acquisa 9/2016 - page 70

INTERVIEW DES MONATS
09/2016
Um die digitale Transformation innerhalb einer Organisation voranzubringen, müssen Strate-
gen in kleinen Schritten Erfolge erzielen. Zu viele Unternehmen setzen ausschließlich auf die
Technologie. Doch das ist nicht wirklich kundenorientiert, sagt
Digital-Analyst Brian Solis.
acquisa:
Mister Solis, why is it so diffi-
cult to create Customer Experience (CX)
for many people and decisionmakers?
Brian Solis:
Customer Experience (CX)
is a difficult process, because so many
stakeholders interpret CX differently
and then prioritize investments and re-
sources accordingly. The IT-Department
thinks it’s about technology. The Marke-
ting-Department thinks it’s about om-
nichannel. The department customer
service focuses on contact touchpoints.
The Advertising-Department activates
experiential events and campaigns. And
the executives ask for customer data
and make decisions based on narrow
inputs and more so cognitive biases. I
could go on and on. This is the reason
why Customer Experience is a mess to-
day. Everyone is perpetuating the pro-
blem by attacking CX from their silo
and the losers are the customers. Yet,
customers don’t see departments, th-
ey see one brand. Just »because this is
how it’s always been done« is a recipe
for digital darwinism today. Customer
Experience is an opportunity not to just
improve and integrate customer expe-
riences, but also re-engineer business
models and processes to compete in an
era where customers are taking control
of their experiences.
acquisa:
Who should own the expe-
rience? And what skills will be impor-
tant in the future?
Solis:
The best companies in Customer
Experience take a different perspec-
tive regarding this question. They start
with acknowledging that the person,
who owns the customer experience, is
the customer. Think about that for a
second. They absolutely own their expe-
rience. Yet, here we are debating, who
should own it and do everything, but
understand their behaviors, expecta-
tions, preferences et al. I define Custo-
mer Experience this way: it’s the sum
of all engagements a customer has with
your brand in every touchpoint, in each
moment of truth, throughout the cu-
stomer lifecycle. The question to ask is
then, what is the experience they have?
What they expect additionally? What
experiences they’re receiving from
other companies? More so, how are
their favorite apps – for example Uber
or Tinder – changing their expectations
and how should you rethink the custo-
mer journey to be native, frictionless,
and delightful based on outside inno-
vation? As such, the question who owns
Customer Experience, is something
that should be answered in a future
state and work toward that goal now.
Companies excelling here are looking
at ideal customer experiences and buil-
ding inside and outside for them. New
cross-functional groups lead collabora-
tion to remove friction, optimize effec-
tive touchpoints and invest innovation
based on new areas of opportunity. An
Interview _
Silvia Hänig
»There is an Uber in every business«
»TOO MANY BUSINESSES TODAY TAKE A TECHNOLOGY-
FIRST APPROACH TO CUSTOMER EXPERIENCE. THIS IS
NOT REALLY CUSTOMER CENTRIC.«
BRIAN SOLIS
,
Digital Analyst in Los Angeles, USA
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