New research from Aspect Software and the Cloud Industry Forum has revealed that most organisations are aware of the vast potential of cloud services in enhancing the customer experience (CX), with 94 per of respondents stating that cloud has an important role to play. Despite this widespread recognition, adoption of cloud technology for customer engagement remains low overall, with businesses needing to do more to secure the boost to competitive advantage that cloud can bring.
The findings of the research are in Aspect’s Clear Skies for Customer Service report, which surveyed 100 C-suite decision-makers in both IT and non-IT roles, from organisations with over 1,000 employees across multiple sectors. Despite almost unanimous agreement about the importance of cloud in improving customer engagement and driving the overall customer experience, many organisations are failing to take full advantage of the technology, with only 37 per cent of IT leaders saying that their organisation currently uses a cloud-based system. This points to a clear disparity between an awareness of cloud’s benefits and attempts to bring the technology into effect.
Commenting on the findings, Stephen Ball, Senior VP Europe & Africa, Aspect Software said:
“The evolution of digital technologies has completely changed how consumers are engaging with companies, whether they are purchasing a product or service, making an enquiry or requesting live help and support."
"The research reveals that although organisations are aware of the potential for cloud to bring greater efficiency and a more joined-up customer experience, there is still a lot of work to be done in order to bridge this gap between perceptions and actually having the technology in place.”
When it comes to planning for the introduction of cloud, just 26 per cent of IT decision-makers envisage the arrival of new cloud-based solutions over the next year. However, for those outside the IT department, this figure stands at 78 per cent. For Ball, this difference in viewpoint underlines a need for more effective communication and collaboration between C-suite executives across the business, so that any barriers to cloud implementation can be overcome.