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Prior to 2020, customer personalisation was a nice thought.
Many contact leaders struggled with providing the ideal experience with departmental silos, legacy systems, fragmented customer data, and disjointed customer journeys standing in the way of their ability to personalise.
Overcoming these hurdles requires a fundamental shift in how businesses operate. It requires transforming the systems, processes, and technologies to centre around the customer. With this caliber of effort, contact centre leaders addressed change at their own speed—even if they knew change was inevitable.
And then, a massive global pandemic shifted everything. Customers and businesses made the switch from in-person to online. And customer behaviours changed rapidly: they used an average of 10 channels of communication1 and increased their use of digital channels2, online shopping3, and preference for self-service.
Customer expectations outpaced experiences companies could deliver. The pandemic exposed gaps in companies’ technologies, service channels, operations, staff skill sets, and ability to comply.5 As a result, most businesses accelerated their digital transformation plans.