A study from Avaya, a global provider of business collaboration and communications solutions and services, investigates the emphasis companies are putting on customer experience management (CEM) and finds that increasingly high expectations are creating a business environment where the majority of organizations are struggling to keep up. While CEM programs are being undertaken on a global scale by businesses of all sizes, the Avaya survey found that in India, 72% of the businesses have a CEM solution far better than the average of 59% globally but behind the 84% of businesses in China which have a solution in place.
Globally, 81 percent of those who have seen a significant increase in profits have a CEM program in place, compared to those who have seen profits remain static (46%) or suffered a decrease in profits (35%). Companies see the biggest improvements in customer satisfaction, loyalty, retention and repeat purchasing, which the survey finds is largely attributed to the fact that 88 percent of customers, globally would rather spend their money with companies that make it easy for them to buy.
In comparison, India respondents felt the strongest about the importance of CEM in organizations with 75 percent of business managers in India describing CEM as extremely important, followed by Mexico (67%),the US (59%) and Brazil (59%).
“A majority of businesses acknowledge the need for a comprehensive CEM program, but somehow fail to deliver on what it takes to implement one. The gap in India is quite wide as 80% of customers expect to be treated as unique whereas only 49% of companies deliver on this aspect.
Breaking down functional silos, tapping the expertise of internal and external resources and investing in technologies that bring customers and employees closer together will help put companies on the path to success,” said Johnson Varkey, Director, Contact Center Sales, India and SAARC, Avaya.