Intelligent CISO Issue 55 - Page 64

Only now are we seeing businesses waking up to the importance of CX and Digital Transformation . fulfilling the customer demand at all touchpoints and offering functionality across different channels .
BUSINESS SURVEILLANCE
prevent businesses from establishing a greater presence and creating innovative experiences for today ’ s customers .
What are the challenges and shortcomings of businesses when it comes to their e-commerce CX approach ?
In May 2020 , a survey by Qualtrics Institute revealed that 94 % of US consumers are extremely likely to buy from businesses that offer a good customer experience . Insufficient or flawed customer data / insights can prevent businesses from achieving a good CX strategy . A lot of sourced data is unstructured and businesses need to know that this is not unused Dark Data . Enterprises need clear insights into what customers want and the obstacles they face .
Businesses in the retail sector need to create a unified platform that offers a holistic mood customer experience across all touchpoints , eliminating the concept of individual customer channels .
This change will translate into immediate results for these businesses and in turn , provide a significant long-term impact on the ROI .
How have consumer needs evolved in recent years ?
Purchase decisions are no longer based on product availability , efficiency and pricing – it now depends on the availability or the experience the brands offer . Being omnichannel emphasises delivering that experience ,

Only now are we seeing businesses waking up to the importance of CX and Digital Transformation . fulfilling the customer demand at all touchpoints and offering functionality across different channels .

Today ’ s consumers are happy to pay a little extra for a particular product . If the brand is offering an experience that consumers want , then this will lead to enhanced brand loyalty . There have been multiple studies proving that an omnichannel will increase customers ’ average basket spend and come back again and again .
How has market demand transformed digital communication channels since the pandemic ?
Consumer behaviour has been deeply influenced by the pandemic . There has been exponential growth in online shopping , social media interaction and activity through channels like the web , mobile and voice . The decision-making process has been augmented by the research that consumers have been doing and ,
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