Only over a quarter of UK organisations have omnichannel connected in their organisations

The ongoing cost-of-living crisis has set a gloomy tone for consumers across the country. Whilst customers tighten their pockets, businesses are looking for ways to deliver relevant and personalised communications that keeps customers keen.

Yet businesses are missing the mark, according to exclusive new online research from global cloud communications platform Infobip.

The research, commissioned with research company IDG, polled 215 organisations spanning across retail & e-commerce, transport and logistics, telecommunications, financial and insurance and public sector industries. The research aimed to assess the integration of digital channels and how connected they are across differing departments within an organisation and how this informs the customer experience. The research found that only over a quarter (28%) of UK organisations have omnichannel connected in their organisations, yet over 60% of UK organisations see the value in connected communication channels.

The results also found the following about channel use in UK organisations:

  • There is a slower adoption of newer digital messaging apps: Traditional communication methods are still the popular with three-quarters (76%) of businesses using Email and 59% using SMS but only 7% of UK businesses are using digital messaging apps; next year this figure is set to double (14%).
  • (66%) of data used in the different channels is customer information, yet only 6% of communication is personalised by behaviour or context.
  • Businesses are finding omnichannel difficult to implement: 61% of UK businesses see a lack of collaboration or connection between departments as the main challenges for implementing an omnichannel Customer Experience

With half (50%) of UK organisations in the process of selecting such technology now, and a third (33%) planning to invest in having omnichannel messaging platform over the next 6-12 months, the research shows that having connected communication channels is of priority. However there seems to be difficulty in integrating this and using it. The main challenges cited for implementing an omnichannel Customer Experience is difficulty in integrating data with legacy systems (62%) and lack of collaboration or connection between departments (61%).

Almost half of UK and European companies (45% and 41%) have high levels of some digitisation within their organisation, and consistent with the Europe-wide finding, almost all (99%) companies in the UK have customer experience automation integrated into their business at some level. But only half of companies in UK and Europe are actively implementing omnichannel into their systems. There is still some way to go for businesses to achieve optimal omnichannel experience for their end-users.

Ivan Ostojić, Chief Business Officer, at Infobip said:
“Just like ourselves, our customers have an abundance of choice ranging from WhatsApp to Skype with their communication apps. While traditional communication methods are still going strong, to deliver effective and personal communication we need to tap into the digital messaging apps that our customers know, prefer and love. It’s encouraging to see we are recognising where our customers are and how we can reach them, this is informing where businesses are investing and funnelling their efforts. However, this can be a confusing task with legacy systems predating omnichannel methods. Partnering with businesses that specialise in supporting businesses transform their customer offering can lighten their load.”

All figures, unless otherwise stated, are from IDG. The study is based on a survey of 1,068 IT Officers, CX Officers, Customer service Officers and Marketing Officers at businesses with more than 250 employees that operate in Retail, Transport/Logistics, Telecommunications, Finance/Insurance and Public sector in the five main European economies: United Kingdom, Germany, France, Italy, and the Iberian region (Spain and Portugal). Fieldwork was undertaken in November 2022. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).

About Infobip

Infobip is a global cloud communications platform that enables businesses to build connected experiences across all stages of the customer journey. Accessed through a single platform, Infobip’s omnichannel engagement, identity, user authentication and contact centre solutions help businesses and partners overcome the complexity of consumer communications to grow business and increase loyalty. With over a decade of industry experience, Infobip has expanded to 70+ offices worldwide. It offers natively built technology with the capacity to reach over seven billion mobile devices and ‘things’ in 6 continents connected directly to over 700 telecom networks. Infobip was established in 2006 and is led by its co-founders, CEO Silvio Kutić, Roberto Kutić and Izabel Jelenić.