Organisations that judge their online customer experience to be 'exceptional' could be overstating the success of their client engagements, according to a study by Mitel which found that most respondents don't think that a 'perfect online buying experience' is achievable using current technology.
This viewpoint contrasts with the findings of a previous Mitel survey in which 90% of IT decision makers reported progress in improving the customer experience through the use of technology.
However, the study found that bots, AI and machines could fill the customer service gap as consumers become more comfortable with machine-to-people interactions when shopping online, with 83% saying they are satisfied dealing with automated processes.
The research also noted that most do not want to interact with a person while shopping online unless the service is complicated, or they're having difficulties finding what they're looking for.
Differences in customer satisfaction across vertical industries were also evident.
But the growing use of cloud communications and applications, combined with emerging technologies like the IoT, AI, chatbots, and natural language processing (NLP) are creating new ways for companies to build customer relationships.
"As physical and digital worlds begin to seamlessly intersect, how effectively a company serves its customers across both domains determines tomorrow's winners and losers," said Jon Brinton, Senior Vice President of Customer Experience Solutions at Mitel.
"By supplementing existing applications and investments with new technologies such as AI, team collaboration and IoT, companies can better communicate and collaborate internally and externally and begin to proactively deliver the level of customer experience buyers expect."
Regina Corso of Regina Corso Consulting observed: "In order to truly connect with customers on their own terms, organisations must look for new ways to balance technology investments with personalised customer service."
The report surveyed over 1,000 Britons and more than 5,000 respondents in total.