The Digital Divide
Few companies are actually succeeding in delivering great digital customer experiences – and reaping the huge potential rewards. Why? The problem lies within a vast digital divide between consumers and companies. The answer lies in effective Digital Customer Experience (DCX) that effectively connects you with your customers.
The Key Takeaways
Did you know 80% of consumers are willing to pay for a better experience? Providing a seamless Digital Customer Experience is a top priority. Here are some of the most important takeaways from the research we’ve conducted to make sure you’re able to provide the right experience for your customers.
THE REAL VALUE OF DCX – 80% OF CONSUMERS WILLING TO PAY FOR A BETTER EXPERIENCE?
You can reap significant rewards when you do DCX. Most businesses are well aware of this – but customers’ willingness to spend much more to attain a great experience suggests that something isn’t quite right.
Digital customer experience drives consumer spending at both a sector and geographic level.
Our research found that over 80% of consumers are willing to pay for a better experience. This holds broadly true across sectors and countries, with around 1 in 10 consumers (9%) actually willing to increase their spending by more than half.
So how do you tap into this opportunity? How do you even know where you stand with your DCX efforts? To establish the relationship between an organization’s DCX and the benefits that accrue from customer experience, we developed our DCX Index. This essentially scores the maturity of your DCX. The more DCX practices an organization adopts, the higher the index – and our research shows a clear link between better DCX and value return.
DIGITAL DYNAMOS OR DISAPPOINTMENTS? THE NUMBERS SHOW A HUGE CUSTOMER DISCONNECT AND DISAPPOINTMENT
We’ve found that organizations and consumers are miles apart on customer experience. This is evident through:
– A major gap between consumers and companies on customer-centricity
– A clear signal from consumers that they feel their voices are not heard and their loyalty is not rewarded
Mind the gap and bring real customer centricity
We found that while 75% of organizations believe themselves to be customer-centric, only 30% of consumers agreed – that’s a 35% gap. Utilities are particularly out of sync. We found that 79% of utilities believe they are customer-centric, but only a third of consumers agree. Regionally, only companies in APAC can claim to be in tune with their consumers.
Listening is a big part of DCX
Geographically speaking, the USA and the UK are most out of sync. While 81% of firms in UK and USA believe that they are customer centric, only 40% of consumers agree. Customers in these countries also rank companies lower on many of key customer considerations. More alarmingly, only 26% of consumers in the UK believe that companies listen and understand their needs, while in the US; this figure sits at 31%.
ARE YOU REALLY LISTENING TO YOUR CUSTOMERS? CONSUMERS WANT TO FEEL HEARD AND HAVE THEIR LOYALTY REWARDED
Consumers do not want to be passive users – they want their voices heard and their loyalty rewarded.
In most industries we surveyed, less than half of consumers believe their organization provides a better customer experience than the competition. Additionally, only 34% and 37% of USA and UK consumers, respectively, believe that companies reward them for loyalty.
DCX BEST PRACTICES – CREATING A MAP THAT CONNECTS YOU AT EVERY KEY STAGE OF YOUR RELATIONSHIP LIFECYCLE
Organizations across industries face a stream of challenges in formulating and executing customer experience strategies. Mapping and connecting the goals of the customer and the brand at key points in the relationship lifecycle is key to overcoming these challenges.
These challenges range from a lack of DCX budgets, ownership responsibility, omni-channel training, IT-business coordination and governance models.
The key to a differentiated customer experience is about mapping and connecting the goals of the customer with the brand at key points in the relationship lifecycle. This begins when the customer builds awareness of the market offer and continues on to a point where they are willing to recommend the product. When practices and processes are in place at critical stages of the lifecycle, a consumer will advance from awareness and proceed, eventually, to advocacy.
THE KEY TO DIFFERENTIATING YOUR DCX – THE CONNECTIONS THAT PUT YOUR CUSTOMERS AT THE HEART OF YOUR BUSINESS
Your operations need to align with your customers’ experiences, but how do you decide which experiences matter and where to begin?
We believe that customer experience is about creating five key connections. These are both external – with customers – and internal – with the various units and functions within your organization.
The key to developing these connections lies within building core DCX capabilities. These capabilities are essential to connect with the ever-changing needs of your customers in a way that delivers value at speed for both your business and your consumers.
DCX AT CAPGEMINI
Capgemini DCX meaningfully connects you to your customers and consumers by better connecting and aligning your data, your systems, your enabling processes, your partner ecosystem and your people to create extraordinary mutual value. We partner with you to make the right connections across the whole of your enterprise so that you can create experiences that deliver rapid and sustainable value for your customers and your company. For Capgemini credentials and client success stories, please click here.
How we deliver value at speed
Operating where data, design and technology intersect
We understand what makes a great digital customer experience. It’s why our proposition reaches both broadly into the customer environment and deeply into the enterprise.
Collaborating to deliver value for you and your customers
We believe it is vital to work in collaboration with you to craft the right connections across the entirety of your organization and your partner ecosystem. This guarantees that you will create sustainable value for your customers and your business.
Rigorous methodologies and an adaptive process
Our experience and expertise is underpinned by a suite of proven tools, accelerators and methodologies which, when paired with our highly adaptive process, ensure we can meet the specific DCX needs of your business.
Deep ecosystem relationships
We have strategically aligned (and co-created with) class-leading partners to accelerate our collective impact.
Our sector focus keeps us closely attuned to the industries we serve. We further believe that the real magic happens at the intersection of sector and discipline expertise.
A commitment to DCX
Our teams are broken down into tightly coupled capabilities to get the dual benefit of specialization and collaboration in the pursuit of sustainable competitive advantage for our clients.