Digital tools and technologies have made our everyday lives so much easier that we’ve come to expect a streamlined, personalized digital experience whenever we contact a business. Simply order products and services online, from whichever device you’re currently using, whether it’s via computer, smartphone or tablet. Data should move in real time or near time for quick results. And although AI and bots enhance customer service, there are still times when a human interaction option is preferable.
To meet the high digital expectations of customers, businesses should review their current operations and build an architecture that will satisfy customers and earn their loyalty – today and in the future.
Along with many others, this is a challenge that Katie Curtis faces as Chief Information Officer at Great Plains Communications where she oversees strategic planning for technology, infrastructure, information system assets, data management and enterprise security. Recently Katie shared her experience and expertise in an article that appeared in Broadband Communities: “How to Meet the Customer’s Digital Expectations With A Data-Driven Mindset.”
Here are a few tips from Katie on building the best customer digital experience with a data-driven mindset, along with a link to the Broadband Communities article.
Companies must think about what experience they want to provide to end customers and build an architecture that meets that goal.
Where do we want to meet our customers? Is it on website only? In person? Do we want to offer chat functionality? Text functionality? A business should define its business requirements before identifying which applications to deploy.
Understand the BSS/OSS ecosystem. At one time, business support systems (BSS) such as a CRM platform that managed customer interactions were considered front of house and operations support systems (OSS) were back of house. Now, it’s important to view architecture holistically and not silo BSS and OSS. What does this mean? A more API-based, Cloud-based approach is required to move data in real time. Consider implementing data platforms to run analytics, and potentially AI.
Maintain an accurate inventory. If a business does not have an accurate inventory of services and technology, it cannot deliver a good customer experience. The inventory must also connect from the CRM platform. Every time an online order is not accurate the customer experience is diminished.
Build quality data and processes. It’s important to define BSS/OSS systems, architecture and where inventory systems reside. Then ensure processes are in place to capture quality data. Keep in mind that although customers probably don’t expect there will never be delays, they will expect timely communication.
Finally, keep in mind that these statements go hand-in-hand: A company is only as good as its data. Data is only as good as the processes.
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