Improving the Customer Experience
Industry surveys and consumer polls, alike, reveal an uncomfortable truth. Many professional services and similar sector organisations are still not coming to terms with the rapidly evolving realities of the digital age. Most crucially, the revolution in Customer Experience (CX) and the demands now placed upon improving the quality of the entire service engagement process.
9 in 10 customers get frustrated because they need to “repeat their issues to multiple representatives”, according to Accenture. It’s a well-known and widespread complaint. Yet, one recent Gartner survey also found that 89 per cent of companies expect to compete mostly on the basis of “customer experience”. Our own Edgewater Fullscope whitepaper highlights research by customer intelligence consultancy, Walker, which warns that, “by the year 2020, customer experience will overtake price and product as the key brand differentiator”. Download here
Professional services of all sizes, continue to face their own personal challenges in finding a scalable, digital solution. Forward-thinking marketing executives are acutely aware that they must make the push from traditional ‘company-centric’ behaviour to a ‘customer-centric’ model, which will bring mutual benefits to both customers and their company. The struggle to keep up is in stark contrast to target customers who have already moved upstream.
Service sector still partially reliant upon silos of “separate reporting structures”
Service industry professionals have the knowledge of the service they are providing, but how much detailed knowledge do they have about their customer at any of the company’s individual customer touch points? Are customers being asked the same questions by diﬀerent people within an organisation, or having to repeat their specific needs? Their expectation is of a totally integrated B2C transactional interface providing a seamless, omni-channel experience across interconnected devices, platforms and channels, and instant realtime engagement. Yet all too often, customers are confronted with service sector businesses still partially reliant upon silos of “separate reporting structures, narrow performance incentives, and no clear accountability”.
Customer experience may be defined as “The perception that customers have of their interactions and feelings about a company or organisation over time.” Customer experiences are now chosen and endorsed by the customer themselves, so while many companies may still be in the early stages of considering a fully integrated IT marketing system, they need to also understand that customer experience and CRM is now at the beating heart of that system.
Today, professional services are being confronted with questions about the usefulness of their data, their understanding of why and what their customers are doing, and the relevance and efficiency of their communications and interactions. The answers point everytime to a total remodelling of customer experience that CRM technologies uniquely provides. The Edgewater Fullscope whitepaper offers real insight into how customers can fully connect with an organisation at any point in the sales cycle and receive the real-time knowledge they need and expect in today’s customer-centric service world. Download Pushing against the current
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