In September 2024, CCW Digital conducted a survey to analyse challenges, opportunities, and priorities within the field of customer experience.
The study engaged leaders across multiple business areas, including contact centres, marketing, information technology, and operations, representing various industry sectors and company sizes. The survey offers insight into the evolving landscape of omnichannel experiences, particularly around customer journey optimisation and the integration of digital and in-person interactions.
Key Insights into Omnichannel Priorities
A primary finding from the survey revealed that while “being available everywhere” remains important, 40% of respondents believe that establishing well-connected touchpoints across channels is more critical. Around 20% prioritised availability across all channels, while 35% felt both elements held equal significance. This insight indicates a growing awareness of the need to harmonise communication touchpoints rather than merely expanding platform availability.
Customer autonomy and channel transparency were also highlighted, with 60% of contact centre leaders agreeing that brands should offer a full list of channels and allow customers to choose their preferred interaction points. Leaders appear to be recognising the importance of empowering customers to control their journey, which can lead to more effective engagement and stronger customer satisfaction.
The Role of Data Harmonisation and Intelligent Routing
The survey highlighted that most companies are looking to optimise customer journeys through intelligent routing and data harmonisation. This trend reflects a shift towards ensuring that customer data can move seamlessly between departments and across various touchpoints. Intelligent routing helps direct customers to the most relevant resources, while data harmonisation creates a unified experience regardless of where interactions begin.
Although businesses acknowledge the value of “serving customers on their own terms,” some still recognise the benefits of “right-channeling” to guide customer interactions in certain scenarios. This approach allows companies to balance customer autonomy with efficient routing, ultimately creating a structured yet flexible journey.
Addressing the Fragmented Customer Journey
Despite more than a decade of discussions around creating cohesive, end-to-end journeys, customer experience and contact centre operations remain largely fragmented. This lack of integration across touchpoints creates a disjointed experience for customers, which can detract from satisfaction and loyalty, especially as consumer expectations grow.
As new channels emerge and consumer preferences shift, the risks and costs associated with disconnected customer journeys are expected to increase. Brands unable to adapt may face a widening gap between customer expectations and service capabilities, potentially leading to higher churn rates and decreased brand loyalty.
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