Isn’t There an App for That?
I was talking to Nancy Porte, our VP of Customer Experience after a recent webinar she did in which she discussed the intricacies of journey mapping. One of the comments/questions posted by an attendee really struck a chord with me. The comment stated, “that seems like an awful lot of work. Is that what it takes?”
Nancy and I chatted about the question, sighed and smiled a bit because we knew the answer, and then she had what I thought was great insight. I’ll paraphrase but it went something like this: “Customer experience is about business transformation, and unfortunately there is no app for that.”
Now Nancy is a pro and has spent a ton of time mapping out our customers’ journey here at Verint, sharing that mapping with customers for feedback, and working tirelessly to make sure that our leadership is actively engaged in our own transformation. Watching her navigate our organization and leverage data to convey the need for change is awesome, and her translation from information to suggested action is tremendous. It is also a whole lot of hard work. If there was an app, I’m sure it would already be on her iPad. But what Nancy and countless other customer experience executives face every day is the task of changing how a business thinks, and more importantly, acts.
At the same time, organizations across a host of industries are experiencing a digital transformation. As companies work tirelessly to change, they are faced with some daunting challenges. Culture change, employee engagement, technology decisions around engaging customers—it can be overwhelming, but it is all with the goal of delivering a customer experience that is satisfying enough to keep existing customers and gain new ones.
As Nancy often references, being easy to do business with is the new battleground. In her most recent blog she stated, “Customers are now less likely to struggle through poor experiences so, for organizations it means that they must take more aggressive measures to transition experiences from good to great.” I’m not sure everyone needs to be great, but we do need to have the customer in mind when we examine technology and processes. What do customers want to accomplish? Can we make it low effort for the customer and cost effective for the business? Are the people empowered through process and technology to help the customer along their journey?