for voice calls with customers, but
then digital is merely treated as a bolt-on to support
organizations,” says Slowey.
More than a third of our research group (36 per cent) is
seemingly making this mistake. For these brands
digital experiences are supported by multiple
functions, potentially between marketing, CX and
customer service departments. This dispersed setup
can result in customers receiving conflicting and
disjointed digital experiences.
However, the majority of the respondents (64 per cent)
recognize the value of dedicated digital experience
teams, which is an 18 per cent year-on-year increase.
Within 18 months of building its dedicated digital
customer support department, Microsoft’s digital team
achieved a 3× ROI (return on investment). This result was
obtained by solving customer issues digitally and so
reducing the volumes shouldered by more expensive
support channels such as voice.

Veröffentlicht in: Business
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Digital customer experience report 2020

  1. 1. DISCLAIMER: The information in this piece does not constitute as legal advice and so should not be regarded as such. DIGITAL CUSTOMER EXPERIENCE REPORT 2020 Customer experience experts reveal their views on digital experience design, customer behavior analysis and automation
  2. 2. 2 Digital customer experience report 2020 As the Covid-19 pandemic forces millions around the world to work from home and rely on digital technology for the majority of their communication needs, it has become mission-critical for brands to provide high-quality, reliable digital experiences to their customers.  McKinsey’s COVID-19 recovery digital study estimates that within weeks of the pandemic beginning, five years’ worth of consumer and business digital adoption had been triggered. Further McKinsey research also found that these are not transient changes, revealing that three- quarters of individuals who used digital avenues for the first time because of the pandemic plan to continue to use them after the global health emergency recedes. Unsurprisingly, CX Network’s Global State of Customer Experience 2020 revealed that digital CX is among the top CX spend priorities for CX practitioners this year. As customers become more comfortable with remote services over those in-person, businesses that have poor digital performance will struggle to maintain or grow their market share. There is certainly work to be done around the digital experiences provided to users. According to CX Network’s 2019 Defining Digital Experience report, around three-quarters of 200 marketing and CX professionals surveyed struggled to provide consistent experiences across digital channels and, even though understanding customer behavior was flagged as a big priority, half of the respondents admitted they lacked a strong understanding of customer behavior across digital channels. Following on from The Global State of Customer Experience 2020 which witnessed that the global pandemic’s disruption has not damaged, but in fact amplified the growing prestige of CX, this report gathers insights from more than 148 CX experts to map digital experience opportunities and hurdles. We invite CX professionals to utilize the results by benchmarking their organization’s progress against peers and competitors revealed within its research, as they plot their path for the rest of the year and beyond. Foreword Contents About the research - Pg 3 Governance - Pg 4 Covid-19 impacts - Pg 6 Digital experience design - Pg 7 Channel integration - Pg 10 Final remarks - Pg 12
  3. 3. 3 Digital customer experience report 2020 About the research CX Network’s second annual Digital Customer Experience Report research was launched in July 2020 and closed a few months later as the global coronavirus pandemic continued to cause havoc to populations around the world. To get a better understanding of the survey results, here is a visual breakdown of the 148 CX experts surveyed, including their seniority, company size, industry, geography and budget. Industry RegionJob title Job function Financial services High tech Healthcare Manufacturing Telecoms Consumer goods Government Tech Media/entertainment Real estate Retail Logistics Employment services Utilities Employment services Travel/hospitality Other Customer experience Executive team Operations IT Customer insight Customer service Sales Digital platforms Digital marketing Contact center Marketing Online CX CRM Other 25%0% Respondents (%) 12% 13% 22% 18% 21% 8% 6% C-level SVP/VP Director Department head Manager Analyst Other Global Europe Asia-Pacific North America Africa Middle East EMEA South America 23% 21% 16% 14% 11% 10% 4% 1% 25%0% Respondents (%) 25% 0% Respondents(%) 22% 12% 10% 9% 7% 4% 4% 4% 4% 3% 3% 2% 2% 2% 2% 1% 9% 30% 0% Respondents(%) 27% 12% 10% 7% 6% 6% 6% 5% 4% 3% 2% 2% 1% 9%
  4. 4. 4 Digital customer experience report 2020 Governance What is your organization’s current state of customer data infrastructure? Yes No We are in the process of creating one Do you have a dedicated team for digital experiences? Digital CX governance Bernard Slowey, worldwide lead for digital customer support at Microsoft, maintains one of the biggest mistakes in digital CX is not having a dedicated team. “A lot of companies have teams of people focused on call centers, as well as improving minutes-per-incident and handle times for voice calls with customers, but then digital is merely treated as a bolt-on to support organizations,” says Slowey. More than a third of our research group (36 per cent) is seemingly making this mistake. For these brands digital experiences are supported by multiple functions, potentially between marketing, CX and customer service departments. This dispersed set- up can result in customers receiving conflicting and disjointed digital experiences. However, the majority of the respondents (64 per cent) recognize the value of dedicated digital experience teams, which is an 18 per cent year-on-year increase. Within 18 months of building its dedicated digital customer support department, Microsoft’s digital team achieved a 3× ROI (return on investment). This result was obtained by solving customer issues digitally and so reducing the volumes shouldered by more expensive support channels such as voice. Data is accessible and unified from most sources, but we only use it for a limited amount to drive customer experience Data sets don’t tie together into a unified view of the customer Data is accessible and unified from most sources, but we don’t use it to drive customer experience We don’t have any customer data challenges, because unified customer data is core to our business Data is siloed by channel or business function We can’t access or have limited access to customer data 26% 25% 13% 13% 12% 11% 40% 36% 24%
  5. 5. 5 Digital customer experience report 2020 Governance Current data infrastructure More than one-third of respondents said they use baseline metrics to govern the overall quality of customer experiences (CX). The vast majority, however, appear to lack the data infrastructure needed to fully optimize digital experiences. Disconnected customer experiences caused by siloed data is one of the toughest challenges faced in the CX industry, according to recent research. More than 35 per cent of our respondents acknowledged severe data fragmentation, which is a similar result as last year. Conversely, around 50 per cent of the group reached a unified view of customer data. This visibility will allow them to better understand target audiences and, in turn, make wiser product and service decisions to fulfil or exceed customer expectations. However, more work is needed on cultural and technological levels, so data consistently improves customer experiences. Just under 40 per cent of the base have some level of data unification but fail to successfully use it to empower customer experiences on a consistent basis. In its 2020 UberEats Cravings report, UberEats delivered intelligence on the most popular dishes and cuisine customizations. This rich, preference data is invaluable to UberEats’ partner restaurants as it can guide the optimization of digital experiences and thereby enhance conversion rates. Digital automation When applied correctly, data will allow elements of digital experiences to be automated so brands can constantly fulfil customer needs and build trust with ease. Adeel Ahmad, CX analyst at PayPal, highlights that personalized and targeted CX automation requires the right alignment of customer and organizational data. “Automation is only as good as the data and content it is based on,” Ahmad remarks. “It is important to understand the level of data maturity for the process you are automating. If the data is not enriched with a multi-touch cohesive system like a journey map, the automation is just passing on the problem to the next touch point.” Customer journey maps help brands understand which areas of their datasets are ripe for automation such as contract renewal reminders. Ahmad explains: “The maps not only help you understand where you would benefit most from automation, they also help you stay aligned to the larger vision of your overall customer strategy. Automating in silos is useless; automation must enhance your entire CX strategy.” Digital governance and data infrastructure are foundational elements that directly determine the quality of digital experience felt by the end customer. “Automation is only as good as the data and content it is based on. If the data is not enriched with a multi-touch cohesive system like a journey map, the automation is just passing on the problem to the next touch point.” Adeel Ahmad, CX analyst at PayPal
  6. 6. 6 Digital customer experience report 2020 Covid-19 impacts How has Covid-19 impacted your business?* *Participants could select multiple answers Digital CX has proved crucial in response to the Covid-19 outbreak, allowing brands to deliver services customers need while adhering to social distancing mandates. “The need to enforce social distancing and shut down commercial activity all over the world prompted us to quickly enable the entire workforce to work from home” notes Thomas Reby, head of product support at Google and a member of the CX Network advisory board. “For the time being, we switched the entire operation to chat and email operations, effectively diverting phone operations to these channels.” Recent research from CX Network uncovered that more than half of CX practitioners surveyed identified digital CX and digital transformation as their leading investment priorities, with self-service being one of the more prevalent manifestations of this trend. Live chat pop-ups have been added to certain high-traffic webpages to allow chatbots and virtual assistants to shoulder additional customer care burdens. Some 75 per cent of CEOs surveyed in recent Deloitte research agreed with our survey respondents that the Covid-19 crisis has accelerated their digital transformation plans. Olivier Berthier, CEO of fintech firm Moneythor, says that as brands push forward with digital experiences they should augment them with core human needs such as empathy and personalization. Humanness is absolutely necessary in CX today. Humans have the ability to innovate based on initiative and create truly unique experiences that win customer loyalty, trust and rapport, as opposed to being confined to generating canned, artificial responses that fail to empathize with customers’ needs. Berthier maintains: “More and more customers are going digital as brick-and-mortar businesses have been in lockdown during the pandemic. While the channel may be digital, customer expectations of good service and support remain the same. Businesses that have traditionally used digital as a secondary channel now need to focus on providing the same personalized service as they would in-person, online.” As brands adapt to provide value in a post Covid-19 world, virtual and augmented reality experiences are pegged for more prevalence as they can provide customers with a level of immersion at a distance. Retail brands, such as IKEA, are providing augmented reality experiences so users can use their mobile devices to experiment with staging new potential purchases in their homes. 62% More customers are using digital channels 40% We have had to fast track our digital transformation projects 38% More customers are using self- service options than before 21% Customers are more patient 17% Customers are more likely to churn 16% Customers are more loyal
  7. 7. 7 Digital customer experience report 2020 Digital experience design *Participants could select multiple answers Self service Assessment of how the research group has designed self-service models, which are in high demand thanks to the pandemic, uncovers that the vast majority built these channels to solve a specific customer pain point. This is encouraging, as a clear understanding of the common points of friction in the customer journey will reveal the locations where self-service options would assist and not frustrate customers. This may be a form of proactive or preventative self-service support opportunity. For instance, after revealing that Friday is the day Uber customers are statistically the most forgetful, according to its witty Lost and found index, Uber empowers users with knowledge on how to recover their forgotten items in Uber vehicles. One could assume that the remaining 30 per cent of the base designed their self-service models from a business first perspective, which is usually rooted in cost elimination. This approach often includes the tactic of hiding staffed contact channels. Self-service models of this design have a high chance of creating new pain points for customers. Incomplete solutions that do not provide an option to connect with an agent if necessary can be a real headache for customers. “To avoid frustrating a client, it is necessary to avoid showing unmanageable options without the possibility of solving them in their own way,” explains Antonio Barranco, global manager of customer care at PagoFX, part of Banco Santander. “So if any of the problems must be assisted by one of the agents, a clear and simple call to action – to quickly reach an agent – must be established.” It would be naïve to say financial considerations are not strong supporting arguments for self-service channels, but brands should root self-service project drivers in meeting customer needs first with corporate savings being a close second. Fail to set the right priorities and your new service strategy may backfire, generate unnecessary contact to your ‘human’ channels (thus hurting your support KPIs) and lead to costly reworks, turning the ROI on its head. A customer-first approach to designing and maintaining self-service channels is key to ensuring these avenues contribute to CX rather than adding friction. 70% It was built to solve specific customer pain points 24% It is aligned with customer behaviors How have you designed your self-service offering?* 21% We have smoothened the connection to other channels (e.g., voice, email, social) 25% It’s optimized continuously according to customer feedback and VoC data
  8. 8. 8 Digital customer experience report 2020 Digital experience design What do you use to personalize experiences?* What are your toughest digital CX challenges?* Agreement of baseline metrics that support overall corporate strategy and goals Customer emotions and sentiment Customer webpage behavior/habits Automation Tailored upselling and cross selling United data from websites and mobile sites United data from websites and mobile apps Identifying customers across multiple lines of the business Understanding customer behavior across digital channels Turning in-page data into actionable insights Uniting data from websites and mobile sites Uniting data from websites and mobile apps Missed cross-selling and up-selling opportunities Turning navigational and search data into insights The value of experience design Considering the design requirements of today’s digital experiences, 52 per cent of users say they are less likely to engage with a brand following a bad mobile experience. Rex Freiberger, CEO of online tech publication GadgetReview, says: “For starters, brands should always have a mobile-focused site. You can’t afford not to have one these days. It needs to be a version built from the ground up for mobile support.” Melanie Kleemann, chief customer officer at IKEA Germany, agrees that the foundations for loyalty winning digital customer experiences lie in getting the basics right. “Customer experiences must meet certain minimum requirements,” Kleemann remarks. “This includes that customers can navigate your website or app intuitively to quickly find the desired product.” As noted by Kleemann, all relevant product, payment and delivery information should be visible at a glance. Missing facts will disrupt the efficiency of the digital experience.  “A brand can make its customers more loyal by improving website loading times and boosting user convenience,” Kleemann adds. “If a new customer is able to subscribe or order a service securely with a single *Participants could select multiple answers *Participants could select multiple answers 40% 0% Respondents(%) 38% 28% 28% 25% 16% 12% 9% 25% 0% Respondents(%) 24% 18% 14% 12% 11% 11% 10%
  9. 9. 9 Digital customer experience report 2020 Digital experience design click from your website, there is a high chance they will become loyal sooner rather than later and will be more likely to convince the people around them to subscribe.” Digital behaviors Last year, 50 per cent of our research base signaled intentions to collect data on customer emotions and behaviors. Around 30 of our respondents this year state they are now using customer webpage habits and behaviors to personalize and improve digital experiences. This is a useful practice, as tracking these habits will highlight any points of friction that are stifling digital experiences. For instance, research has found that almost half of site visitors habitually go to the site’s search box almost immediately, so this field should be easy to locate. A small section of the respondents (10 per cent) are struggling to turn in-page, navigational and search data into actionable insights, which is down from around a third of respondents last year. This rich behavioral data can help target paid-SEO campaigns, merchandize categorization, customized nurture pathways and product innovation ideas. To those struggling to understand digital behaviors, Moneythor’s Berthier notes: “Digital behaviors are similar to real-life behaviors, so look at traditional behavioral science principles like framing and priming, and apply them to your digital channel.” Freiberger says that a true picture of customer behaviors is only accessible if brands have “data collected from a variety of sources”. He comments: “It’s not just traffic, but the intent someone has on your page, how they reached it, how long before they’re exiting and where they’re going.” Emotions Around a third of our respondents are using customer emotions and sentiment to enhance the relevance of digital experiences. This is a wise move as evidence suggests that emotional connections are one of the most persuasive factors for consumer buying decisions with customers. Just over 65 per cent of UK consumers in a CXM study said: “they would be willing to spend more on a product if it was from a brand they love.” Many companies achieve visibility on customer emotions through text and speech analytics. Deep learning categorizes positive and negative sentiments so brands can identify which service factors delight or frustrate users. Whether the source is social media, customer calls, emails, surveys, online reviews or chatbot scripts, sentiment analytics tools highlight patterns and keywords that will pinpoint any service changes that need implementing, detractors that need rescuing or opportunities to delight customers at scale. Proactive digital experience Understanding previous digital behaviors and customer emotions will eventually allow businesses to provide predictive digital experiences that pre-empt pain points and opportunities to delight prospects. Berthier maintains this can be achieved through data categorization. “Grouping customers’ behaviors, purchases and transaction information will provide real-time insights to businesses on the type of person there are serving, with this information businesses can then provide personalized and contextual content before a customer goes looking for it,” comments Berthier. As mentioned earlier, foundational improvements in data governance and infrastructure will unlock slicker digital experience design opportunities for brands like real-time sentiment analysis and predictive customer care.
  10. 10. 10 Digital customer experience report 2020 Channel integration How close is your brand to providing an omnichannel model? Top 10 customer identifiers One in five CX experts state they struggle to understand customer behaviors across channels. Research shows that organizations with poor channel integration strategies retain just 33 per cent of customers, while brands with effective omnichannel engagement keep 89 per cent. Despite the evident customer retention benefits, cases of successful omnichannel adoption are rare. Only five per cent of our CX experts surveyed are confident enough to claim they have an omnichannel model. However, our research has shown there are pockets of progression with channel integration. The amount of experts admitting they only have one or two key channels has halved and 10 per cent growth is seen in those with multichannel models. This improvement in accessibility is pivotal as research has shown there are clear trends in channel preference for particular customer segments and different channels appear to attract distinct types of feedback. A varied suite of channels ensures the voice of the customer heard by a brand is holistic and fully representative. Just over a third of respondents have some form of synergy between channels. Covid-19 drove Deliveroo to provide more synergy between physical and digital channels to help restaurants reopen safely. Through Deliveroo’s table service offering, customers dining at restaurants can order and pay for meals digitally. We have a multichannel model but the connections between them are quite fragmented We have synergy between some of our channels We only have one or two key customer contact channels Not sure There is a strong synergy between all of our channels, but connections aren’t completely seamless We have an omnichannel model Other Email address Phone number Authentication credentials Internal identifier (e.g., loyalty program, account number, etc.) Login data from your site 1 2 3 4 5 Postal address Cookies Online transactional data Offline transactional data Social media ID or handle 6 7 8 9 10 40% 19% 13% 12% 10% 5% 1% Only 10% of respondents are uniting data from websites, mobile sites and mobile apps.
  11. 11. 11 Digital customer experience report 2020 Channel integration Will Shu, CEO of Deliveroo, explains: “Deliveroo wants to play a significant role in helping restaurants adopt tech-led solutions to reopen safely, especially smaller partners who otherwise would be unable to develop the technology and face huge financial burdens due to Covid-19.” Data integration Channel integration can be enhanced by tracking customer identity data. These identifiers help brands spot customers, provide consistency across channels and give smoother digital experiences. Upon analysis, our results indicate a concentration toward the likes of email, phone numbers and login details. With around a quarter of respondents flagging that they struggle to identify customers across multiple lines of the business, participants should consider using a broader range of identifiers. Better ID practices and integration will improve the relevance and convenience of digital experiences. Only 10 per cent of respondents are integrating data from websites, mobile sites and mobile apps. Paypal’s Ahmad warns: “In an increasingly omnichannel world, such integrations are table stakes for delivering a superior CX. The brand expectations of the modern consumers have moved on from just being omnichannel – they now expect omni-sensory experiences. Beyond unified device data, consumers now expect brands to identify and interpret their touch, look, gesture and voice across devices and entry points.” He adds that brands looking to differentiate themselves should enable and unite multichannel and multisensory data to establish emotionally resonant experiences for consumers. “In the post-Covid-19 world of digital dominance, a coherent product experience is a significant differentiator, now more than ever,” he says. “Unifying web, app and sensory data is a basic building block to achieving it.” Channel integration success stories Customer journey analysis inspired global fashion retailer ASOS to launch an Apple Watch app fit with actionable notifications for product price drops and stock updates. Coca-Cola’s omnichannel initiative ‘Hydr8’ is being developed to encourage healthy hydration habits by directing users to the nearest Coca-Cola IOT enabled vending machine after they complete a fitness activity. Using the augmented reality scanner on Coca-Cola’s app, the individual can log their drink towards their daily goal to consume two liters of water. Coca-Cola promises that once this goal is reached, two liters of water will be donated to communities in need.
  12. 12. Final remarks It is unmistakable that digital experiences are more mission-critical to brand success than ever before. The research undertaken for this report indicates that CX practitioners are responding in the right way, with a solid year-on-year growth in the amount of dedicated digital CX teams. Additionally, more confidence was signaled in understanding customer behavior across channels. A unified view of the customer has been achieved by half of respondents, which will be instrumental in providing valuable digital experiences for users, especially in times of crisis where priorities can switch. This integrated and connected data architecture will unlock automation as a viable opportunity to empower experiences to be more laser targeted at scale. However, there is a need to become more consistent in supercharging digital journeys with these insights. Only 25 per cent of the base state they constantly use VOC data to optimize self-service. As mentioned by Sean Cramer when he was the head of VOC at Amazon: “Insights without actions are absolutely useless. If there is no action to resolve customer concerns, then we are spinning our wheels.” For the time being, until a stable pandemic exit strategy is established, businesses need to learn how to operate and thrive in this new landscape, which favors remote and distanced service in the name of minimizing the distribution and spread of the Covid-19 virus. The rewards of improving digital experiences will not be short lived as they will serve to boost customer lifetime value and retention long after the pandemic subsides. “Insights without actions are absolutely useless. If there is no action to resolve customer concerns, then we are spinning our wheels.” Sean Cramer, former head of VOC at Amazon 12 Digital customer experience report 2020
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  14. 14. Digital customer experience report 2020 CX Network is an online resource for customer experience professionals providing value-rich content such as industry reports, customer trends, best practice, latest industry news, interviews with CX leaders and so much more! Our focus on the content that matters to customer experience leaders most, allows us to cut through the white noise that surrounds this ever-changing subject, and makes us the primary resource for CX executives to turn to. By joining our network you will receive expert commentary, reports and resources developed by and for experienced customer experience professionals and industry insiders. With a growing membership and global portfolio of events, CX Network ensures you keep your finger on the pulse by delivering practical and strategic advice to help you achieve your business goals. Sign up for free today! www.cxnetwork.com About CX Network 2020 CALENDAR JAN• EXPERT INSIGHTS EBOOK - The Voice of the Customer • CX EXPERT PODCAST - Customer Data and Analytics • GUIDE - Winning Tactics for B2B CX • RESEARCH REPORT - ROI in CX • GUIDE - CX Metrics Checklist • SURVEY LAUNCH - The Global State of CX • ONLINE CONFERENCE - Customer Feedback Signals and Satisfaction - CX APAC Online • EXPERT INSIGHTS EBOOK - Chatbots in CX • CX EXPERT PODCAST - Self-Service in CX • GUIDE - Rules for Self-Service in CX • EXPERT INSIGHTS EBOOK - Building a Customer-first Culture • CX EXPERT PODCAST - Telecoms in CX • GUIDE - CX Market Leaders in Financial Services • ONLINE CONFERENCE - Global State of CX Day - CCW Digital ANZ 2020 • RESEARCH REPORT - Global State of CX • CX EXPERT PODCAST - AI in CX • GUIDE - CX in Travel and Hospitality • ONLINE CONFERENCE - CX Design Thinking • EXPERT INSIGHTS EBOOK - CX Market Leaders in Telecoms • SURVEY LAUNCH - Big Book of Customer Insight, Data and Analytics • GUIDE - Omnichannel Case study book • EXPERT INSIGHTS EBOOK - CX Market Leaders in Retail • CX EXPERT PODCAST - Telecoms in CX • GUIDE - UX and UI in CX • EXPERT INSIGHTS EBOOK - Design Thinking and Service Design • CX EXPERT PODCAST - CX in Financial Services • GUIDE - Key CX Trends in APAC • ONLINE CONFERENCE - Customer Data, Insights and Analytics - CCW Asia Online • RESEARCH REPORT - Digital Customer Experience • CX EXPERT PODCAST - Mastering Omnichannel Models • GUIDE - Top CX Marketing Mistakes to Avoid • ONLINE CONFERENCE - Contact Centers Middle East • EXPERT INSIGHTS EBOOK - AI in CX ebook • CX EXPERT PODCAST - Digital CX • GUIDE - Key CX Trends in NorAm • ONLINE CONFERENCE - Digital CX - Cloud-based Contact Centers APAC • RESEARCH REPORT - Big Book of Customer Insight, Data and Analytics • CX EXPERT PODCAST - CX Metrics • GUIDE - A Guide to Customer Acquisition • EXPERT INSIGHTS EBOOK - CX Predictions 2021 • CX EXPERT PODCAST - Telecoms in CX • GUIDE - Key CX Trends in EMEA JAN MARFEB APR JUNMAY JUL SEPAUG OCT DECNOV
  15. 15. SEE MORE REPORT HERE: TOP 100 DIGITAL TRANSFORMATION AGENCY

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