Digital uptake levels have slowed, affected by poor design, deployment and marketing

Wayne Speechly

Group Managing Director – Digital Advisory, Digital Practice, Dimension Data

With a passion for helping organisations improve performance, Wayne’s vision has always been client- and business-centric. The result is an excellent track record for exceeding business metrics.

Organisations need to successfully pursue transformation before new age technologies are mature and properly integrated.


Wayne Speechly
Video: Chapter introduction and key findings from the author

Many organisations don’t understand the customer’s path to purchase, their service expectations and how to align this against their operations. To effectively map the customer’s journey, organisations should create customer personas which inform and validate digital channels.

CX and customer demand for digital are the top considerations for driving digital channel strategies. Yet digital uptake levels are behind forecast. They are slowed by solution functionality that’s not meeting customer needs and poor marketing of the solution existence. CX is core to digital transformation, and digitally-relevant businesses are focusing on aligning system user experiences, both internally and externally to drive positive disruption.

This means not only changing the CX with a new application or with improved customer service, but re-arranging the entire organisation to become more agile and responsive to customer needs. Innovation is key, and organisations need to build an internal competency that enables them to continuously adapt and thrive through explorative innovation and prototyping. The development of this competency starts with strong leadership and an innovative culture, which in turn best serves customer needs.

Take a closer look at the numbers

The top factors driving digital transformation


Improve CX 
69.7% vote CX as top reason driving digital strategies


Customer demand 
at 56.3% emerges as second top priority


Cost reduction 
versus 52.2% motivated by commericals

Phone contacts have dropped 17% since 2015

2017 Actual

54.7% Phone

25.2% Assisted-service

20.1% Automated-service

...but digital transformation has slowed

2017 Desired

39.8% Phone

36.5% Assisted-service

23.7% Automated-service

What’s hindering customer usage of new channels?

Customer awareness of solution


Functions don’t meet user needs


No presence on customers' preferred channels

Mobile app functionality


Can order, amend, cancel services


Can update personal information


Of smart apps now include video user guide content

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

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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

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