INTELLIGENT MOBILE TECHNOLOGY
Customers will judge you on their digital experience
In today ’ s digital world filled with choice the customer will always win , but can your business also be a winner asks Kristian Thyregod at Riverbed Technology .
Organisations drive digital transformation through creating systems of engagement , based upon rethinking how to engage with their target audiences . Most of the innovative systems of engagements are purpose-built to meet key customer demands and are aligned to specific behavioral contexts over a defined engagement timeline . Customers discover , explore , buy , use , ask and engage in the digital realm . And it is well worth it for companies and organisations to know exactly what is going on , and how .
Most new business initiatives require digital engagement thinking and transformation . Line of business and IT executives tend to approach the critical systems of engagement decision making question : how do we get there from here through a prioritised strategy ?
Here is the thing . Your customers do not care about systems of engagements , SaaS , PaaS and IaaS . However , they do care about getting the information , the product , the service they need – right now . Rest assured , your customers will judge you on their digital customer experience .
Hence , creating innovative systems of engagements is not a technology decision – it is a business decision . And it is a critical one given the desired outcomes - increase in satisfied customers , increase in expansion net new business , continuous innovation , and reducing operating expenses , among others .
Most of these outcomes , if not all of them , depend on the digital customer experience and how well you proactively and preemptively manage it . Have no doubt ; your customers will expect you to manage it . So , while your chief marketing officer may talk about managing switching cost considerations amongst disgruntled digital customers , the real equation is simple , and in today ’ s connected and hybrid world , it executes very quickly .
If the customer experience is less than expected and the options in the market place are greater than one , then you are at risk of losing a customer . Your customer will win , and maybe one of your competitors will , too .
If the risk of losing customers is real , then exactly what do you know about the customer experience your systems of engagements deliver ? And , equally important , if the customer experience is not up to par , then when do you know about it ?
48 Issue 04 INTELLIGENT TECH CHANNELS