In far too many companies, the customer experience is led by the organisational structure and not by the one who should be the king: the customer. How can IT management change this situation?
In a digitalised world, you cannot talk about customer experience without technology. Successful companies like Uber and Amazon build their business on a technology-enabled customer experience. The strategic nature of customer experience is important in the Nordics as well, but actions speak louder than words: and in many places, action has not yet been spotted.
If technology is important for the customer experience, then so is IT. That is why Sofigate experts Elisa Nieminen and Juhana Tormilainen compiled three questions IT professionals should pose to themselves.
Answer these questions and consider if you’ve included IT when developing your customer experience:
- Do you allow your organisational structure to lead your customer experience?
Many companies operate in divisions, business units, segments, and in product and market areas. The organisational structure easily ends up guiding the customer experience.
Companies work with one unit in one way and different units may not even see each other’s information. If the customer is interested in a wider package, the company has to travel to the sales meeting in a minibus. The offer to the customer ends up looking like a patchwork with different insights and pricing models.
Often only IT, financial management, and HR cover the entire company. We argue that IT management across organisational boundaries can be a significant contributor to a unified customer experience.
IT management can be a pioneer for example by using a unified management model.
- Does your customer encounter a human, a process, or a technical solution?
When making decisions, how often do you consider what they mean to your customer? The most important thing in most customer encounters is that from the customer’s point of view, everything works seamlessly.
It is only when the customer experience is not sufficient that our attention becomes focused on the details: the people we encounter, the processes we do not see, or the experience of using a technical solution.
Usually almost everything affects the customer experience: people, processes, and technology. Modern IT management can play an important role in integrating these together.
- Do you make good use of your data?
Many of us take data for granted: of course, we justify all our significant decisions with facts and numbers. But how do we use data to improve a customer experience?
When we are customers, we do not deal with the division, the business unit, or even with the customer service person who meets us. We deal with the entire organisation – or at least with its brand.
The organisation has huge amounts of data related to our past transactions, orders, deliveries, other customer experiences, and so on.
How could the company utilise that data to improve customer experience? What if the salesperson had a summary of customer path encounters? What if we had super agents working in customer service, who would have the whole company’s knowledge and skills in use?
Utilising data is one of the most important business issues of this decade. That’s where IT management has a lot to prove!
About the authors
Elisa Nieminen is in charge of the Service Management area of business at Sofigate. She is an expert in leadership and service development. Elisa enjoys it when tools like ServiceNow and BMC create solutions to problems.
Juhana Tormilainen is in charge of the Customer Experience & Interaction at Sofigate. He is an expert in customer experience development and management. Juhana gets excited when simple and concrete solutions make lasting results.