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Thursday, 25 February 2016 10:45

The Cloud is driving the transformation of traditional customer engagement

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Research from the Cloud Industry Forum finds it’s the intangible benefits of a move to cloud that are driving digital transformation and leading to a revolution in customer engagement.

According to the latest research issued on the UK Cloud landscape by the Cloud Industry Forum, some 86% of those questioned reported a number of intangible benefits with their migration to the Cloud, with over 60% seeing improvements to their customer and employee propositions. Improvements in Customer Engagement were reported by 29% with a further 28% claiming improvements in customer service. Just over one quarter of the sample (26%) also saw levels of employee satisfaction improve.

The Cloud Industry Forum findings also identified the core business objectives driving the investment in Cloud.  Just under half the sample (45%) stated that Cloud was crucial to enabling innovation within the business, a third (31%) stated that is was a major initiative to improve customer service and support.

In related research into the impact of Digital Transformation on the enterprise by workforce optimisation software, eg solutions, the business found that 88% of businesses claim they already have a digital strategy of some description in place. Whilst the drive to improve customer service was at the forefront of companies’ thinking, in the eg survey over half confirmed cost reduction (63%) and competitive positioning (54%) as other important objectives. In short, digitalisation is considered a means for both improving customer relationships and helping a business run more efficiently and successfully in the digital age.

Elizabeth Gooch, CEO, eg solutions, stated: “The way in which forward-thinking organisations transact and interact with both their customers and employees today has fundamentally changed.  There are opportunities for businesses of all sizes to embrace digital technologies as a means to disrupt traditional industries and secure competitive advantage. The imperative for change, as seen in this research and indeed our own research findings, are many.  But chief amongst them are the mounting demands of the consumer and the increasingly blurred line between our personal and working lives. This is the beginning of the era of the ‘Always-On’ Enterprise and those businesses that can adapt to the changes in the way that we as consumers interact are the ones that will flourish.”

“The findings of the latest Cloud Industry Forum research indicate that Cloud computing and Digital Transformation go hand in hand. Cloud services, which effectively offer unlimited and dynamic computer resources, form the foundation of transformative business change,” added Elizabeth.

 “We as consumers are far more demanding as our expectations of service levels have risen.  We want to be able to access information and customer support in as near as real-time as possible – we don’t want to wait for customer service agents to respond; we want answers when we want them, via the channel we choose. It is this that is driving the transformation of the traditional back office and those organisations that are embracing this ‘Always-On’ culture are the ones that will come out on top,” she concluded.

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