India ranks 3rd in the world in customer experience maturity: report

Currently, only 17% of Indian businesses deliver ‘exceptional’ customer services, even though 79% said CX is a way to drive revenue according to the report.

“In an increasingly tough economy, businesses have a challenge on their hands to stay agile and keep things running efficiently while meeting customers’ demands,” said Jeff Titterton, chief operations officer at Zendesk.

The study found over half of the Indian companies surveyed displayed strong comprehensiveness of CX metrics – highest globally, followed by Canada (49%) and the UK (44%).

Further, 62% of Indian businesses can report CX metrics in real-time, the highest across the world followed by Canada (54%) and the UK (50%).

“Indian businesses are rapidly transforming their CX capabilities, and there are challenges that persist and need to be addressed,” said Vasudeva Rao Munnalurii, RVP India & SAARC at Zendesk.

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“The CX Accelerator Report’s findings reveal that to digitally transform customer service and reap rewards, Indian businesses need technologies to make this journey nimble. Effective implementation increased visibility into data sources, and automating time-consuming tasks open the door for more businesses to become CX Champions,” he said.

While many understand the need for integration, breaking down the silos continues to pose a challenge. Companies need to balance human and automation strategies, integrate vital data from critical apps, and evolve the role of CX.

Investing in AI-driven solutions toward quicker resolutions is also a huge opportunity for enterprises. 90% of businesses Zendesk surveyed globally reported using bots to route customers to the right place, which frees up agents to focus on more complex, high-value tasks.

69% of Indian companies surveyed can seamlessly integrate bot and human handoffs, while 67% mentioned agent productivity as the biggest gain from using bots. The report suggests that businesses in India can resolve 12% more chatbot queries without human involvement than average.

This report is based on a survey of over 4,900 decision-makers across 13 countries, including India, the USA, the UK, Germany, Canada, and Mexico.