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Now is the time for customer
experience transformation

By Dan Vanrenen | May 2021

Why is now the time to revisit and transform your customer experience?

In our previous blog, Customer experience and digital transformation defined, we explored what customer experience (CX) was, why it is important, and how it should be at the core of any successful digital transformation strategy.

What we did not talk about is why now is the time for CX transformation.

2020 was a year of monumental change. All facets of our personal and professional lives were forced to adapt in the face of lockdowns and social distancing, creating what is commonly dubbed ‘the new normal’.

Zoom became the new pub, jogging and Peletons replaced gyms, and supermarket excursions became an excitement instead of a weekly chore.

Back on the topic of CX… this created two major implications for organizations. Internally, staff are increasingly working from home and, externally, the nature of interactions with customers is changing.

Managing CX expectations with remote workers

In the UK, the Office for National Statistics reported that in April 2020, 46.6% of people in employment did some amount of work at home. Of these, 86% did so as a result of the coronavirus pandemic.


Albeit a pandemic-induced change, it is widely accepted that the uptick in remote working is here to stay, and that it is a trend already in motion before the outbreak of COVID-19 dramatically accelerated the process.


Organizations must, therefore, do their utmost to make the best of what might be a good or bad situation, and that means embracing digital transformation to support remote workers sooner rather than later.

Managing CX expectations with remote workers

In the UK, the Office for National Statistics reported that in April 2020, 46.6% of people in employment did some amount of work at home. Of these, 86% did so as a result of the coronavirus pandemic.


Albeit a pandemic-induced change, it is widely accepted that the uptick in remote working is here to stay, and that it is a trend already in motion before the outbreak of COVID-19 dramatically accelerated the process.


Organizations must, therefore, do their utmost to make the best of what might be a good or bad situation, and that means embracing digital transformation to support remote workers sooner rather than later.

The changing customer-company relationship

There are numerous statistics showing how online shopping is displacing in-store purchasing in a big way.

Here are just some cited in our white paper, Digitally transformed customer experience:
The technology and the human:

• Some 45% of survey respondents said they have increased their shopping activity on mobile
93% of those people reported intentions to maintain their current increased use
40% are increasing their PC-based purchasing, with a third also shopping more via tablets
90% say they are likely to maintain their increased level of PC– and tablet-based purchasing

Another interesting observation is that more than half of consumers have upped their use of video or messaging apps and social media.


This suggests a growing willingness or expectation to be able to interact with businesses via these platforms, again strengthening the case for organizations to invest in digitally enhancing their customer experience.

Acting now on a CX-driven digital transformation

Given the unprecedented events of 2020, the case for acting now on a CX-driven digital transformation strategy is clear, and early signs are that business leaders are following suit.

59% of technology executives say that COVID-19 has created an impetus to accelerate their digital transformation initiatives
• The average share of customer interactions which are digital across the globe increased from 36% in December 2019 to 58% in July 2020 (a three-year acceleration in the space of just a few months)

Acting now on a CX-driven digital transformation

Given the unprecedented events of 2020, the case for acting now on a CX-driven digital transformation strategy is clear, and early signs are that business leaders are following suit.

59% of technology executives say that COVID-19 has created an impetus to accelerate their digital transformation initiatives
• The average share of customer interactions which are digital across the globe increased from 36% in December 2019 to 58% in July 2020 (a three-year acceleration in the space of just a few months)

Here is some advice from PwC’s Global Consumer Insights Survey 2020 on where to focus your customer experience and digital transformation efforts to ensure you stay one step ahead:

• Decide how to offer a unique and distinct experience for those who are less digitally inclined, by choice or by economic status, than others.
Forge new strategic partnerships across the industry as the rise of direct-to-consumer platforms further fragments channels, and invest in data and customer relationship management technology to drive frictionless commerce and engagement.
Invest in enhanced network technology to allow for more sophisticated customer segmentation.
• Reskill service staff so they can build content-rich experiences and better understand the end-to-end customer journey.

Latest Ebook

Digitally Transformed Customer
Experience. The technology and
the human:

How to master multichannel customer service for
an improved experience and customer retention

How to master multichannel customer service for an improved experience and customer retention

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