How Enterprises Can Deliver Customer Experience 2.0

The key to a successful business is through the customer’s heart. At a time when Internet is growing rapidly, social media picking up pace and data services on mobile spreading far and wide, the process of reaching out to the customer’s heart has entered an era of exciting discoveries. CIOs today are viewing the area of customer experience as one of the greatest opportunities for innovation.

The Aspect & AGC Thought Leaders Forum: Delivering Customer Experience 2.0, powered by Biztech2.com shed light on the evolving challenges of customer service and how do organisations deliver next generation customer experience that sets them apart from their competitors.

The challenges of customer service and support have changed, but the imperative remains the same: how can customer-centric organisations realign their customer care and operational strategy to deliver next generation customer experience by engaging customers in social and retail spaces, and enlisting support from key functional areas of the enterprise?

With the Internet being ubiquitous and accessible even through mobile handsets, there has been a rapid growth in access and acceptance of channels like social media which is expected to transform the way organisations interact and engage with their customers. This has led to new and emerging customer response methods including social media, mobile applications and instant messaging services, besides the usual voice call and website enabled response centres.

In light of this, Nilesh Marathe, Solutions Director – Interaction Management, Aspect Software, stressed on the role of IT in creating a unique customer experience. IT enabled contact centre service can be the biggest touch-point between a company and its customers. However, one also needs to realise that contact centres are just one aspect of the customer experience. Today, unified next-generation communications expands on this by adding e-mail and chat and social media, making possible a one-to-all model that can reach across the entire organisation and truly deliver Customer Experience 2.0.

Marathe further stressed that in order for the organisation as a whole to deliver Customer Experience 2.0, the unified next-generation communication needs to align with contact centre management solutions, along with tools that deliver performance management, workforce management and quality management.

Amit Bishnoi, VP – Applications Business, AGC Networks, highlighted customer satisfaction from another perspective: workforce optimisation using IT to help drive productivity, and hence customer satisfaction.

Najmuddin Jabalpurwala, Practice Lead, Workforce Optimisation Solutions, Aspect Software attempted to bring a perspective on turning the potential of unified communications into real business results. He walked into the presentation as a customer from as outside-in perspective, to help understand how the customer perceives the applications within an organisation. He also focused on customer expectations and threw some light on how to drive improvement within the organisation.