Page 29 - Optus Future of Business Report 2013

28
optus Future of Business
Online bringing consumers
and businesses together
Organisations nearly
there, but work remains
Despite organisations being generally
happy with their online channels, nearly
a third still report challenges with their
legacy integration and other technology
restrictions. This is especially the case in
government (36%).
The biggest impediment to online’s
continued adoption is consumers’
preference for personal interaction,
with 24% citing an inability to talk
to a person as their chief concern.
Customers also say difficulties they
encounter are not being able to find the
right information (22%) and not being
able to carry out all the functions they
need. However, these concerns could
be overcome with existing technologies
such as online web chat, website
search functions and implementing
transaction functions to
back-end systems.
Organisations may choose to revise
and possibly streamline their websites,
to ensure that they meet customer
needs. They may also consider offering
tips to help customers complete their
transactions more easily, and reconsider
how customers navigate their sites.
“When we can offer a reverse
classroom system where the kids
can pre‑study the topic via online
lectures, demonstrations and
discussions and then attend school
in a tutorial capacity – then we will
be cutting edge.”
– IT and Business Manager, education provider
MOST CITED CHALLENGES OF USING ONLINE CHANNEL
– BUSINESSES
(%)
30 29 29
DIFFICULTIES DUE TO
TECHNOLOGY RESTRICTIONS
E.G. LEGACY SYSTEM INTEGRATION
DIFFICULTIES PROVIDING
CONSISTENT CUSTOMER
EXPERIENCE ACROSS CHANNELS
DIFFICULTIES INTEGRATING WITH
EXISTING CHANNELS E.G. SYSTEMS,
PROCESS, TRAINING
ONLINE
MOST CITED DIFFICULTIES/CONCERNS OF USING ONLINE
CHANNEL – CONSUMERS
(%)
24 22 14 13 17 15
I CAN'T
TALK TO
A PERSON
DIFFICULTY
FINDING THE
RIGHT INFORMATION
CAN'T CARRY
OUT ALL THE
FUNCTIONS
I NEED
IT TAKES
TOO LONG
TO GET A
RESPONSE
CONCERNED
ABOUT
SECURITY
WHEN
PROVIDING
PERSONAL
DETAILS
DIFFICULTY
FINDING THE
RIGHT
SUPPORT
FROM THE
ORGANISATION
ONLINE