Digital Customer Experience Continues to Gain in Priority

The digital customer experience market has shifted to where there is now a real need to evolve from contact center-driven customer service to a comprehensive CX strategy consisting of new operational models, digital technology, and continuous analytics insights, analyst firm Nelson Hall concluded in a recent report.

The report, titled "Digital Customer Experience Services," identifies the three key pillars of this transformational strategy:

  • Support from the executive board and senior company leadership;
  • Business value justification for adopting digital technology, such as CX automation; and
  • Ongoing co-innovation between vendors and clients.

From a client perspective, the current requirements for cost optimization and scalability will remain, but the main focus will shift more toward customer satisfaction improvements, the report concluded.

In a mature industry where best practices in contact center management are well-established, such improvements can be delivered through a truly transformational CX approach, according to the report.

Other key findings in the report include the following:

  • The customer experience services market is expected to reach $88 billion by 2022, growing at a compound annual rate of more than 5 percent;
  • Supplier consolidation is impacting most CX sectors;
  • Eliminating low-value interactions and enhancing the live agent support with technology are main investment areas;
  • CX transformation relies on digital-first technology, such as cloud-based platforms, natural language processing, analytics, robotic process automation, and machine learning, and new channels such as cognitive chatbots;
  • Cognitive chatbots are in early stages of deployment;
  • Organizations require revenue generation optimization through digital models, with heavy use of predictive analytics; and
  • Effective orchestration of a unified CX is a key differentiator.