UK companies struggle to provide good omnichannel CX

A lack of internal omnichannel practices is preventing UK companies from delivering quality CX, according to research. The report, The Danger of Digital: Why digital self-service without true omnichannel strategies risks the entire customer experience, found many organizations skip operational planning of new communication channels in order to meet customer demands as quickly as possible.
Despite 93% recognizing the importance of good CX across all company channels, 55% do not believe they deliver that experience. The top reasons for this lack of deliverance were cited as inadequate employee training (42%) as well as an insufficient budget (38%). The US also outperformed the UK in their internal practices for delivering good CX across communication channels. Approximately 56% of US companies currently use customer interaction data to create insights; this decreases to 45% in the UK.