Page 10 - Optus Future of Business Report 2013

9
optus Future of Business
The evolving multi-channel organisation
Our research shows Australian
businesses and government
organisations are adopting multi-
channel strategies to engage and
service their customers, prioritising
future investment in new digital
channels but still strengthening their
traditional contact centres and bricks
and mortars presences.
A growing number of organisations
see themselves interacting with
their customers more often through
digital channels such as social
media and mobile apps. With their
online presences now relatively
mature, organisations are increasing
their focus on these new digital
areas in a bid to improve customer
experience through the channels
demanded by consumers.
Over the next three to five years,
organisations expect to increase
investment in digital channels, with
87% prioritising online, followed by
social (70%) and mobile (69%).
However, finding the right mix of
mature and emerging channels for
a consistent customer experience is
proving a challenge for organisations
seeking to prioritise their activities,
maximise return on investment and
best serve their customers.
Ultimately, the goal is to provide a
compelling, consistent customer
experience across all the channels
in which the organisation engages.
In the near future, this may mean
that an action a consumer starts
in one channel will be progressed
and fulfilled in another.
A growing number of organisations
see themselves interacting with
their customers more often through
digital channels such as social media
and mobile apps.
of businesses surveyed have a
website to engage customers91%
CHANNELS USED TO
ENGAGE CUSTOMERS
(%)
3–5 YRS
91
ONLINE
96
NOW
NOW
3–5 YRS
SOCIAL MEDIA
62 86
NOW 3–5 YRS
MOBILE
46 82
NOW 3–5 YRS
BRICKS AND MORTAR
73 77
NOW 3–5 YRS
CONTACT CENTRE
56 66
OVERALL PRIORITY OF CHANNEL INVESTMENT
3–5 YRS (%)
87 70 69 56 42 15
ONLINE BRICKS AND
MORTAR SOCIAL
MEDIA CONTACT
CENTRE DON’T
KNOW MOBILE
Organisations see
strongest growth in
digital channels with use
of mobile set to double
Our research shows that most
organisations are eager to move to
the next stage of the digital journey.
Today, 91% of businesses surveyed have
a website to engage customers, which
will rise to 96% in three to five years.
Organisations engaging customers
over their mobile devices will nearly
double from 46% today to 82% in three
to five years. At the same time, 86%
of organisations expect to use social
media in the future, up from 62% today.