Colt, GigaOm: Connectivity is a big key to customer happiness

Some of the most important connectivity features for customers include data integration and backup services. (Getty Images)

Enhanced connectivity, regardless of platform technology, distinctly enhances customer experience, according to a new report from GigaOm and Colt Technology Services. The report is based on the results of a survey conducted from September 2018 to October 2018 of 358 IT decision makers in enterprises across the United States and Europe.

The report says that 92% of survey respondents believe there is a link between connectivity and customer experience. And 51% of respondents report that they "already...make good use of connectivity technologies to help meet customer experience needs," and another 41% say that they "are looking to improve use of connectivity to enhance...customer experience goals."

According to Jeff Kaplan, managing director at cloud consultancy THINKstrategies, consumers and business customers alike demand more from companies specifically because of the buyer-preference customization that modern connectivity offers.

GigaOm: Most Influential Connectivity Technologies on CX

"The unprecedented ability to build connectivity into nearly every product and service has dramatically changed the definition of customer engagement in both the consumer and commercial marketplaces," Kaplan told FierceTelecom. "As a result, the ability to achieve a higher level of customer engagement is no longer a 'nice to have' quality. It is now a business imperative if product and service providers are going to satisfy their customers' expectations and remain competitive."

Centralized organizations were more likely to report that their organizations were "already there" on making connectivity work to enhance customer engagement. Interestingly, German respondent companies were much more likely to be centralized organizations.