INTELLIGENT MOBILE TECHNOLOGY
Customers will judge you on their digital experience
In today’ s digital world filled with choice the customer will always win, but can your business also be a winner asks Kristian Thyregod at Riverbed Technology.
Organisations drive digital transformation through creating systems of engagement, based upon rethinking how to engage with their target audiences. Most of the innovative systems of engagements are purpose-built to meet key customer demands and are aligned to specific behavioral contexts over a defined engagement timeline. Customers discover, explore, buy, use, ask and engage in the digital realm. And it is well worth it for companies and organisations to know exactly what is going on, and how.
Most new business initiatives require digital engagement thinking and transformation. Line of business and IT executives tend to approach the critical systems of engagement decision making question: how do we get there from here through a prioritised strategy?
Here is the thing. Your customers do not care about systems of engagements, SaaS, PaaS and IaaS. However, they do care about getting the information, the product, the service they need – right now. Rest assured, your customers will judge you on their digital customer experience.
Hence, creating innovative systems of engagements is not a technology decision – it is a business decision. And it is a critical one given the desired outcomes- increase in satisfied customers, increase in expansion net new business, continuous innovation, and reducing operating expenses, among others.
Most of these outcomes, if not all of them, depend on the digital customer experience and how well you proactively and preemptively manage it. Have no doubt; your customers will expect you to manage it. So, while your chief marketing officer may talk about managing switching cost considerations amongst disgruntled digital customers, the real equation is simple, and in today’ s connected and hybrid world, it executes very quickly.
If the customer experience is less than expected and the options in the market place are greater than one, then you are at risk of losing a customer. Your customer will win, and maybe one of your competitors will, too.
If the risk of losing customers is real, then exactly what do you know about the customer experience your systems of engagements deliver? And, equally important, if the customer experience is not up to par, then when do you know about it?
48 Issue 04 INTELLIGENT TECH CHANNELS