High investments expected for requirements in the hybrid world
According to the Lünendonk® study, companies want to continue to invest in their own digital transformation in order to meet customer requirements in the hybrid online and offline world: 81 percent of the respondents are planning strong to very strong investments in digital marketing and sales in 2022/2023, for example to improve digital customer communication and the marketing of products and services.
Modernised IT landscape and automated customer interaction processes
Successful companies put the customer at the centre of their strategies and processes - and digitalisation is opening up ever better and more efficient opportunities for them to do so at breathtaking speed. Starting with marketing, where, for example, customers can be addressed in an increasingly targeted manner through data-driven control of personalised campaigns and can be enthused uniformly on all channels. Or in sales, where always up-to-date access to all available customer data significantly improves the planning, implementation and follow-up of customer appointments. In service, where it is more important than ever to perfectly manage customer enquiries and complaints around the clock and to optimally control all social media at the same time.
"The restructuring of the technology stack should help to combine different digital solutions more flexibly and to be able to exchange data across systems (end-to-end). Only then can technologies such as artificial intelligence, robotic process automation and customer analytics show their full power," adds Tobias Ganowski, Junior Consultant at Lünendonk and co-author of the study.