Challenging The 'Customer Experience' Limit
Continuing from where I left off on Customer Experience, I came across another very interesting and powerful concept that set me thinking. This concept was shared by an industry executive in the manufacturing sector recently, when an employee mentioned that some customers are too demanding and that caused a lot of frustration. The concept actually was to "Set goals for your customer, higher than the goals the customer sets for you".
Though this was made in a totally different context, I tried breaking it down using some technology-enabled, next-generation processes. I chose a B2C setting for this small experiment as it simplifies things for me, for a start! Here are some initial thoughts...For the "Sell"...
1. How do I excel in needs assessment for my customer? Using historical intelligence and predictive models (after accounting for the outliers), I will be able to identify a product or service fit for the customer. As I enhance my predictive models, I will be able to beat my customer's imagination on the right fitment.
2. How do I make the customer onboarding smoother and quicker? Maybe, once the customer shares his Facebook and Linkedin ids, I have a completely ready sign-up form for review (minus the social security information ofcourse!). I also create a network with my customer in the process.
3. How do I realize my customer's propensity to attrite, before my customer knows? Predictive models, again.
4. How do I give superior pricing value, beyond what the customer expects? Use technology to arrive at innovative pricing models. (e..: I track the customer's usage pattern. e.g: Since they utilized lesser cable hours than what they paid for, I use a predictive model and offer a PPV freebie)
5. How do I exceed my customer's expectation on the extent of credit offered? That's a catch question, skip it and move on!
For the "Serve"...
1. How do I give my customer the right telephony experience? I kick off the IVR menu and language based on the customer's demographics and history.
2. How do I make the customer interaction experience amazing? I have come across companies that claim 98% first call resolution through sophisticated internal knowledge systems. Unless back-office lead times are involved, this is very much achievable using rich UI KM tools and real-time professional networking tools.
3. How do I know my customer better than he thinks I know him? A 360 view of customer portfolio, performance and also information from their Facebook and Linkedin updated on my screen...
Even if I approach 'Customer Experience' this unconventionally, the following technology levers stand out according to me. 360 view, Predictive Models, Social CRM, Rich UI, Real-time decision making tools. I haven't yet come across an organization that has mastered all these levers at the same time but one that starts thinking in that direction will win!
