Digitally Transforming the Customer Experience
This Technology Spotlight discusses the challenge faced by organizations in improving their customer experience efforts in a hyper-competitive market, and why improvements in customer-facing strategy and business processes backed by technology is necessary to maintain parity with the customer.
Customers are making more purchase choices based on their experience with a brand, including their interactions with employees, systems, and processes rather than with justthe productitself. It’s critical for companies to provide a differentiated experience,which requires an integrated solution of strategy, culture, business processes, and technology.
Introduction
Today's marketplace is hyper-competitive. Brand after brand after brand compete for attention, hoping once they claimit, they can encourage the person or company paying attention into being a customer. But unfortunately for many companies, if they can capture the attention of the customer, it is often one and done. After the sale they are not able to build that long-term relationship with the customer that results in the customer returning time and time again. And the reason they are not able to build that long-term relationship with the customer? Because the customer had a poor experience.
As products become less of a key to brand differentiation, the experience a customer receives from the first interaction to the last becomesmore important. And the customer experience isn't just the responsibility of a single department or office but stretches across the totality of the customer journey and therefore the company. To remain competitive in this type of hyper-market, organizations need to create compelling integrated customer experiences that not only reduce the friction between the company and the customer over the lifetime of the relationship, but that continue to evolve with the customer over time. This Technology Spotlight discusses the challenge faced by organizations in digitally transforming the customer experience they provide through technologies, services, and organizational change.
Sections of interest in the report:
Today's experiences don't meet digitally tranformed customer expectations
- Lack of insight about the customer
- Lack of caring from the customer's perspective
- Lack of appropriate response to the customer by the company
Control has shifted to the digitally transformed customer
- Be where your customers are
- Don't waste time
- Customer experience is about people
Optimizing to keep pace with your customers
- Eliminate barriers
- Remain agile
- Data is the currency of the experience
- Technology as an enabler
Considering DXC
DXC is an end-to-end IT services firm that specializes in delivering solutions that digitally transform organizations including the experience that end-user companies provide to their customers. Specific to improving the customer experience,DXC's solutions generally fall into two BPS services areas:
- Customer Experience effort
- Agile Process Automation efforts
Specific solutions that DXC offers for organizations looking to digitally transform their customer experience include:
- Consulting Services
- CX Transformation Services
- Contact Center Transformation
- CX Digital Agent Services
- UX/UI Design Services
Challenges
The challenges that the industry currently faces in the expanding customer experience and customer support market include:
- Who owns the customer experience?
- Ever-changing technology landscape
- Customer privacy and consent
Conclusion
To survive the ever-more competitive market, businesses need to transform the experience they offer to their customers. Yet few have the necessary expertise internally to undertake a transformation effort that focuses on transforming business processes, technologies, and people to provide that differentiated experience customers now expect. And when organizations do try it on their own, the result for both the business and the customer is often less than what was expected or needed. Organizations need to understand that there is nothing simple about providing a good customer experience, and that it requires continuous learning and transformation supported by partners with expertise in renovating the different components of the customer experience.