Why technology alone isn’t enough to bridge the customer expectation gap

Way back in 2005, Bain and Co found that 80% of CEOs believed they were delivering a superior experience … but only 8% of customers agreed. ​

That was a wakeup call for many organizations that considered themselves to be customer centric. This humbling realization kicked off nearly two decades of significant technology investment aimed at elevating CX (customer experience) delivery. ​

Fast forward to today and many organizations still aren’t seeing the customer experience benefits they expected from their technology investments. The 2024 edition of the Forrester Customer Experience Index, found average customer experience quality in the U.S. sits at an all-time low. 

What’s happening? 

Technology alone can’t create exceptional customer experiences. It takes CX strategy to envision, design, and build the experiences customers want. In addition, it takes engineering expertise to connect point solutions and extract the value from technology platforms. 

To help explain why technology adoption alone won’t bridge the customer experience gap, we’ve turned to two TTEC Digital subject matter experts. In the videos below, you’ll hear from Tom Lewis and Dave Murashige as they share why organizations need to go beyond technology adoption to create exceptional CX.

Taking a customer-first approach to technology

Tom Lewis, SVP of Consulting at TTEC Digital, discusses the chasm between the investments companies are making in customer experience (CX), and the expectations customers have for frictionless, exceptional experiences — as well as how TTEC Digital helps clients close that gap.

“It’s not so much around picking the right technology, but leveraging technology that will get the job done with the proper user design and customer experience.”

Crafting a connected unified system for CX

Dave Murashige, Global Leader of Software Development for TTEC Digital, shares how thinking about your customer experience (CX) tech stack as one unified system can lead to better CX outcomes, and how TTEC Digital’s software and digital engineering team enables clients to do this successfully.

“… you get a full picture of your customer – the importance of them to you, the value of them over the life of that contract, how many different opportunities you have to work with them, and what are the ways that you can improve their customer experience?"

CX transformation unlocked

The customer journey is complex – especially in today’s digital and AI-enabled world. To be successful, CX initiatives must lead with strategy, enabling synergies between key technologies like CRM, contact center, and AI and analytics, while also leveraging digital engineering expertise to execute on their vision.

If you need help making sense of the CX complexity, TTEC Digital can help. Contact us today.  

If you missed part I in this blog series, check it out here.