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Digital transformation success relies on customer experience

(Image credit: Image source: Shutterstock/Jirsak)

Organisations that focus their digital transformation efforts on improving customer experience (opens in new tab) (CX) and employee productivity have the highest growth from a profit and revenue perspective according to new research from Avaya and IDC. 

The new report “Digital Transformation: The Key to Getting it Right (opens in new tab)”, was unveiled at Experience Avaya Manchester and highlighted the need for businesses to focus their transformation efforts on employee productivity and efficiency to drive better customer experiences.

The report found that a digital transformation (opens in new tab) strategy that supports employees provides a solid foundation for organisations to improve their CX.  Employee productivity is often considered a prerequisite for CX since informed employees that are satisfied at their jobs equal a better customer experience. 

While many organisations focus on transforming how their front office operates in regard to CX, it is often the case that CX is only as good as the back office and internal processes supporting it.  According to Avaya's report, many organisations are still struggling to get their back office processes right with 42 percent of consumer issuers or transactions not resolved on first contact. 

Consumers consider 'timely delivery' as the third most important factor in the buying process though less than a third of organisations (28%) think they're doing a good job integrating back office functions with the front office. 

Solutions Marketing Director at Avaya, Natalie Keightley (opens in new tab) provided further insight on the result of the research, saying: 

“What is evident from this research is that a positive CX is really dependent on first having a positive employee experience. And the key to addressing that revolves around embedding communications into the organisation, and having it provide a solid core for organisations to extend CX across their business processes. The issue we’re seeing is that digital transformation projects are mostly seen as just IT transformation projects. Yet when it comes to the digital transformation of business communications, IT and the lines-of-business need to share the ownership of the initiatives to ensure that the value of the transformation is full realized from employee experience all the way out to the customer experience.”  

Image Credit: Jirsak / Shutterstock  

Anthony Spadafora
Anthony Spadafora

After getting his start at ITProPortal and then working with the TechRadar Pro team for the last several years, Anthony is now the security and networking editor at Tom’s Guide where he covers everything from data breaches to how to cover your whole home or business with Wi-Fi. When not writing, you can find him tinkering with PCs and game consoles, managing cables and upgrading his smart home.