Customer Experience

Organisational appreciation of CX as a differentiator has become the top industry trend

Mike Wells

Group Senior Director, CX Consulting, Dimension Data

Mike has 30 years of experience in CX, having joined Dimension Data in 2007. He’s the chief designer and architect of Dimension Data’s portfolio of CX consulting solutions.

Ensure that you identify the data that drives relevant highly personalised context.


Mike Wells
Video: Chapter introduction and key findings from the author

CX is not a one-size-fits-all solution for customers, and this is equally true of an organisation’s CX strategy. CX must be shaped to represent each individual organisation’s brand values, business strategy, operational capability and its customer requirements.

There’s an overwhelming appreciation from organisations on the importance of CX. Establishing trust is the leading driver of CX, followed by the matching of service experiences to brand values. More than eight in 10 companies recognise CX as a differentiator, and it’s the number one indicator of strategic performance. It drives revenues, is proven to reduce costs and even adds to employee engagement levels, yet just one third of operations rate their own services at a level of eight out of 10 or better.

CX delivery is being damaged by a lack of process management, particularly across the expanding choice of digital pathways. Personalisation, intelligent automation and the ability to connect customer journeys powered by intelligence from analytics, will do most to reshape CX capabilities in the next five years. CX has to adapt by committing to the opportunity created by the digital revolution.

Take a closer look at the numbers

Appreciating CX as a differentiator







Why CX matters?

1 Builds customer trust

2 Aligns service to brand values

3 Drives business growth

4 Promotes customer loyalty 

CX capability – a way to go

appreciate their services will be rated 7 out of ten, or less, by users, and just 12.9% rate their own CX delivery at 9 out of ten or better.

Impact of CX transformation

forecast increases in assisted-service volumes;
a rise in fully automated contacts

Who's responsible for CX?

Board executive owns all CX


Non-board manager owns all CX


Manager of each contact channel

Robotics is set to change operating models


Forecast decrease


Forecast stay the same


Forecast increase

For more information on these statistics and others see the global customer Experience (CX) Benchmark Report

How do you measure up?

Benchmarking provides a vitally important reference point. It helps you gain insight into future trends, the ways in which your customers are likely to behave, and the performance levels you need to attain or aspire to. Attend a local event to personalise your results and get next steps. Register your interest here.

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About Dimension Data

Dimension Data harnesses the transformative power of technology to help organisations achieve great things in the digital era. Customer experience (CX) forms part of Dimension Data’s Customer Experience (CX) and Collaboration Business Unit and enables over 7 billion customer interactions a year. We have over 33 years’ experience in planning, designing, integrating, and managing contact centres for our clients globally.

Case studies

Woolworths uses transformative technology to enrich its customer experience

Watch the video

Reliance Securities empowers customers with omni-channel contact centre

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Hirsch’s believes mom-and-pop stores can thrive in a digital world

Watch the video