CEO Today Magazine October 2019 Edition

TIPS & ADVICE www.ceotodaymagazine.com 36 In the age of social media and instant feedback, customer experience can make or break even large businesses. In order to ensure you are on the right side of your customer reviews, you need to offer great service, to all customers, all of the time. This customer service will be delivered not just by smooth apps and automation, but by human staff on the front line of service. However, what people and machines ultimately need to deliver in great service is the same: information. By making the right information available to all relevant users, management can create a culture that enables great service and ensures each customer is dealt with in a way that is relevant to their personal needs. With these five steps, you can put the appropriate IT and work culture in place. Create a CX that is Tailored and Personal: Customer experience (CX) is the evolution of customer service. Your customers know you have a plethora of in-depth information about them, so they expect you to deliver – now. And they want a tailored experience. If they don’t get it, they’ll tell the entire world in less than a minute. This means that your front line staff need access to accurate customer information so that the first point of contact can deal with the query all the way through, to the customer’s satisfaction. A content services platform enables this on the technology side by delivering a complete view of the right information to the right people, where and when they need it. By providing users with easy, secure access to complete information – anytime, anywhere, on any device – your organisation delivers more responsive, meaningful interactions. Embrace digital transformation: To be transformative, you have to improve the speed of business. Improve processes. This way staff can make the most informed decisions, armed with the most current information. Digital transformation will involve using the cloud to save money, time, and resources; and offering Create a Top-Notch Customer Experience in 5 Easy Steps By Bob Dunn, Associate Vice President of EMEA and APAC at Hyland