BRITISH COLUMBIA, CANADA – Digital customer experience (CX) firm TELUS Digital, through its sponsored IDC InfoBrief, From Efficiency to Excellence: Driving Enterprise Value Through CX Partnerships, found that companies are missing opportunities to leverage their CX partnerships to grow revenue and expand customer acquisition strategies.
One reason for that is that they’re outsourcing customer care or contact center functions mainly for support and cost optimization. In the data shared on Customer Think, here are the functions they entrust to an external provider:
- Customer analytics – 27%
- Tech support and help desk – 24%
- Customer retention management – 22%
- Customer service – 20%
- Inbound B2B sales – 17%
- Customer acquisition management – 15%
- Inbound B2C sales – 9%
Despite the situation, the IDC InfoBrief did find that companies are already benefiting from CX partnerships, even though this “growth is largely generated through service-oriented functions.”
Still, it doesn’t erase what the research’s findings point out: companies could drive more sales and customer acquisition directly if they just extend their business with CX partners through outbound services.
Robin Jakobsen explains, “When a CX partnership’s performance is measured primarily by service delivery metrics and financial controls, it will most likely remain focused on day-to-day execution rather than expansion into broader value-creation opportunities like revenue growth. To unlock greater value, enterprises should think about reframing success metrics and partner mandates.”
Jakobsen also adds that companies can bridge this opportunity gap if they work with a forward-thinking CX partner over one that satisfies the status quo.
