Innovate by placing the customer at the heart of your business
Author: Marco Formaggio
Innovation in the field of customer experience (CX) is occurring rapidly. Driven by the need to differentiate themselves from the competition, many organisations are re-evaluating the way they deliver their customer experience. Indeed, the savviest companies are going further, carefully examining all their business processes to gauge how they impact the quality of customer service delivery.
New technology can definitely help improve an enterprise’s CX processes, but before it is implemented an analysis of the status quo is necessary. No technology will, in itself, improve customer experience delivery. First, it is necessary to examine the core building blocks that impact CX – data, connectivity, integration and business process consistency. Getting these right underpins every successful CX transformation project.
While technology can automate processes, automation by itself does not necessarily drive better customer outcomes. It must be guided by a keen understanding of human interaction. After all, at the heart of business lie relationships between motivated people. To improve customer experience and guarantee repeat business, organisations must make their digital transformation human-centred. The challenge is to think like the customer and ask whether each process helps builds customer intimacy.
DXC Technology acquired CX consultancy, Bluleader, recently developed a digital SAP CX platform for Device Technologies, an Australian-owned medical consumables manufacturer, that has helped the company shift its focus from paperwork to patients. Key to the success of the project was piloting an internal-facing surgery booking portal, which was a proof of concept exercise for adopting SAP’s cloud-based customer experience applications. Its aim was to stimulate productivity and efficiencies in the sales and customer service booking teams, as well as increasing sales revenue. The lessons learned treating their own staff as customers were subsequently applied to an external booking portal for private hospitals – giving customers the ability to self-manage by viewing their bookings and consignment history.
Using SAP Commerce, a customer- and employee-friendly solution was deployed which removed risk, eliminated repetitive processes and gave both staff and customers time back in their day. The project helped Device Technologies uncover a deeper level of customer information which it used to inform the way it communicated and transacted with customers. Equipped with these deeper insights it was able to better tailor its services to its customers and create processes that were convenient, relevant and real-time across all points of contact.
To learn more about our work with Device Technologies, please read the case study here.
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