The majority of CX leaders have not started a multichannel initiative despite topping 2022 concerns
Multichannel strategy, employee experience, and capitalizing on pandemic-era digital investments stand out as top targets for CX executives to differentiate and drive brand loyalty in 2023
Philadelphia, PA, March 29, 2023 – According to the recent 2022 CX Leaders Trends & Insights: Corporate Edition report sponsored by ACT (Advanced Call Center Technologies, LLC), a total experience (TX) innovator and 100% employee-owned customer experience (CX) leader, only 28% of CX leaders believe they provide a seamless, consistent, easy experience when customers transition between different channels and solutions. Of those same respondents, 39% have no cross-channel initiatives started, which is a decline from 35% a year ago.
Dedicated to the experiences and opinions of corporate CX practitioners, the 2022 CX Leaders Trends & Insights report captures the insights and input of 111 senior CX leaders. The results of the report indicate that CX teams stand at a key inflection point for multichannel success, as the majority cannot claim a consistent or easy experience when customers are “channel hopping” or “channel transitioning.”
In comparison, consumers in 2022 said the #1 most frustrating aspect of resolving a customer care issue was “difficulty in reaching a live person,” far outpacing all other options in the survey. In contrast, the majority of CX leaders believe the most frustrating aspect for customers is that the “process takes too long,” with reaching a live agent in a distant third.
“If the past three years have been about doubling down on digital platforms and UX investments, then it’s clear that 2023 is about unlocking more measurable value from those investments by focusing on multichannel, employee experience and, most importantly, the total experience,” said Trace Anderman, Chief Sales Officer at ACT. “This is truly an unprecedented chance for CX leaders to ensure that digital enables both customers and employees.”
These insights from the report indicate that Total Experience factors like multichannel strategy, employee experience, and end-to-end CX technologies are top areas that require attention in 2023:
- 78% are not comparing single-channel journeys to multichannel journeys, and that number hasn’t moved since 2021
- 89% of CX leaders feel they “excel” in at least one customer touchpoint, while only 28% believe they provide a seamless, consistent, easy experience when customers transition between different channels and solutions
- Only 31% are satisfied with their CX technology stack, and “Legacy systems, processes and tools” were the #1 challenge for CX operations
ACT has seen a dramatic increase in demand for solutions driven around its Total Experience Formula™ and portfolio of solutions. The Total Experience Formula™ (TX = CX+EX+MX+DX+UX) is a unified and transformative end-to-end experience model that takes into account every touchpoint across a company’s brand and all stakeholders involved – customers, employees, and users across all digital channels and platforms.
“The past few years have been among the most intensive periods of digital investment in history. That’s been great for things like UX, but as we see across the industry, multichannel visibility and the employee experience that depends on it are almost entirely overlooked,” said Hunter Croft, CEO at ACT. “That means the winners of this next phase are going to be the ones who can do the best job of integrating, measuring, inspecting. and understanding the total experience. That’s why the Total Experience Formula™ has been so important to our customers.”
At ACT, we believe the employee experience is one of the most untapped opportunities to impact customer experience. We are 100% employee-owned, which means all employees have a path to owning shares in our company. Employee ownership means our employees’ motivation is aligned to our clients’ success. We are one of less than 7,000 employee-owned companies (ESOPs) in the world – none of our competitors offer this unique differentiator.
About ACT (Advanced Call Center Technologies)
ACT is a U.S.-based business process outsourcing provider and global leader in customer care. Our approach is founded on a winning formula – that the best solutions integrate Employee Experience (EX) + Customer Experience (CX) + User Experience (UX) + Digital Experience (DX) + Multi-experience (MX) for an outstanding Total Experience (TX) overall. As a 100% employee-owned company, we have placed Employee Experience at the center of our business strategy because we know that engaged employees ensure the best customer outcomes. As shareholders in the business, our Employee Owners have a personal interest in delivering value to our clients, and their motivations are uniquely aligned to our clients’ success.
We have more than 25 years’ experience helping our partners drive growth and brand loyalty by providing amazing experiences across every touchpoint and channel of the customer journey. We serve many of the world’s top companies spanning a wide range of verticals, including numerous Fortune 50 clients. We offer a broad range of leading-edge technologies and custom solutions tailored to your business needs to make every unique customer connection count.