1CX Goals Are Driving Digital Transformations—but Better Data Needed
For the vast majority of organizations, the digital transformation is primarily about achieving customer experience (CX) goals, according to a recent survey from Experian. The resulting report, titled “Mastering the Customer Experience,” indicates, however, that a lack of insightful data is presenting the biggest barrier in pursuing these efforts. CX teams would also be better positioned to succeed with clearer strategies, improved digital skills and greater leadership support—as well as less complex tech tools to work with. More than 500 U.S. employees who are involved with digital transformation, data and analytics efforts took part in the research. The following slide show presents highlights from the survey, with charts provided courtesy of Experian.
2CX Tops Transformation Drivers
3Organizations Seek Improved Insights
4Transformation Requires Improved Insights, Strategies, Skills
When asked about the biggest challenges they face in pursuing a digital transformation, 42 percent cited a lack of data or insight. About one-third cited a lack of a clear strategy, and 32 percent cited a lack of digital skills and leadership support. The same percentage also said they face major challenges in the form of technical complexities.
5Websites Remain Key Customer Communications Tool
6Consolidated View Boosts Efficiencies
7Interactions Suffer from Lack of Meaningful Metrics
8Data Provides Transaction Intelligence
9Social Media Activity Gets Closer Look
10Online Applications Lead to Customer Frustrations
11CEOs Emerge as Prime CX Influencers
One-half of respondents said their CEO is highly influential in driving customer experience efforts. The chief operations officer was ranked second, as cited by 35 percent, followed by chief marketing officer, at 30 percent. CIOs/CTOs ranked fourth, at 27 percent.