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More investment in digital technology required to solidify pandemic gains

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(Image credit: Image Credit: Totojang1977 / Shutterstock)

The Covid-19 pandemic has expedited the digital plans of many UK businesses, who were forced to improve how they communicate with their customers via digital channels. 

However, many of the changes made in the past year were mostly short-term measures to ensure continuity. Now, to make sure these changes work for the long term, organizations will need to invest further.

This is according to a new report from the global software and services company, Macro 4. Polling 100 enterprise IT leaders, it not only found that most want to invest in digital communications further, but also that their customers are using these channels more than ever.

Almost two-thirds of the respondents (64 percent) said they had to make changes to handle greater volumes of interaction on their websites, social media and other digital channels.

Further investment in technology will not only improve customer communications, but customer experience as well. The report also found that four in ten anticipate benefits from increased personalization, with AI and automation expected to play a key role.

Finally, bringing all communications under one umbrella can create a more holistic experience for customers, the report concluded.

“CIOs with limited time and resources haven’t had the luxury of planning and implementing the most complete or perfect solution on day one," said Lynda Kershaw, Marketing Manager at Macro 4.

"Now they are seeking to minimize pandemic-induced ‘technical debt’ – the cost of reworking those quick fixes to their customer communications stack so that they work for the longer term."