RingCentral, a leading provider of global enterprise cloud communications, collaboration, and contact centre solutions, has unveiled a revealing new report titled “Overcoming the Digital Disconnect: How Disjointed Communications Technologies Are Letting Customers Down — and How to Solve It.” Based on a global survey conducted by CITE Research, this report includes insights from 500 Australian respondents among 2,000 customer-facing employees worldwide.
The report’s findings highlight a strong connection between employee engagement and customer satisfaction, uncovering how disjointed communication technologies adversely impact productivity, morale, and customer experience. These inefficiencies result in dissatisfied customers, resulting in employee turnover and business financial losses. Alarmingly, the report indicates that Australian organisations are significantly more affected by these challenges compared to their counterparts in the US and UK.
Impact of Fragmented Communication on Customer and Employee Satisfaction
Companies handle vast customer data across numerous channels in today’s rapidly evolving digital landscape. Despite this, the demand for swift issue resolution remains unmet due to fragmented communication systems. Globally, customers are reportedly abandoning four brands annually due to poor service. Still, in Australia, consumers discontinue their association with an average of six brands yearly due to unsatisfactory experiences. This stark figure underlines the pressing need for streamlined communication systems to address these issues.
The research also establishes a clear link between employee and customer engagement, offering solutions to these challenges. An overwhelming 91% of employees believe that a unified platform enabling seamless interaction across various communication and collaboration channels would enhance customer happiness and boost job satisfaction. This insight underscores businesses’ need for integrated communication solutions to foster better employee and customer outcomes.
The adverse effects of disjointed communication workflows are multifaceted. Employees struggle with siloed customer data, leading to frustration and reduced productivity. In Australia, 79% of customer-facing employees report that fragmented systems hinder their ability to serve customers effectively. This frustration affects their professional performance and spills over into their personal lives, with 63% admitting to being more irritable with family and friends due to work-related stress. Furthermore, 26% of Australian employees are inclined to leave their jobs due to inefficient communication tools, a figure significantly higher than in the US and UK. Businesses also face financial repercussions, as 32% of Australian employees believe these inefficiencies result in lower profitability.
For customers, the expectation of efficient and seamless service is paramount. In a world where digital interactions are becoming the norm, 88% of global customers express frustration at repeating themselves across multiple channels. In Australia, 28% of consumers report contacting customer service between five to ten times in the past year, a higher rate than in the US or UK. These statistics highlight the growing impatience among consumers and the urgent need for businesses to address communication breakdowns.
How Integrated Communication Boosts Satisfaction
The solution lies in adopting integrated communication platforms that cater to the needs of both employees and customers. Globally, 92% of employees believe such platforms would significantly enhance customer satisfaction, while 86% agree that these tools would boost profitability. Moreover, 83% of employees would remain with their company longer if provided with seamless communication technologies. Australians, in particular, strongly advocate for these advancements, with 92% agreeing that positive customer experiences directly benefit employees.
Kira Makagon, EVP of Innovation at RingCentral, emphasises the critical role of technology in bridging communication gaps. She notes that breaking down silos in communication workflows not only improves employee engagement but also strengthens customer retention and business profitability. This assertion is supported by the survey findings, which reveal Australians as early adopters of advanced technologies such as artificial intelligence (AI), team messaging, and video communication.
Australians are particularly enthusiastic about leveraging AI to enhance customer interactions. The survey highlights their interest in AI-driven features, such as quickly identifying the right resources for customers (90%), providing real-time coaching during interactions (89%), and automating meeting or call scheduling (89%). Additionally, 86% of Australian respondents desire bot assistance in handling inquiries. Compared to their counterparts in the US and UK, Australians are also more likely to use team messaging (29%) to communicate with customers and prefer video interactions, with 91% expressing a liking for video-based communication with customers and coworkers alike.
The survey underscores the effectiveness of modern communication tools, with 97% of Australians acknowledging the benefits of team messaging and 94% recognising social media as an effective customer service tool. These findings indicate a growing preference for advanced, integrated communication systems that enhance customer satisfaction and improve workplace harmony and employee well-being.
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