Page 11 - Optus Future of Business Report 2013

10
optus Future of Business
The evolving multi-channel organisation
Industries at different
stages of the multi-
channel journey
Channel adoption rates vary by
industry, with business-to-consumer
organisations leading the way.
For instance, financial services
and hospitality showed the highest
uptake in digital channels to engage
customers. Utilities and other
business-to-business organisations
are not as far down the road with
digital channels.
In online, finance and insurance
businesses and education and training
providers exhibit above-average
use of this channel. Manufacturing
(70%) and utilities (77%) appear
to be furthest behind in their move
to provide websites. In three to
five years, all hospitality providers
surveyed plan to be online, followed
by financial services and insurance
(98%) and government (97%).
In mobile, financial services and
insurance providers lead the charge
with 62% of organisations using this
channel to interact with customers,
followed by hospitality with 53%.
In three to five years, these three
industries will continue to lead in
mobile channel use, along with retail
and government. Business-to-business
organisations such as manufacturing
and utilities use the mobile channel
the least, but plan to reduce the gap
with business-to-consumer industries.
In social media, business-to-
consumer industries such as
hospitality took the lead with 89%
providing the channel, followed by
retail (69%). Business-to-business
organisations such as utilities and
manufacturing were less involved
in social channels. In three to five
years, financial services and insurance
providers (89%) and government
(83%) plan to join the leaders.
MATURITY OF DIGITAL CHANNELS
(%)
33
14
9
61 3
1 1
58 8 7
44
10 2
11 13 16 7
FULLY
DEVELOPED
AND
OPERATIONAL
OPERATIONAL
BUT COULD
BE IMPROVED
UNDER
DEVELOPMENT PLANNING
TO DEVELOP CURRENTLY
CONSIDERING DON’T
KNOW
ONLINE
SOCIAL MEDIA
MOBILE
Although organisations are eager
to engage customers through
digital channels, most are
yet to fully develop and make
them operational. Only 33% of
organisations said their online channel
was fully developed and operational,
while 14% and 9% said this was the
case for social media and mobile
respectively.
Digital has added to the options
for organisations to connect with
customers but hasn’t removed
their desire for an over-the-counter
experience. More than three quarters
(77%) of organisations will offer bricks
and mortar in three to five years,
especially in retail and hospitality
industries. The financial services
and insurance sector expects the
strongest growth, up from 53% to
70% in three to five years.
The contact centre will also
experience a renaissance to engage
customers. For instance, 56% of
organisations have contact centres
but this is expected to rise to 66%
in three to five years.
Financial services and hospitality
showed the highest uptake in digital
channels to engage customers.
of organisations said their
online channel was fully
developed and operational
33%
ONLY