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Exploring the current state of customer experience

Published on 08 Jun 2020

We live in a time of fast-paced digital transformation, where customer experience trumps product and price. This means organizations have to focus on providing a great customer experience (CX) if they want to achieve success and competitiveness in this dynamic digital era. 

We have selected three articles that explore customer experience, specifically trends, predictions and the role of communications in the customer experience era.

We have also included input by customer experience guru Brent Haumann, who gives advice on how organizations can get their digital communication to the point where it’s a powerful driver of exceptional customer experience.

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Customer Experience Benchmark Report 2020

Today’s dynamic, digital environment is constantly driving change in the realm of customer experience (CX). So, it is vital that organizations have an effective CX strategy to meet the expectations of today’s digitally-savvy consumers.

This insightful customer experience benchmark report by Dimension Data reveals the key customer experience trends for 2020. 

The findings of the report indicate that ‘ease of resolution’ is still the most vital factor in ensuring customer satisfaction. This stresses the importance of connecting with customers based on their expectations and preferred channels of engagement. 

Get the report to read more about how organizations can deliver ‘effortless and seamless customer journeys,’ namely:  lead with strategy; understand customers; personalize experiences; engage through omnichannel; automate intelligence and optimize performance.


  • Publisher: Dimension data
  • Access: Report (registration required)
  • Download: PDF

Predictions 2020

This is a complimentary online event from Forrester, in which a number of the thought leaders share their insight and predictions on what changes are expected to shape the business landscape in 2020.

There was a big emphasis on ‘change’ and as we know, 2020 has undoubtedly been a year of significant change, but the immensity thereof could certainly not have been predicted. Nor the extent of the disruptive consequences for both consumers and businesses alike.

However, the points are still relevant, as well as advice on how to adapt and capitalize on the predictions to ensure growth and market competitiveness.  Watch the webinar or get the guide to learn:

  1. -How evolving consumer needs and expectations will shape the approach to brands and technology.
  2. -Why the race to monetize CX will lead to triumph for some firms and disaster for others.
  3. -How firms are balancing the growing importance of an enterprise data strategy to address rising security threats and privacy-aware consumers.


  • Publisher: Forrester
  • Access: Register (to watch the webinar and get the guide)
  • Download: Guide

Business Communication In The Customer Experience Era

According to research by Forrester Consulting, companies that prioritize customer experience enjoy “1.6x higher brand awareness, 1.5x higher employee satisfaction, 1.9x higher average order value, 1.7x higher customer retention, 1.9x return on spend, and 1.6x higher customer satisfaction rates.”

We are certainly living in the ‘age of the customer,’ so to remain competitive, organizations have to prioritize customer experience over product.

It is noted that ‘communication is at the core of great customer experience’ and that a customer experience strategy is futile if effective business communication isn’t achieved.

The author discusses four points on how excellent business communication can be achieved, namely: by leveraging data, personalizing communications, aligning teams and requesting feedback.

Improving customer experience at scale can be challenging, especially for companies with limited staff and resources and those that haven’t focused on this area before. Read further to discover three ways companies can deliver exceptional customer experience at scale.


  • Publisher: Forbes
  • Access: Public
  • Download: None

A comment from our digital communication expert, Brent Haumannn

(taken from an article originally published on Document Media):

Getting your organization’s digital communication to the point where it’s a powerful driver of customer experience is by no means easy. But, you have to start somewhere…

  • Map your key customer journeys to understand the ‘moments that matter’
  • Use data to create relevant, hyper-personalized content that starts conversations
  • Allow customers to engage using the channels they prefer
  • Keep processes as simple and frictionless as possible
  • Create trust through consistency and security

Building great customer experiences takes time. Get it right, however, and your customers will reward you with loyalty.

Brent Haumann

Managing Director, Africa