Two thirds say tech 'not delivering stronger customer relationships'

New research has revealed that while 82 per cent of people think their organisations need to focus on increasing the humanity of customer interactions, only 41 per cent view the way their organisation is using automation as helpful.

Appian commissioned IDG to survey 1,200 employees across large organisations in the US and Europe, finding that 58 per cent of UK respondents thought the automation technologies used by their organisation were only 'somewhat effective' in providing all the data and context needed for a full picture of customers.

Just 38 per cent of UK respondents reported that their organisation’s use of technology has significantly increased the amount of time they can spend with customers, while 24 per cent use technology tools that empower them 'to a great extent' to address complex issues with creative problem-solving, or to change business processes on-the-fly.

Fewer than one third (32 per cent) of non-senior executive respondents felt their organisation’s technology was highly flexible in helping to solve customer problems - compared to 47 per cent of senior executive respondents.

When respondents were asked to identify the keys to deploying technologies that create positive human experiences, the most-cited responses were: enablement of a complete customer view (55 per cent); more flexible and adaptable apps and business processes (53 per cent); and accelerating delivery of new apps and enhancements (47 per cent).

The data also showed that commercial off-the-shelf (COTS) software applications don't provide the needed flexibility to adapt to customer issues on the fly, with 91 per cent of UK respondents indicating their organisation has experienced one or more negative impacts from the use of COTS software; such as added complexity and lack of flexibility.

Two thirds are currently using a chatbot to communicate with customers, with an additional 23 per cent planning to use one. However, 35 per cent of UK-based organisations currently using a chatbot reported seeing customer satisfaction increase 'to a great extent'.

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