We know that the quality of customer experience is now a key differentiator and a driver of brand loyalty. If anything, the pandemic has amplified this trend. In the tech sector, 28% of companies described their CX maturity as ‘very advanced’ compared to 17% in other industries. However, almost half of the companies we surveyed admitted they still had work to do in this area. To achieve great CX, companies must continue to improve data quality and customer insights. When we asked tech firms about their priorities for 2021, three things were mentioned again and again: Improving digital capabilities and skills of their marketing teams, using AI to improve operational efficiency, and creating a single view of the customer. One of the common barriers to achieving this final goal is siloed business functions. In some cases, departments are either unwilling or unable to share the data necessary to achieve a unified view – and that’s holding many firms back.
Our top recommendation for 2021:
The number of cyber-attacks on cloud servers increased by 600% between January and April 2020. As companies gather more data to improve CX, the industry needs to address these immediate security threats.