Digital engagement with consumers will increase in 2121, as it has in 2020, according to a survey of 691 CTOs, CIOs and technology executives by Okta and HMG Strategy.
Of that group, 84% agree that COVID-19 has accelerated the shift to digital, 24% say it has sped up by a dramatic degree and 24% say it has done so moderately. And 46% say the pandemic has accelerated digital programs already in place.
Moreover, 76% claim their interactions with customers are strong, while 41% say the interactions are very much so and 35% describe them as fair.
Overall, 47% say they deliver exceptional customer experiences. But 53% admit they are constrained by a barrier.
For instance, 21% acknowledge that they fail to deliver seamless omnichannel customer experiences like easily moving from one channel to another—i.e., from website to chat.
In addition, 18% say they have difficulty acting on customer feedback and data, whether behavioral or transactional.
And 9% said they lack customer experience capabilities, while 5% are simply not customer focused.
Asked for their biggest operational or technical issues, the respondents listed the following:
Another 23% of respondents said they also face integration issues.