acquisa 9/2016 - page 71

09/2016  
71
empathetic customer-centric approach
to CX improves retention, acquisition
and relationships. Great Customer Ex-
perience is all the work, that you do so
your customers don’t have to…
acquisa:
To what extent technology
should play a role in Customer Expe-
rience?
Solis:
Too many businesses today take
a technology-first approach to Custo-
mer Experience, which is ironically not
customer centric. I call this the remote
control. No one likes the remote control.
We use it, because we have to. I would
go so far to say that we have a reluctant
relationship with it. Yet, every year, even
though we get a new generation of TV
innovation, we still get a remote control
that looks a little different, but also gets
more complex along the way. Did you
know that there are on average 70 but-
tons on this brick and at the same time,
we all have phones or tablets where we
interact with them using completely dif-
ferent gestures? Technology is not the
answer, it’s an enabler. CX should start
with the three »Ps« – people, purpose
and promise. Technology should facili-
tate experiences and bring them to life.
acquisa:
What is the importance of CX
as part of the digital transformation?
Solis:
Digital transformation means so-
mething different to everyone. Just like
Customer Experience. It is something,
that is started independently in each
group with different objectives. But like
CX, everything is on a collision course
towards convergence. Everything has to
work together, otherwise you compete
against yourself. I define digital trans-
formation this way: The re-alignment
of, or new investment in, technology
and business models to more effectively
engage digital consumers, create new va-
lue and deliver delightful and relevant
experiences at every touchpoint in the
customer journey. In my research, I’ve
found that a common catalyst for rapid
and ultimately holistic digital transfor-
mation is in fact Customer Experience.
More so, by zooming in on the Digital
Customer Experience (DCX) and asking
what would my digital customer do and
how is it affecting traditional behavior,
companies can beeline towards fast in-
novation. This is the part where skeptics
or laggards say: »Why would you focus
on the digital customer? They’re a mi-
nority in the overall market. We should
focus on customers as a whole!« They’re
right in some aspects. The thing is that
»ONCE UBER HIT THE MARKET, IT SET A NEW
STANDARD FOR CUSTOMER EXPERIENCE. PEOPLE WHO
TAKE UBER DON’T GO BACK TO TAKING TAXIS.«
they didn’t. They continued to invest in
technologies and systems that distanced
companies from people all in the name
of efficiencies, scale and profitability.
These actions weren’t customer-centric,
they were shareholder- and stakeholder-
centric. It’s the same argument with ta-
xis in the face of Uber. They’ve had years
to study how people were changing, how
digital was affecting experiences and
decision-making, how start-ups were pla-
cing customers at the center of services.
Once Uber hit the market, it set a new
standard for customer experience. Peo-
ple who take Uber don’t go back to ta-
king taxis. There’s an Uber of everything
on the horizon of every business and di-
gital transformation is the best defense
and offense to compete in a digital eco-
nomy.
]
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