Amsterdam—— More and more companies in Europe, the Middle East, and Africa are investing in key digital technologies to improve customer service, but are lagging behind American companies in creating meaningful experiences that can bring satisfaction and loyalty. This is based on research conducted by ServiceNow (NYSE: NOW), a leading digital workflow company dedicated to making people’s jobs work better.
Commissioned by Servicenow, ESI Thoughtlab conducted a global survey of 600 business leaders and C-level executives, including 315 executives from Europe, surveying the customer service priorities of large companies with at least $500 million in revenue. Strategy and performance are distributed in five departments and twelve countries.
CX leaders see higher returns
The survey uses a custom matrix to calculate the company’s ranking in the “Customer Experience Maturity Level”, including junior, intermediate, or leader.
A quarter of EMEA organizations are eligible to be leaders, compared with 56% of American organizations. 44% of European organizations are in “average” status and 31% are in “beginner” status.
Companies that receive Leadership ratings may report substantial returns on their customer experience investments, thereby making greater progress in achieving customer experience goals. Common characteristics and activities of leaders include:
- Simplify and accelerate customer service processes
- Personalization of service and marketing
- Create an intuitive self-service customer experience
The importance of investing in the right technology
There is a link between investing in the right technology to improve the customer experience process and reaping the benefits of creating a superior customer experience. The survey shows that 68% of EMEA organizations have implemented digital and automated customer service (CX) management. In the United States, this is 77% of organizations. 78% of respondents said they have integrated CRM systems into their digital enterprise platforms, compared with 92% in the US.
Nevertheless, EMEA organizations appear to be closing the investment and maturity gap. For example, 38% of organizations are now personalizing customer service and marketing, compared to 32% in the United States. European organizations are also increasing investment in artificial intelligence and robotic process automation (RPA); 14%, compared with 9% in the United States.
Steve Harding, vice president of CSM for ServiceNow Europe, Middle East and Africa, said: “Customer experience has always been important, but as the world slowly recovers from the COVID-19 pandemic, digital experience is becoming more and more important to business success.” Although millions of dollars have been invested in digital transformation throughout Europe, the Middle East, and Africa, most of them are focused on improving back-office efficiency rather than improving customer experience. Now it is the EMEA organization that prioritizes customer service and begins to develop engagement It’s time for a digital customer experience program with loyalty, loyalty and outstanding experience at its core.”
Research methodology
ServiceNow and its research partner ESI Thoughtlab surveyed 600 executives to understand their company’s progress in achieving various innovation goals. Respondents came from twelve countries and were distributed in five departments. Positions include chief executive officer, chief operating officer, chief information officer, chief human resources officer and director.
Countries surveyed: The Netherlands, the United States, the United Kingdom, Australia, Belgium, France, Germany, Japan, New Zealand, Ireland, Sweden, and Singapore.
Industries studied: telecommunications, manufacturing, financial services, life sciences, public sector, and healthcare.
About current service
ServiceNow (NYSE: NOW) is building a world of work to work better for people. Our cloud-based platform and solutions provide digital workflows to create outstanding experiences and release productivity for employees and businesses. For more information, please visit: www.servicenow.com.
© 2020 ServiceNow, Inc. All rights reserved. ServiceNow, the ServiceNow logo, Now and other ServiceNow logos are trademarks and/or registered trademarks of ServiceNow, Inc. in the United States and/or other countries. Other company names, product names and logos may be the trademarks of the respective companies with which they are associated.
This article is a submitted message and is not the responsibility of the editor.
#Digital #customer #experience #COVID19 #critical #business #success
More from Source