Karen HardyJuly 24, 2018

Improve Adoption of Communication Tools and Watch Your DX Succeed

Global spending on digital transformation technologies is expected to reach $1.3 trillion this year and double by 2021, according to IDC. At the same time, the average lifespan of a company has dropped more than 50 years in the last century, with experts from Yale University predicting that 75% of the current S&P 500 will disappear by 2027. These conflicting trajectories show that while companies are embracing change, they must rethink transformational efforts to see success.

We couldn’t agree more. In fact, according to a new IDC study sponsored by Avaya, only 19% of companies believe their digital transformation efforts are resulting in market disruption. Without critical adjustments, organizations spending millions on digitization could become obsolete just as quickly as those ignoring it altogether. 

So, what kind of adjustments should be made? The study, which polled over 1,300 enterprises and consumers, discovered the main outlier to be communications-related. Nearly 60% of businesses cited increased costs and reduced flexibility due to poor adoption of communication tools, creating significant customer experience barriers (for example, only 35% of surveyed customers believe service levels are “great” organization-wide).

Digital communications technology is core to any successful transformation, and yet adoption of communication tools is not where it should be for most organizations. Other technologies may be transformation drivers, but communications provide the essential connecting link to humans.

Improving Adoption of Communication Tools Among Employees

The study found the No. 1 driver of digital transformation to be employee productivity/efficiency, followed by customer experience. This makes sense, considering the direct correlation between employee experience and customer experience (research shows efficient/engaged employees are more likely to improve customer relationships, with an estimated 20% increase in sales).

A solid communications core for higher employee productivity should provide a foundation for successful digital transformation focused on customer experience. This means radically changing how work gets done by embedding communications directly into processes, workflows and applications. In fact, 91% of enterprises surveyed by Avaya believe embedding communications is important for employee productivity and collaboration. Here’s why:

  • Seamless cross-departmental collaboration: For 83% of companies, collaboration tools differ depending on the department. For example, Marketing may have a preferred tool for campaign planning, while sales may have a tool that helps simplify leads and data sharing. Not everybody uses the same tools, and so companies realize only a subset of benefits from their technologies. Embedding communications into disparate tools—those preferred by different teams for getting work done—streamlines cross-departmental collaboration, increases satisfaction, and improves efficiency.
  • Transformed virtual collaboration: Over 40% of companies surveyed reported having no virtual workspaces to support geographically dispersed teams. At the same time, research shows that most collaboration tools (68%) are only used internally. Embedding communications into apps, processes and workflows creates a pathway for employees to instantly and naturally communicate, wherever they happen to be.
  • Less apps, less stress: Employees now use an average of four apps, with most being communication tools for texts, phone calls, team messaging, web meetings and video conferencing. Embedding communications directly into employees’ app of choice enables organizations to avoid this “app overload,” which research shows can waste as much as one hour per day per employee. This can translate into hundreds of thousands of wasted hours annually for a typical enterprise. It makes sense, then, that 86% of surveyed enterprises want a free-flowing interaction application that supports a range of communication channels.

In addition to improving employee efficiency, 80% of enterprises believe embedded communications better controls costs and 72% say it delivers higher quality customer experience (i.e., better contextual awareness, faster problem-solving, and more consistent service across different contact points).

Embedded communications are crucial for improving employee experience and, subsequently, customer experience and revenue in line with digital transformation. Doing so helps enable your organization deliver the excellent level of service consumers say makes for a great customer experience.

Communications is the greatest enabler of workplace transformation. Further explore IDC’s findings in Avaya’s report “Digital Transformation: Insight Into Getting it Right.”

Improve Adoption of Communication Tools and Watch Your DX Succeed

Karen Hardy

Karen Hardy, Vice President of Product & Solution Marketing at Avaya, is a 20+ year business communications industry veteran who currently leads marketing for Avaya's market-leading customer engagement and team engagement technologies.

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