Can technology bridge the customer experience gap?

Posted on January 14, 2016

Is your company struggling to bridge the customer experience gap? New research reveals many Australian companies are doing poorly with consumer interactions. However, with the increased availability of digital tools, companies can boost their overall operational efficiency and customer service experience.

Through unified communications, cloud collaboration and integrated software, the workplace can now be digitalised in a way that hasn't been possible before. Not only can this enhance the way your business is run, but it can allow your company to compete on an international level.

Australian organisations lacking in customer service experience

Troubling figures released in September by Forrester Research indicate that Australian consumers do not feel they are getting a high standard of customer service. According to the 2015 Australia Customer Experience Index, 52 per cent of companies deliver mediocre customer interactions.

The report surveyed approximately 9,000 companies across Australia and only 17 per cent qualified as "good".

Previous research by Forrester indicates that customer service can directly affect business development. The study compared the revenue of companies with enhanced customer experience ratings with those with lower rates and found a link between superior service and company growth.

One way to improve overall operational efficiency is by investing in improved services, such as business cloud storage, within your business. Enhancing the way colleagues communicate can help foster a workplace that optimises the flow of information.

Modernise your procedures

Transforming the way workers communicate with each other can help reduce misunderstandings. These can be passed onto customers and having the updated information easily accessible can change the way a consumer views the interaction.

Digital technology, such as cloud collaboration, can help workers perform more effectively on any device, in the office or at home. It's simple to use and you can trust your data is secured.

Another way to improve workplace processes is by utilising effective data storage solutions. Vice President and Distinguished Analyst at Gartner, Dave Russell, states that implementing cloud storage is a good place for businesses to gingerly approach digital transformation.

"Storage can be a compelling starting point as the capabilities often stack up favourably against traditional solutions," says Mr. Russell.

Mr Russell also emphasises the importance of integrating modern big data solutions, rather than building on legacy technology.

Simply adjusting an out-of-date infrastructure is unlikely to give your company the benefits you expect. The entire process should be evaluated in order to end up with an optimised solution.

"A broken process is still a broken process no matter how well it is automated."

"Build the right skills in your organisation by enabling top infrastructure architects to experiment with public cloud infrastructure in small projects, as well giving them the opportunity to get out and learn what their peers in other organisations and visionaries in this field are doing," states Mr Russell.

This is reflected in what the global marketplace is already catching onto, with integrated data solutions growing exponentially.

Keeping up with global trends

The latest findings from global firm IDC indicate that businesses are continuing to invest in collaboration software and big data solutions. It reveals that revenue fromthe global integrated infrastructure and platforms market rose 1.7 per cent year over year to US$2.4 billion during the second quarter of 2015.

In light of these international trends, Australian firms should make the most of modern solutions to improve operational efficiency. Not only can it improve customer service but it can lead to a more accurate flow of information between staff.