Is your digital CX as efficient and inclusive as you think it is?

The CX Network Debrief is the LinkedIn Newsletter from CX Network. Each week we share our take on a key development in experience management, with links to CX Network resources that can inform, inspire and help your organization’s response.?

This week’s edition takes a look at the true reach of digital channel strategies. A study by Twilio has found that two-fifths of consumers in the UK find it more difficult to reach customer support than in the past, despite having an average of 3.5 channel options at their fingertips.

Few of those options were "phone-first". In the survey, 36 percent of brands offered chatbots as the primary contact channel, 12 percent email and seven percent offered in-app communication over the humble dog and bone.

Yet despite the promise of streamlined digital engagement, 55 percent of the consumers Twilio spoke to said they still don’t feel queries are dealt with efficiently. In short – that shiny new tech stack is not driving customer satisfaction in the way you may want it to.

In part this is down to channel mix. But that’s not to say that changing your fortunes requires another seismic shift in your omnichannel customer communication strategy.

These figures show there is low hanging fruit that can move the needle on engagement. For example, only three percent of the surveyed brands offered WhatsApp as an engagement option, meaning 97 percent of those studied are yet to meet their customers on one of the world’s most used messaging apps.

But there is another part of the channel mix that requires attention and it concerns inclusivity in CX and UX – one incredibly important area where CX is failing many consumers.

Only five percent of the brands in this study offered British Sign Language-enabled calls for deaf customers in a country where one in five adults is deaf or hard of hearing. Globally, 16 percent of the population has some form of disability, but when was the last time you saw a sign language option alongside a brand’s social media channel links? With video support now becoming the norm, such levels of accessibility should become standard.

As you consider the implications of this in your organization, here are three reads on transforming customer engagement – for all customers.

Here’s something to inform you…

Here’s something to inspire you…

Here is something to help you…

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