Only 10% of Indian organisations deliver fully-functioning customer experience: NTT CX report

Only 10% of Indian organisations deliver fully-functioning customer experience: NTT CX report
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While most organisations agree that customer experience is a primary differentiator, customers marked the services of only 24% of Indian companies and 12.1% global companies as fully satisfactory,, a customer experience (CX) report by global technology services provider NTT showed. The numbers dropped further for artificial intelligence and robotics-backed experiences, with just 11% saying that their customers would recommend the solution to other organisations.  

The report, titled The Connected Customer: Delivering an Effortless Experience, showed that only 12% of companies in Asia Pacific -- 10% in India -- are delivering a fully-functioning experience, although 64% in Asia and 74.6% in India said that CX was a primary differentiator. A fully-functioning CX experience refers to the right usage of analytics, customer feedback from different channels and latest technologies to make for the most effective CX strategy.

The findings in the report comprises responses from 1,020 individuals representing 13 industry sectors, and are drawn from 79 countries in the regions of the Americas, Asia Pacific, Australia, New Zealand, Europe, the Middle East and Africa. Country-wise data was not specified.

Voice feedback on the rise

In terms of deriving insights from voice calls, 54% of respondents had no formal process in place to align data from voice of customer (VoC) feedback with their CX goals, while 19% of them did not capture data of any kind at all.

However, there has been an increase in the collection of VoC feedback by organisations, with a 45% improvement since January last year. About 10% of organisations perceived their VoC programme to be at an advanced level across all channels.

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“The myopic approach of maximising customer satisfaction at every touch point creates an illusion that the customers are happier than they are. This dilutes focus on the bigger and more important picture that is the customer’s end-to-end journey,” Lux Rao, director of solutions and consulting, NTT India, said.

The report cited siloed technology systems, inconsistencies in experience and lack of clear processes as reasons that organisations were still in the developmental stages of a robust CX strategy.

The report showed that 42% of those surveyed struggled with legacy systems, while 43% had problems in integrating multiple technology systems. Only 30% of the respondents said that they had good consistency across contact channels. Just 17% placed customer delight as a top driving force behind their CX design strategy, while 78% had some form of personalisation capabilities in their CX systems. The report correlated the low numbers to a 44% failure in assisted service enquiries, while automated channels backed by bots and AI had a higher 57% failure rate.

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However, organisations are now moving towards the use of smart data to help with CX decision making -- 59% use analytics and 57% use artificial intelligence, while 38% and 37% use service personalisation and technology integration respectively to better the CX strategy.

The report also said that lack of appropriate data management skill sets was a problem for 59% of the respondents surveyed across the globe for their CX needs.