De­sign­ing CX for Dig­i­tal, Lever­ag­ing Data

Dataquest - - EDIT - Ed Nair ed­nair@cy­ber­me­ Ed Nair Group Ed­i­tor-ICT Busi­ness

Cus­tomer ex­pe­ri­ence (CX) man­age­ment is a much-fash­ioned, highly-fla­vored word these days, es­pe­cially in the con­text of dig­i­tal transformation. I have been com­ing across many soft­ware prod­uct com­pa­nies in the CX space, some even with ver­ti­cal spe­cial­iza­tions. IT ser­vices com­pa­nies have been de­liv­er­ing CX projects around large ap­pli­ca­tion plat­forms. Even con­ver­sa­tions about AI high­light CX as a ma­jor use case.

CX is a low hang­ing and an easy to ac­cess gate­way to the fortress of dig­i­tal be­cause transformation done on cus­tomer-side of the busi­ness is likely to have more im­pact in terms of cus­tomer sat­is­fac­tion and re­ten­tion. That’s why for many com­pa­nies it is the ini­tial port of call for dig­i­tal transformation.

Un­til re­cently, tech­nol­ogy in CX used to be about contact cen­ters and CRM with an added om­nichan­nel thrust.

The surge of dig­i­tal con­sumerism has pushed cus­tomer ex­pe­ri­ence (CX) man­age­ment to what is known is ‘dig­i­tal-primed CX’, CX that is pow­ered and en­abled by au­to­ma­tion, chat­bots, an­a­lyt­ics, aug­mented re­al­ity, ma­chine learn­ing, and ar­ti­fi­cial in­tel­li­gence.

A re­port by Di­men­sion Data on Cus­tomer Ex­pe­ri­ence Bench­mark­ing re­veals that the num­ber of cus­tomer in­ter­ac­tion chan­nels will grow from nine to eleven this year. The top chan­nels that are tak­ing vol­umes away from tra­di­tional ones are vir­tual as­sis­tant (chat­bots), IM, mo­bile apps, video chat, and IoT.

In the dig­i­tal world, or­ga­ni­za­tions de­liver dig­i­tal ser­vices and operations. CX has to be de­signed around three sim­ple prin­ci­ples: sim­ple, im­me­di­ate, and in­di­vid­u­al­ized. Fur­ther, if CX is a jour­ney, then it must be con­sis­tent through the jour­ney. Ac­cord­ing to IDC, the de­sign prin­ci­ples of CX in­clude the fol­low­ing: De­signed to dis­rupt— focus is not to prob­lem solve, start de­sign­ing zero-base, cre­ate new out­comes for cus­tomer en­gage­ment Dig­i­tal ve­loc­ity— fric­tion­less and re­al­time, hy­per­dig­i­tal in­ter­ac­tions/ trans­ac­tions End-to-end adop­tion— seam­less ex­pe­ri­ence, per­son­al­ized, ops and ser­vice should be cross-func­tional (not siloed), cre­ate com­pos­able value chains Scale and agility to­gether. Ca­pac­ity to scale fast with­out los­ing agility But tech­nol­ogy in CX goes be­yond cus­tomer in­ter­ac­tion mech­a­nisms or chan­nels. Data plays a cen­tral role in get­ting suc­cess­ful CX out­comes; there are var­i­ous use­cases where CX ef­forts were primed us­ing the power of data and an­a­lyt­ics. For this, the or­ga­ni­za­tion needs to be data-driven, which by itself is a tech­nol­ogy-heavy part. The es­sen­tial tech­nol­ogy ‘nuts and bolts’ are open source, mi­croser­vices, server­less ap­pli­ca­tions, IP, and Spark (an open­source per­for­mance clus­ter com­put­ing frame­work for big data work­loads) amongst oth­ers.

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