When thinking about personalization, we often think of traditional channels and customer service experiences — from lengthy phone calls unpacking customer needs to detailed emails sharing deep apologies for minor mishaps. But, genuine personalization can, and should, be protocol across the customer journey, no matter the channel.
In fact, CCW Digital research confirmed that 55% of CX leaders believe that digital experiences should be just as conversational as phone calls. Further, 66% stated that customers should be able to achieve everything they can in-person or over the phone on digital channels.
All of these data points should mean that leaders are prioritizing personalization on digital, but currently, the opposite is true. When it comes to personalization in practice, as high as 81% of leaders say that digital journeys are not sufficiently personalized or customized to individual customers.
This paints an interesting picture, contact center leaders realize the importance and potential of intuitive and personal digital experiences, but they are not yet equipped to deliver. Brands are struggling to incorporate digital channels that are powered by comprehensive data and they are lacking the level of personalization that customers expect.
When considering the future of experiences, and looking as far as 2030 - it is clear that enhanced personalization and engaging digital support will be critical. Working to achieve this reality now, and enhancing operations with effective, sophisticated technology, will ensure businesses are in the position to continually develop and grow moving forward.
This report will cover:
- New technology for enhancing digital CX
- Research on customer expectations for digital
- Strategies for repositioning digital as a value add