As part of Customer Experience Day (#CXDay2020) on 6th October 2020, we will be sharing a number of blog posts which highlight our approach to customer experience, ensuring the customer is always at the heart of everything we do.
Today is Customer Experience Day, a day that celebrates all the teams that genuinely care for customers and make great experiences happen.
Never more so than now, in this ‘unprecedented time’ (had to get that word in here!) has customer service and experience been so important.
This is not an opportunistic moment to reflect and pull out examples of where and how we’ve delivered great experience. A relentless focus on experience should be embedded into the fabric of an organisation, into its culture and the behaviours that are demonstrated every day; something I truly believe that is inherent in our values here at Computacenter.
In the services industry, providing exceptional customer experience has been important for many years, but in more recent times we’ve really seen it coming to the fore as a key business issue. The requirement has evolved from specific focus on customer service during a transact phase, to become a holistic issue.
It is for this reason that I cited Experience as a key trend to focus on in a recent blog post and that it now is a fundamental pillar of our strategy. It is critical for success in the modern competitive landscape.
Classic Perspectives on Experience
A focus on experience can be critical in the ‘war’ for both talent (internal) and the consumer (external).
Let me explain the two contexts to which these relate:
- The ‘internal experiences’ of colleagues and staff who use the IT resources of an organisation as part of their purpose to support their customers or their business. We’ve seen over recent years with the growth of the notion of “Digital Workplace.” There is a clear connection between great internal IT experiences, enabling people to collaborate and work flexibly, to employee satisfaction and benefit.
- The ‘external experiences’ focussed on the end customer, and their experiences in interacting with your organisation. At the very simplest level this requires the business to provide friendly, intuitive and engaging services, digital or physical, in order to attract and entice consumers. In such a competitive landscape, consumers are often afforded the luxury of choice when it comes to where and how they spend their money, and the tolerance for failure or unappealing
services is incredibly low.
Broader Perspectives on Experience
Considering experience as a more holistic issue, consideration of experience solely from an engagement touch point is no longer
Aligned to the 4 trends (Velocity, Vulnerability, Sustainability and Experience), there’s now a much tighter connection between what organisations do, and why and how they do it.
With increased awareness towards key topics such as Sustainability, Diversity and Inclusivity that ultimately form part of a consumer or partner’s evaluation of an organisation.
Having the best online retail presence, the best mobile app or the best customer contact centre are great assets, but are severely compromised if people do not buy in to the business, its values and how it goes about its business.
We’ve seen many examples in recent years of media worthy stories about corporate activities and behaviour, that have fundamentally damaged
consumer trust and confidence, regardless of the quality of the products or service experiences that they offer.
There are many approaches for understanding and measuring customer experience, both internally and externally. Measures such as Net Promoter Score (NPS), or Time to Resolution (TTR) are now common, as are other mechanisms to capture user feedback such as surveys.