Around 23% of US$1.6 billion that the businesses are expected to invest in digitalizing their operations in Spain this year will be spent on technology solutions that improve customer experience (CX), according to a joint study by Atento and research firm IDC.
Companies are increasingly deploying omnichannel platforms to gain a deeper insight into their customer behavior and boost sales, says the report, predicting that about 50% of retailers will have adopted an omnichannel commerce platform by the end of this year.
However, the research firm noted that the success or failure of an entrepreneur will be decided by the kind of technology he uses to improve customer experience.
“To be successful, enterprises should invest in platforms that integrate personalized omnichannel customer journeys endowed with the customer intelligence that will allow them to build their current and future service offerings,” suggests Isabel Tovar, a research analyst at IDC.
“Customer journey management and the impact of new technologies therein is crucial, as it paves the way for a clear competitive advantage for an organization.”
The report confirms that artificial intelligence (AI) is changing the way customer service is provided over the past years. “AI will be included in the whole customer journey,” says IDC, adding that 50% of customers will have an interaction with an AI-based bot by 2020.
A similar study by research firm Forrester says enterprises are doing everything they can to improve customer experience across the customer life cycle, and focusing on improving end-to-end customer experience rather than specific channels or journey stages.