The study, commissioned by omnichannel customer experience and contact centre solutions vendor, Genesys, highlighted that as businesses move towards creating an integrated channel environment, they are also beginning to shift their disparate systems into one single platform, with 67% listing improved use of analytics as a priority.

And, the key priority, ahead of other priorities, is the optimisation of existing channels for driving positive customer experiences. While the study also reveals that channel integration is regarded by business leaders as a top priority in their CX strategy, Genesys says they must first achieve efficiency through the optimisation of existing customer experience channels, technologies and data analytics. 

According to Genesys, the study reveals that in 12 months’ time, one in five, or 20%, of respondents are planning for the implementation of a single platform to manage all of their channels. The mobile channel is expected to have the biggest growth over the same period of time, with 66% of those surveyed stating its importance to an organisation’s channel strategy, therefore ensuring the mobile experience is optimised.

“We are seeing that Australasian organisations have started their journey to channel integration,” said Andrew Verrall, Business Consulting Manager, Genesys, Australia and New Zealand. “But importantly, they are developing a greater understanding of their customers’ unique CX needs and are now seeking the benefits of improved customer experiences through specific channels such as voice or mobile.”

The study, undertaken for Gensys by Fifth Quadrant, found that while 74% of respondents believe an integrated channel strategy is important to their business, 69% identified the need for their organisation to prioritise optimisation of existing customer interaction touchpoints prior to exploring integration.

Improving digital effectiveness (43%) was recognised as an area of channel optimisation that requires increased focus, followed by adoption of self-service procedures
(30%) and replacement or deployment of new technologies (26%).

“Interestingly, the strongest CX performers continue to be those that have progressed with integration,” said Verrall.

“We are seeing smaller sized businesses being more advanced in their CX developments as they have maintained a focus on known technological growth areas, such as
mobile and have a continuous goal of improving their knowledge around how these systems uniquely improve business efficiency.”

The Genesys study reveals that, along with resourcing issues (71%), constantly changing technological advancements (63%) and a lack of insight into
data analytics (57%) continue to act as barriers to full channel integration.

And, according to the study, Australasian businesses have now mapped a process of achieving effective integration and are now committing to greater investment
in CX by way of increasing technology budgets with an average of 36% increase planned over the next 12 months.

The majority of investment, says Verrall, will be placed on customer relationship management (44%), followed by data analytics (39% ) and call centre
technologies (25%).