ServiceNow: Digital customer experience will determine business success

Companies in Europe, the Middle East and Africa are beginning to invest in digital technology to improve direct services to customers, But lags behind American organizations in creating meaningful experiences to guide satisfaction and retention.Data from the end Ricerca ServiceNow.

This research involves 600 business leaders and C-level employees from all over the world, and aims to study the priorities, methods and performance of large companies (with a turnover of more than 500 million US dollars) Direct customer service.

The report uses a tailor-made matrix to calculate the company’s maturity for the customer experience, which is divided into three levels: beginner, intermediate and leader. A quarter of EMEA companies (25%) They are listed as “leaders” and are half of the United States, Accounting for 56% of organizations in this category. 44% of companies in Europe, the Middle East and Africa are at the intermediate level, while the beginner level is 31%.

Leading companies are more likely to report substantial returns on investment in customer experience by reaching their goals first.The common characteristics of these organizations are: rationalization and Speed ​​up the customer service process; Personalization of customer service and marketing: create intuitive and autonomous customer experience.

The moment you have to invest in technology Support and improve the customer experience process, There is a correlation between investment and the ability to collect innovative customer experience results.

Research shows that 68% of EMEA companies Customer experience management with digitalization and automation, And only 77% of American organizations. 78% of EMEA companies said they have integrated customer relationship management (CRM) systems into digital platforms, compared with 92% of US companies.

In any case, companies in Europe, the Middle East and Africa are showing encouraging signs in trying to close the gap. For example, compared with 32% in the US, 38% of companies are customizing customer service and marketing. Europe, Middle East and Africa (EMEA) companies have also made more investments in artificial intelligence and robotic process automation (RPA) In these categories, the European region is five percentage points higher than the US region (14% vs. 9%).

“Customer experience has always been important, but when we need to recover from the situation caused by the COVID-19 pandemic, the shift to digital experience will be even more important to the success of the business.” Italy. “Although millions of euros have been invested in digital conversion projects throughout the EMEA region, Most of them focus on the effectiveness of the background process. The top priority now is to develop and transform customer experience programs to put engagement, loyalty and a great experience at the forefront».

The research was commissioned by ServiceNow and conducted by ESI Thoughtla. It attracted 600 executives from 12 countries and 5 different markets. The countries involved are: Australia, Belgium, France, Germany, Japan, Ireland, New Zealand, the Netherlands, Singapore, Sweden, the United Kingdom and the United States. The affected markets are: Telecommunications, manufacturing, financial services, life sciences, public and healthcare.