It’s time for tech teams to find their voice in customer experience

Let’s face it, all companies offer services through apps and websites or rely on digital tools. The only way to truly stand out in digitally saturated markets is to be able to go beyond the call of duty to delight customers. It is not only about the price or quality of a product or service, but also about the “experience” that comes with it. This is why there has been a lot of pressure lately to improve the customer experience (CX). It’s time for technicians and managers to take the lead and interact directly with end users. It’s time for technicians to amplify their CX voice.

A RackSpace survey of 1,400 IT managers last year found CX to be a top strategic priority, ahead of IT security/compliance and digital transformation. The survey revealed many indirect impacts: six in ten executives (63%), for example, say they use technology to improve automation efficiency, and more than half (51%) use it to drive IoT and cloud initiatives. In terms of more direct impact, technology initiatives focused on real-time data analytics (44%) and customer engagement (30%) have a more direct impact on building and improving customer experiences.

How close do technicians need to get to CX activities? conducted a survey of technology executives on this issue, and most of them agreed that now is the time for IT teams to put themselves at the service of the customer. When technology professionals “can share their data with marketing, sales, and other customer-facing departments, it’s easier to point out the changes and developments needed to improve the customer experience,” said Sharad Varshni, CEO of OvalEdge.

Ditch the classic templates

“Everything should be focused on improving the customer experience, which is why our teams are organized around different profiles,” says Kia Hosrogerdi, NewStore Technical Manager. “It allows everyone to work with a customer-centric mindset. For example, our UX designers work closely with engineers to ensure that user experience is factored into product decisions at every step of the process. In addition, we strive to attract our engineers and the leading team of engineers to meetings with clients and visits to objects. This not only gives them direct access to customer issues, but also allows them to work with our product managers and designers to find solutions. »

This ideal is, of course, not without flaws. По словам Киа Хосроджерди, мышление, ориентированное на клиента, «является полной противоположностью тому, как работают типичные ИТ-организации». “They are usually seen as the executive bodies for business departments such as sales or marketing. So one of the challenges is to change that dynamic. Инженеры, привыкшие к старому способу ведения дел, должны иметь возможность предлагать мнения и решения, а не реализовывать видение другой команды. »

The “old guard” stands in the way of progress, admits Sharad Varshney. “Many see the technology sector as a backdrop, with other customer service departments taking the lead in customer service. This is a stumbling block, but it shouldn’t be. »

IT teams at the forefront

In recent years, the drive for digital transformation has brought IT teams to the forefront, giving CIOs “equal status with business leaders,” says Sharad Varshni. “This status gives technology leaders the ability to integrate the back-end with the front-end and support their team in working towards a unified customer experience. »

Sharad Varshni shares tips on how to approach CX action. “In order to overcome obstacles from senior management, or even other department members, you need to develop viable use cases for technologies that you believe improve the customer experience,” he advised. “You can accelerate your understanding of how to better serve customers from a data or IT perspective by experimenting with new approaches to data sharing and other methods. »

Kia Khosrojerdi recommended that the engineering team be involved in the customer feedback process. “That way they can understand the impact of what they have built and respond quickly and directly,” he said. “Focus on results, not production, and make sure engineers understand why. »

He added that the best way to achieve this is through ongoing participation rather than any formal training. “To achieve this, technologists must get their hands dirty and become part of a team whose DNA is customer driven. Corporate culture “plays a huge role, and this culture must permeate all departments, including the engineering department. »

Source: .com

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