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The survival mindset triggered by the pandemic has pushed CIOs into new ways of thinking that will provide a springboard for future innovation across all industries . If nothing else , the events of the past year have shown how it takes a genuinely profound external disruption to facilitate the concrete internal disruption that can fuel radical change on multiple fronts .
A recent survey of business leaders by McKinsey reveals the extent to which the impact of COVID-19 has stimulated a rapid and massive shift to interacting with customers through digital channels . So much so that three-times as many industry leaders state that at least 80 % of their customer interactions are now digital in nature .
The consequences of this dramatic change go far beyond the immediate practicalities of delivering enhanced services and experiences to customers in the here and now . The past 12 months has forced companies to redefine their DNA in pursuit of the agility and authenticity that will be key to thriving in a rapidly changing world .
When combined with the fundamentally different cultural mindset that continues to prevail as organizations navigate the route to post-pandemic recovery , this is creating the foundation and roadmap for further dramatic innovations in the coming years .
The question now , is : how can organizations maximize this opportunity ?
Customer experience in the digital age
Customer Experience ( CX ) has been steadily rising up the corporate agenda in recent years and with good reason . High-performing companies that consistently outperform their peers do so because they put customer-centricity at the heart of everything that they do .
Online retail giants have set the standard where CX is concerned . Indeed , it ’ s true to say that they have helped redefine what CX looks like in the mind of the consumer . Offering speed , choice , convenience and accessibility has proved a winning combination for the company , which continues to push the boundaries when it comes to creating frictionless experiences built around the identified wants and needs of individual customers .
One thing is for sure ; the COVID-19 pandemic has had a lasting impact on consumer behaviors , with online
interactions and digital messaging channels now firmly established as a top customer preference .
As a result , brands are now being judged on how many touchpoints they offer , how easy it is to move between touchpoints , the time it takes to resolve issues and how personalized each interaction is . In other words , today ’ s discerning customers are turning
against businesses that fail to meet the challenge of delivering digitally and anticipating their needs .
As a result , the contact center is fast becoming a multichannel CX engagement and management hub whose performance has a direct impact on future transactions and the long-term loyalty of customers .
With technologies like chatbots and Machine Learning being deployed to drive CX within the contact center , CIOs need to be leading the fray where digital CX is concerned . Streamlining the CRM and omnichannel processes that underpin delivery of a joined-up response to customers across every channel touchpoint is just the start .
Martin Taylor , Deputy CEO and Co-founder at Content Guru
With technologies like chatbots and Machine Learning being deployed to drive CX within the contact center , CIOs need to be leading the fray where digital CX is concerned .
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