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The connected customer –
delivering an effortless experience
2020 Customer
Experience
Benchmarking Report
Presentation deck
Annual global
research study by NTT
The Global
Customer
Experience
7 CoreResearch Sections
Benchmarking Report
Supported by many of the World’s
leading industry groups
and associations
Providing a single view on all aspects of
CX. The CXBR establishes and considers
industry trends, offer supporting context
and comes with SME recommendations
towards best practice
22 years of insights driven by
data. The report has
been labelled our gift
to the industry
We employ over
1000dedicated CX
experts
Around the world
Market citizens with
of leadership transformation
and innovationClients managed
with over 100,000 seats
through our managed
services for contact centers
The solutions we’ve deployed enable
customer engagements each year
10 years
We hold the highest levels of
certifications with the industry’s
leading technology partners
800
7000
delivering contact center solutions
as-a-service (CCaaS) to our clients34 years
over 7 billion
Trusted by 75% of
Fortune 100 companies as the ideal
partner, with unrivalled advisory, cloud,
systems integration and managed services
expertise
21 yearsAs published experts: GCXBR
People delivering
bespoke outsourcing
solutions
Customer Experience Credentials
It’s more than a report...
...it’s always on and part of the CX value proposition
Additional assets include executive
guide, infographics, country highlights,
video and more
Global report acknowledged
by associations, customers and
analysts as the leading go-to
reference document for CX
Online Portal allows you to access all
750+ global data points, filter global
results dynamically, export content,
build bespoke presentations and more
View data at 10 levels
Sample overview
5 regions
1,020 respondents
78 questions
750+ data points
Data can be filtered at
10 different levelsincluding by function, CX
maturity and brand position
CX: strategy progressionOptimized 7.6%
Well advanced 21.0%In progress/developing 57.8%Still planning strategy 13.8%
Participant roleView results by job titles and/or
operation type
Participant profile
41.2% executives and
senior management
31.7% management
20.7% specialists or
business support
13 industry sectors
16.0%financial services (banking/
investment)
14.0%technology
11.1%professional services
9.4%media and communications
(incl. telecommunications)
7.7%financial services (insurance)
7.2%automotive and manufacturing
6.5%retail and wholesale
28.1%from 7 additional sectors
What do analyst say about the 2020 CXBR?
“Once again NTT Ltd provides key insights into what customers want and need, helping to guide organizations as they engage
with customers. The data helps businesses identify where and how to invest their resources in order to differentiate and provide
the effortless experiences customers are expecting and demanding. NTT’s Customer Experience Benchmarking Report is my
go-to resource for unbiased data and CX research”
- Blair Pleasant (Analyst)
"The benchmarking report continues to be my number one go to source of validation for customer trends in the industry. This
year’s report did not disappoint as it provided even more validation for the continued trends we are seeing in customer contact.
”
- Nancy Jamison, Principal Analyst Customer Contact at Frost & Sullivan.
“NTT continues to re-define the Customer Experience Benchmarking Report, mirroring changes in the enterprise software
industry being driven by the cloud, mobility and digital transformation. The 2020 report brings timely insights on automation
trends and workplace optimization while continuing to deftly chronicle the shift from voice and in person customer experience
to digital.”
– Sheila McGee-Smith (Analyst)
Lead with
CX Strategy
Understand
Customers
Personalise
Experiences
Engage
Through
Omnichannel
Automate
intelligence
Optimize
Performance
To remain relevant in this complex, changing environment,
you need to adopt an experience-centric business strategy to....
...the customer experience to create more value for your customers and business
Optimize Performance
Adapt, adopt and align to accelerate the delivery
of a consistent customer experience
Key trends
29% say Automated
CX now the dominant
channel Only 4% - 75%+ of their
CX
01
54% say Majority of
employees are multi
skilled to allow
combination of CX
channels
02
1 in 5 already use
Emerging AI and
machine learning to
enable productivity
03
Cloud
infrastructure
deployments grew
another 12.0% from
past year
04
Employee centric Business
Models45.6% find mentorship based development most
effective
Cost per transaction56% Still unclear in Assisted or Automated
Channels
OptimizeAdapt, adopt and align: accelerating the optimized CX system
27.4
29.2
31.1
42.5
44.3
50.0
53.3
AI/robotic systems (e.g. virtual assistants, machine learning, roboticprocess automation)
Workforce optimization systems (e.g. resource planning, e-learning,knowledge management, attended virtual assistants)
Cybersecurity (incl. fraud prevention)
Data analytics/data visualization systems
Telephony (incl. IVR) systems
Interaction management (e.g. CRM, marketing automation, casemanagement)
Digital channel systems/platforms/solutions
Cloud-based analytics systems up 51.8%;
deployment of cybersecurity systems rises
significantly by 98.1%
What elements of technology are
in the cloud?Digital channel systems have risen 36.3% to become
the most-used technology solution hosted in the cloud
What is the research telling us?
The organization
1
33% say business
functions align
20.9% see agility
needs to evolve as
differentiator
62% expect salaries to
remain the same or fall
while 57% expect
increased role complexity
2
The people
Most organisations failing
to be proactive around
employee engagement
Need to optimize
workplace
acknowledged by 48%
The technology
3
Only 47% list customer
satisfaction data as a key
measurement of success
for technology projects
Digital Channels in cloud
rose 36.3% to come up
top
Cybersecurity concerns
are still traditional/legacy
Design
Approach CX with a
clear strategic design
and execution
framework
Be Agile
3
Create an agile
ecosystem that brings
together the latest
technology, digital
business
methodologies, and
analytics
Listen
1
Use VOC feedback,
including sentiment
analysis, as your
compass for strategic
CX decisions
2
Conclusion
To connect with and remain relevant to your customers at every touchpoint:
The difference
with NTTWe make sure you achieve
what you wanted from your CX:
Understand
By adopting an experience-centric
business strategy to
Personalize Integrate
• Build customer trust
• Align service to brand
• Grow the business
• Build customer loyalty
• Differentiate competitively
• Improve efficiency
Automate Optimize
your customer experience and
so create more value for your
customers and your business
The
Next
Step
Discover more insights from the 2020
Global CX Benchmarking Report
and download a copy of the executive
guide at hello.global.ntt
Thank you