AVAYA Inc. moves to put a leadership stake in the local information-technology (IT) landscape, as customer experience (CX) appears to become the new standard for business growth. “In the era of software-defined everything and instant-information access, [CX] will become the new battleground for organizations,” Avaya Vice President Frederick Sabty said in a forum the company organized on November 25. Citing IT research firm Gartner, Sabty said 89 percent of businesses today expect to compete primarily on the basis of CX.
“With IDC [International Data Corp.] also predicting 80 percent of business-to-consumer organizations in the Philippines to create an immersive and authentic omni-experience for customers, partners and employees by 2020, companies need to place digital transformation and customer engagement at the top of their agenda,” Sabty added. “In this new age of digital transformation, organizations will have to effectively use next-generation communications technologies to enhance customer engagement and create new value for customers,” IDC Financial Insights Associate Vice President and Research Director Michael Araneta was quoted by an Avaya statement as saying. “By delivering seamless and consistent omnichannel customer experiences, companies can differentiate themselves from their competitors and build customer loyalty.”
Across the Asia-Pacific region, service providers are already rolling out new products and services along with significantly enhanced customer experience, IDC Asia Pacific Telecom Practice Associate Director Shiv Putcha said in a separate statement. While IDC dubbed 2016 as the year of platforms, the research firm sees digital engagement, which will enhance CX, as a feature of the IT landscape next year.
Sabty is urging Philippine companies to “take the initiative on transforming their customer-engagement strategies or risk being left behind in today’s disruptive digital landscape.”