Indian enterprises not too sure on digital strategy

NEW DELHI, INDIA: Improving online (69 per cent) and mobile (54 per cent) customer experiences are among the top initiatives that Indian organizations will focus on to drive Customer Experience (CX) excellence, yet gaps in digital engagement business structure are hindering CX project success.

According to a new Forrester report, most Indian organisations lack a structured digital engagement strategy and 61 per cent of respondents had little confidence in their company's business strategy and technology investment plan for digital customer engagement.

There is also lack a unified digital engagement governance structure with nearly three-quarters of the Indian organizations surveyed saying they lack an integrated governance structure to steer their cross-channel digital engagement projects.

Insufficient technological expertise in digital engagement operations is a factor that comes up too and 65 per cent believe that their organization does not have sufficient technological expertise to drive unified digital engagement operations such as cross-channel content management, delivery, and measurement systems.