There were many exercises in digital transformation that reduced the quality of customer interaction. Think about the cases where you waited in line for a phone call, repeatedly telling them that your call was important, but also repeatedly offering the option to resolve your request through the website.
Statistics will say that many inquiries have been moved to cheaper digital channels, but the effect on many customer experiences is negative. Similarly, your IT help desk can be easily accessed by email, but when the email doesn’t work or the user doesn’t have access to IT, can they solve their problem?
These problems can be small individually, but often accumulate to become a real waste of time for both customers and employees – both have the opportunity to go elsewhere.
There is a clear digital imperative for these examples, as they are decisions made to reduce costs and improve efficiency through the use of technology. However, people going through the process rarely go to bed at night, congratulating themselves on how cheap and effective they were that day.
Their goals are not in line with end-saving initiatives – they are much more likely to be concerned with meeting the needs of their customers and doing good work, where “good work” is a mixture of subjective and objective measures. To meet these needs, the company must use design thinking and / or product approaches in which the needs of users come to the fore in every decision, instead of serving a specific process or data asset.
This is a well-worn phrase, but the concept of “consumer travel”, in which the experiences of people or well-understood individuals can be analyzed and understood, is rare in our internal processes.
By taking a step back and understanding the big picture of our employees’ experience and how our processes and technologies help and hinder their efforts to get the job done, we can make a big contribution to employee retention and overall efficiency, which almost inevitably leads to better customer experience and results. This is not a job that the technology leader can do alone, it needs cooperation and coordination of many functions.
Inevitably, however, the burden will fall on the technology team to enable the agreed strategy.
In our European Digital Leadership Think Tank at 16:00 BST / 17:00 CEST on Thursday, April 28, we discussed the tools and thinking organizations need to improve the customer and employee experience and how digital leaders are involved in achieving this. To receive an invitation to future Think Tank sessions, please contact Mark Dowd at firstname.lastname@example.org.