Organizational readiness is a key foundation to delivering data-driven customer experiences. There is a tendency for enterprises to jump headlong into technology, but technology alone won’t deliver a satisfying customer experience. Delivering a successful customer experience requires a mix of activities and competencies, from data integration to technology implementations to training to rethinking processes, and it doesn’t happen overnight.
Among challenges seen, the leading area of concern to executives is the fact that customer service requests require a chain of activities across enterprises to deliver. The second-ranked concern is that processes required to deliver superior customer experiences are not fully covered by enterprises’ existing IT systems. In addition, executives report the ability to leverage their customer experiences consistently across multiple channels as another challenge.
Preparing the organization is often a multi-year journey that evolves. For Royal Bank of Scotland (RBS), efforts to build a data-driven customer experience represented “part of a transition away from a pure sales focus,” relates Christian Nelissen, chief data officer for RBS. “We needed to focus on what the relationship brings to the customer.” Nelissen says he sees his department’s role as “getting the business to understand data, to go out and talk to people about data.” His team also sought to better answer the question “What do people struggle with?” Part of RBS’s transition involved internal videos, delivered to customer service representatives, that show how they are empowered to make changes to online services to better meet customer questions or suggestions. The RBS website is highly customizable, to be able to test new ideas as well as respond to customer requirements.
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At Citrix Systems, which serves 330,000 enterprises worldwide, learning how to continuously advance the customer experience is now a top priority, driven by the findings of the company’s data innovation group. “We’re big advocates of gaining data insights about customers,” says Mike Stringer, group director, data analytics at Citrix. “It’s just as important as our products or services. If they’re really engaged with the product, and we understand how they use the product, and we get that they’re getting value from the product, that makes us successful.”
The challenge has been adapting mindsets to embrace data-driven customer experience. “It’s been really hard getting people to think differently with analytics, and around customers,” says Stringer. “A great example of this is with our journey with predictive analytics,” he adds. “We had to step back and go, ‘How do we get people more interested in this and see more value out of this?’” To begin evangelizing the power of predictive analytics for customer experience, Stringer’s team first looked at some of the issues the company’s sales group was encountering.
Through analytics, the team found that sales were stronger when sales representatives followed up with customers to provide continuing support, dispelling the notion among sales teams that support time takes away from time selling. “We were seeing a lot more success when our salespeople stayed involved in support,” he relates.
To meet the challenges of delivering superior customer experiences, organizations are turning to analytics to better understand customer trends and preferences.
Reference: Elevate your customer experience by using Data Analytics – SAS