Customers today buy based on their experience with a company and whether a product or service meets their personal values, including access, inclusion, sustainability and trust. Customer Experience (CX) must play a key role in decision-making and be involved in technology initiatives.
To optimize technology for CX, CIOs need to relate technology to customer value, thinking in terms of customer experience rather than customer process. CIOs can use enterprise transformation and modernization to improve CX if:
- Attach to the purpose of the brand
- Use customer insights
- Design for customer trust
- Implement change activation
- Provide a comprehensive entrance
Attach to the purpose of the brand
A company’s brand goal defines its mission and often how it plans to improve the world for the better – and is a powerful contribution to the customer experience and loyalty. Organizations need to invest in technologies that allow, align and support the design of this goal.
Clients can have a wide variety of experiences with an organization; negative ones can lead to customer exhaustion. Gathering insights and mapping the client’s path to understanding customer expectations helps organizations better identify which experiences are most important and impactful. These travel cards can then inform technology investments and opportunities as they build ecosystem and a technology portfolio that connects to customer and brand experience.
Companies that do not adhere to the brand’s goal run the risk of spending millions on technologies that do not meet what customers care about. When customers perceive a bad experience, they turn to the competition. Information technology directors, who require matching the customer experience with the brand’s goal, protect the longevity of the business.
Use customer insights
Information technology directors, who are constantly building a better customer experience, know how important it is to listen to the voice of customers. Customer insights come from many different sources, but data is the strongest basis for making critical decisions.
To derive value from customer insights, CIOs need to:
- Make technology decisions using customer experience insights as input
- Connect with the customer’s voice to understand the important customer experience
- Use data to find a field of vision for investing in technologies that increase CX
Design for customer trust
Directors of information technology and C-suite must constantly focus on new regulatory requirements, customer expectations and destructive competition. Companies that can respond to change by implementing seamless technology gain an advantage by avoiding disrupting the user experience and allowing customer trust.
Information technology directors need to design technology with customer trust in mind, anticipating future changes as technology is built or designed so that the customer experience is as seamless as possible. Include as much flexibility as possible in the design process. Failure to do so includes delays in response time, a lack of anticipation of customer needs, a decline in customer confidence, and damage to the CX.
Implement change activation
Employees are the most effective ambassadors of the organization’s brand and are also internal customers.
The more employees are equipped and switch to new technologies, the better the internal and external customer experience change permission essential. A strong, comprehensive change support program brings a welcome change in roles and responsibilities as new technology frees employees to perform higher-level tasks.
Innovative organizations understand that the use of new technologies in an outdated or outdated way is not supported digital transformation. True automation requires a transition from a waterfall way of thinking to an Agile approach. When activating change is implemented using a flexible mindset for experimentation, quick failure, wire prototyping, etc., efficiency can be achieved.
C-suite partnerships have synergistic value
Successful collaboration requires technology and business leaders to work together. As the entire C-package is larger than the sum of its members, each member must focus on applying unique value while working synergistically with other members and departments of the organization.
The full range of stakeholders should have a place on the design table. Working closely together as strategic partners, the CIO and C-suite members should promote norms for cooperation planning and ensure that the voices of all stakeholders are heard. Having the organization’s business leaders, compliance guide, and CISO on the decision-making table allows the organization to make appropriate customer-focused, results-focused decisions. Each team member has a unique contribution:
- Chief Marketing Officer (CMO) – CMO works in partnership with CIO and CDO to enable a seamless online and offline customer experience through the use of technology through new digital products and services.
- Chief Client Director (CCO) and Chief Experience Officer (CXO) – CCO and CXO work throughout the company to protect CX, leading the fee for innovation, new imagination and overall improvement of the customer experience.
- Chief Digital Officer (CDO) – CDO focuses on end-to-end automation and the development of innovative or disruptive digital products and services that bring value to customers.
- Chief Risk Officer (CRO) – Ensuring that the customer experience is in line with the organization’s risk appetite is a critical role for CRO, which should also help provide a customer-friendly experience while aligning with industry requirements, standards and regulations. – without adversely affecting CX.
- Chief Financial Officer (CFO) – CFOs strive for customer growth by bringing CX value and prioritizing the organization’s investment in customer experience opportunities that will have the most significant impact.
What do companies need to do now to get the highest return on investment?
In order to optimize the return on investment from the transformation of the enterprise and increase the customer experience, companies must:
- Align budgets and priorities across the organization with a focus on customer value and overall customer travel. Ensure an optimal customer experience by building a technology roadmap that includes data, privacy and regulatory compliance, as well as systems.
- Make sure the CIO team understands the feedback from the “voice of the client” and uses it to enable investment in the most impactful strategic initiatives that relate to the experiences that clients value most.
- Embrace and apply a flexible mindset to update software development life cycles, budget processes, stage and DevOps to optimally meet the needs of the market, customers and employees for pace and speed for the most valuable features and functions.
CIOs are in a unique position to implement innovative technologies that allow continuous improvement of dynamic customer expectations.
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Contact the authors:
Opposites, Managing Director, Digital Transformation
Managing Director, Customer Experience Strategy