VOICES
The Ultimate Differentiator
Karen Quintos, Dell’s EVP and chief customer officer,
reflects on how technology can enable a more customercentric
approach to business.
BY KAREN QUINTOS
22
The customer experience matters now more than ever. Today at Dell
Technologies, customers expect more than industry-leading solutions
and services. They also expect an industry-leading experience and
relationship that helps accelerate their business. That’s why the customer
relationship has quickly become the ultimate prize for companies both
large and small.
In today’s all-digital world, technology is the enabler for this exceptional
experience and relationship. This is true beyond the tech industry. Forrester
Research estimates that nearly 90 percent of enterprises are investing in tools
and technology to improve their customer experience initiatives.
So how do you put technology to work in improving the customer experience?
Here’s a look at the potential we’re seeing for tech to drive a company’s
ultimate differentiator.
LEAD WITH INSIGHTS
Contrary to what some may think, technology and “machines” will not make
the customer experience impersonal or disconnected. Rather, a strong humanmachine
partnership will result in stronger “human-human” relationships as
companies lead with insights through a customer-first approach.
The rapid emergence of predictive analytics, Internet of Things, machine
learning, and artificial intelligence is allowing companies of all sizes to leverage
customer data to understand customer behavior like never before, enabling a
more personalized and proactive customer experience. This is key, as according
to PwC, 75 percent of consumers say they want more human interaction in the
future, not less. Technology can make that human interaction more personalized,
productive, and value-driven.