The Customer Catalyst

CHAPTER 4TECHNOLOGY

Well-integrated technology platforms and data provide the essential cornerstone for great customer experiences

C-CHANGE GROWTH DRIVERS

• Build a customer operations team that can consider technology investments and usage from a customer-led perspective, as opposed to an internal, functionally siloed one.
• Back-end technology and systems should be as simplified, unified and joined-up as possible to provide the slickest and most effective platform to underpin great Customer Experience (CX).
• Do not fall into widget traps. It is far better to invest in a robust, well-integrated platform that supports integrated, frictionless CX than it is to buy new technology features and functions without understanding the bigger customer picture.
• When it comes to providing great CX, data is the new oil. Most organisations already possess an abundance of data, they just need to be refined properly and used in a way that satisfies regulatory requirements.

Underpinning great CX, which is driven from an external, customer-journey-derived view of the organisation, is technology. Joined-up CX means ensuring the systems and processes at both the back-end (i.e. what goes on behind the scenes inside the organisation) and at the front-end (i.e. what the customer sees), or a mix of technologies covering both aspects, are as integrated, seamless and quick as possible, in the eyes of the customer. Without integrated systems and processes, in both B2C and B2B environments, customers ...