The connected customer –

delivering an effortless experience

2020 Customer

Experience

Benchmarking Report

Presentation deck

Annual global

research study by NTT

The Global

Customer

Experience

7 CoreResearch Sections

Benchmarking Report

Supported by many of the World’s

leading industry groups

and associations

Providing a single view on all aspects of

CX. The CXBR establishes and considers

industry trends, offer supporting context

and comes with SME recommendations

towards best practice

22 years of insights driven by

data. The report has

been labelled our gift

to the industry

We employ over

1000dedicated CX

experts

Around the world

Market citizens with

of leadership transformation

and innovationClients managed

with over 100,000 seats

through our managed

services for contact centers

The solutions we’ve deployed enable

customer engagements each year

10 years

We hold the highest levels of

certifications with the industry’s

leading technology partners

800

7000

delivering contact center solutions

as-a-service (CCaaS) to our clients34 years

over 7 billion

Trusted by 75% of

Fortune 100 companies as the ideal

partner, with unrivalled advisory, cloud,

systems integration and managed services

expertise

21 yearsAs published experts: GCXBR

People delivering

bespoke outsourcing

solutions

Customer Experience Credentials

It’s more than a report...

...it’s always on and part of the CX value proposition

Additional assets include executive

guide, infographics, country highlights,

video and more

Global report acknowledged

by associations, customers and

analysts as the leading go-to

reference document for CX

Online Portal allows you to access all

750+ global data points, filter global

results dynamically, export content,

build bespoke presentations and more

View data at 10 levels

Sample overview

5 regions

1,020 respondents

78 questions

750+ data points

Data can be filtered at

10 different levelsincluding by function, CX

maturity and brand position

CX: strategy progressionOptimized 7.6%

Well advanced 21.0%In progress/developing 57.8%Still planning strategy 13.8%

Participant roleView results by job titles and/or

operation type

Participant profile

41.2% executives and

senior management

31.7% management

20.7% specialists or

business support

13 industry sectors

16.0%financial services (banking/

investment)

14.0%technology

11.1%professional services

9.4%media and communications

(incl. telecommunications)

7.7%financial services (insurance)

7.2%automotive and manufacturing

6.5%retail and wholesale

28.1%from 7 additional sectors

What do analyst say about the 2020 CXBR?

“Once again NTT Ltd provides key insights into what customers want and need, helping to guide organizations as they engage

with customers. The data helps businesses identify where and how to invest their resources in order to differentiate and provide

the effortless experiences customers are expecting and demanding. NTT’s Customer Experience Benchmarking Report is my

go-to resource for unbiased data and CX research”

- Blair Pleasant (Analyst)

"The benchmarking report continues to be my number one go to source of validation for customer trends in the industry. This

year’s report did not disappoint as it provided even more validation for the continued trends we are seeing in customer contact.

”

- Nancy Jamison, Principal Analyst Customer Contact at Frost & Sullivan.

“NTT continues to re-define the Customer Experience Benchmarking Report, mirroring changes in the enterprise software

industry being driven by the cloud, mobility and digital transformation. The 2020 report brings timely insights on automation

trends and workplace optimization while continuing to deftly chronicle the shift from voice and in person customer experience

to digital.”

– Sheila McGee-Smith (Analyst)

Lead with

CX Strategy

Understand

Customers

Personalise

Experiences

Engage

Through

Omnichannel

Automate

intelligence

Optimize

Performance

To remain relevant in this complex, changing environment,

you need to adopt an experience-centric business strategy to....

...the customer experience to create more value for your customers and business

Optimize Performance

Adapt, adopt and align to accelerate the delivery

of a consistent customer experience

Key trends

29% say Automated

CX now the dominant

channel Only 4% - 75%+ of their

CX

01

54% say Majority of

employees are multi

skilled to allow

combination of CX

channels

02

1 in 5 already use

Emerging AI and

machine learning to

enable productivity

03

Cloud

infrastructure

deployments grew

another 12.0% from

past year

04

Employee centric Business

Models45.6% find mentorship based development most

effective

Cost per transaction56% Still unclear in Assisted or Automated

Channels

OptimizeAdapt, adopt and align: accelerating the optimized CX system

27.4

29.2

31.1

42.5

44.3

50.0

53.3

AI/robotic systems (e.g. virtual assistants, machine learning, roboticprocess automation)

Workforce optimization systems (e.g. resource planning, e-learning,knowledge management, attended virtual assistants)

Cybersecurity (incl. fraud prevention)

Data analytics/data visualization systems

Telephony (incl. IVR) systems

Interaction management (e.g. CRM, marketing automation, casemanagement)

Digital channel systems/platforms/solutions

Cloud-based analytics systems up 51.8%;

deployment of cybersecurity systems rises

significantly by 98.1%

What elements of technology are

in the cloud?Digital channel systems have risen 36.3% to become

the most-used technology solution hosted in the cloud

What is the research telling us?

The organization

1

33% say business

functions align

20.9% see agility

needs to evolve as

differentiator

62% expect salaries to

remain the same or fall

while 57% expect

increased role complexity

2

The people

Most organisations failing

to be proactive around

employee engagement

Need to optimize

workplace

acknowledged by 48%

The technology

3

Only 47% list customer

satisfaction data as a key

measurement of success

for technology projects

Digital Channels in cloud

rose 36.3% to come up

top

Cybersecurity concerns

are still traditional/legacy

Design

Approach CX with a

clear strategic design

and execution

framework

Be Agile

3

Create an agile

ecosystem that brings

together the latest

technology, digital

business

methodologies, and

analytics

Listen

1

Use VOC feedback,

including sentiment

analysis, as your

compass for strategic

CX decisions

2

Conclusion

To connect with and remain relevant to your customers at every touchpoint:

The difference

with NTTWe make sure you achieve

what you wanted from your CX:

Understand

By adopting an experience-centric

business strategy to

Personalize Integrate

• Build customer trust

• Align service to brand

• Grow the business

• Build customer loyalty

• Differentiate competitively

• Improve efficiency

Automate Optimize

your customer experience and

so create more value for your

customers and your business

The

Next

Step

Discover more insights from the 2020

Global CX Benchmarking Report

and download a copy of the executive

guide at hello.global.ntt

Thank you