Customer experience has evolved unconditionally and exponentially within the last decade, and it’s expected to continually evolve in the upcoming years to a point where we might not even recognize what it looks like today.
Does the above mentioned statement give you an idea of the importance of customer experience? Does it tell you why customer experience management is now a centralized notion – one that requires the time and attention of every member of a seemingly successful corporation – especially the Chief Information Officer or the CIO as we lovingly like to call them?
If not, allow us to explain it.
The Essence of Customer Experience Management
Customer experience or CX could clinically be described as the product of the basic interaction between one organization and its consumer over the course of time. However, customer experience and by that connection, customer experience management is so much more than that today.
It’s the personalization of a fast, economical and interactive communication between an organization and every single one of its consumers. It’s the simplicity and ease of navigation, the awareness and advocacy of brand, it’s the integration of the purchase experience with the provided support and most importantly, it is the cultivation of the business relationship to result in a loyal and long-standing consumer.
Now why does something like that – which typically sounds like something that the business heads of the corporation would be invested in, mean anything to the CIO who is generally in charge of building the IT technology to support the ideas after they’ve been devised and decided.
Only, a lot.
With increased reliance on digitization and IT technologies which have been drawn into the very core of consumer management and customer experience nowadays, almost all the technical platforms and modalities in frequent use are not only devised by the IT departments, they are also controlled by them. Hence, leading the CIO to become the center of a customer experience domain. With the addition of this, the already busy CIO or technology executive has even more work, management and pressure piled atop of them.
Here are 4 Handy Tips for Busy CIO’s on How to Best Manage Their Customer Experience
Use of Established Technologies and Metrics
Customer experience management reduces down to only half the battle when there are established technologies and analyzing metrics in play. For CIOs to ease the management experience, not only should they weigh in and establish the pros and the cons of a customer experience strategy in order to separate the positive possibilities from the negative, they should also utilize dedicated CEM platform, personalization technologies, and management tools from the get go to facilitate the processes.
Bridging the Online/Offline Chasm
The technology driven CIO’s that are focused on running and managing the IT aspect of customer experience management strategy often fail to take into account the human aspect of customer experience. For successful management therein needs to be the creation of a seamless balance between the online and the offline management.
While people are naturally inclined toward the digital involvement of customer service, CIOs should ensure that the digitized support is directing the online traffic into offline traffic by encouraging them to physically engage with the brand.
This brings us to the next point.
Create Collaborative Support
Collaborative support is exactly what it sounds like. No one tech executive can be expected to handle the onslaught of customer experience management concerns on their own without the input of external representative. Not only does this hold true for the collaboration necessary between the online and offline elements, it’s equally as important for other organizations aspects as well.
By bringing other technicians and experienced individuals on board or by delegating the menial tasks to one of the lower tier advisors, the higher-ups can focus on the more critical problems faced by the company – in every regard – customer experience management related or otherwise.
There’s also another added benefit to creating collaborative support – apart from maintaining the CIOs sanity – and that is saving money.
Implementing Communication Consistency between the Consumer and the Organization
Often times, it’s the smallest of inconsistencies which can cause the biggest downfall of an organization. A majority of the time CIO’s – with everything that is on their plate – seem to overall the importance of create a seamless consistency between the consumer and its communicative approach to the parent organization. The connective modalities are unstructured or lack fluency which creates a further divide between the two making the jobs of the employees of said organization considerably difficult – at every level.
CIOs should ensure that the consumer is able to easily access the required assistance across all channels by the provision of the option of quick movements between the smart customer service solutions. This includes being able to jump from phone calls, to text or chat messages, all the way to emails or social media interactions – along with automated technology and support that enables for efficient, effective responses and thus a fluent customer service experience.