Digital channels must be expanded
The Corona crisis caused a digitalization push that will put the focus on customer experience for Swiss SMEs in 2021. The current CEX Study 2020 of the HWZ, which has been conducted annually since 2017 in collaboration with the consulting firm nexa Consulting, confirms this: Many SMEs are particularly challenged to expand digital channels.
Companies are theoretically aware of the importance of data collection, but find the practical quality and quantity of their data insufficient. In addition to product innovation and development, data mining has a central position in relation to the targeted optimization of the customer experience in 2021. This is highlighted by the CEX study conducted regularly by the HWZ since 2017, which examines the status of the topic of customer experience in Swiss companies.
Importance of customer experience increasingly recognized
"Customer experience is now recognized by all companies as a key success factor with rapidly growing importance," emphasizes Prof. Dr. Michael Grund, Head of the Department of Marketing and Business Communications at the HWZ. 65% of the 229 participants from German- and French-speaking Switzerland who were surveyed in the study between June 29 and September 30 believe that the topic of customer experience has become significantly more important in their company compared to the previous year. The area that has developed the most during the Corona crisis is digitization, which is increasingly closely linked to customer experience. Eight out of ten companies consider customer experience to be very important, and the trend is rising.
Investment in digital channels necessary
"Vision and leadership" are important aspects for almost 60% when it comes to future-oriented improvement potential. Two-thirds of the companies surveyed plan to invest in customer experience in 2021. The three biggest challenges in German- and French-speaking Switzerland are: lack of IT solutions, lack of processes and competencies, and a transformation of the conservatively perceived corporate culture that is only just beginning.
Three focal points for 2021
Key aspects for 2021 on which the companies intend to focus mainly are as follows:
- Optimize digital channels: It should be possible to offer a homogeneous customer experience across all channels. The Corona crisis has massively reinforced this prioritization. Most companies plan to stabilize or increase their budgets for customer experience in 2021.
- Innovation and further development of products and services: Customer needs and wishes must be incorporated even more clearly, quickly and agilely into the development of new services and products.
- Analysis and knowledge of customer requirements: Collected customer data must be interpreted in a target group-specific manner and quickly incorporated into the development of services and products (customer management/after sales).
Maturity level still far from top values
The implementation of this study is the result of a close collaboration between the HWZ Hochschule für Wirtschaft in Zurich and nexa Consulting. Compared to previous years, the study authors note that much consistency is evident despite the Corona pandemic. "As in previous years, most companies assume that the importance of the topic of customer experience will continue to increase," the study states. And the authors go on to write: "And also as before, most companies are of the opinion that their own efforts are also visibly and noticeably received or perceived by their customers. However, the self-assessment of the maturity level in terms of customer experience is still far from top values - this is also a parallel to previous years."
Source and further information: www.fh-hwz.ch
