CX Transformation: Technology is the Answer (Sometimes)


Julie Hermans

Julie Hermans

Author Bio

Marketing Coordinator


Author Bio

A couple of weeks back, we headed to sunny Stockholm to chat all things Customer Experience alongside other CX aficionados at the CX Transformation: Nordics event. The event brought together speakers from the likes of Sky, Uber and of course Confirmit, to discuss the transforming CX horizon. As digitalization and automation begin to enter the minds of CX strategists, things are getting ever more complex and have left many uncertain on what the future of CX should look like.

One of our resident CX experts, Phil Durand, Director of Customer Experience Management was at the event to share his view on how we can use the growing complexity to drive better customer experiences.

Technology is sometimes looked at as a cure to all ailments; an easy fix to drive engagement and uptake – but are we right to put all our hopes and dreams into the hand of apps and dashboards alone? It can often be heard that Text Analytics is the answer or that AI will solve everything, but where is the balance? Too much tech and not enough people will inevitably cause an imbalance, Phil’s suggestion was that the trick is to get both working together in harmony!

The first hurdle is in identifying the problem and this is where technology can help. It can comb through large data sets that would take far too long to do manually. We humans do tend to suffer from cognitive bias, we end up listening to the person who shouts the loudest or just focusing on the big numbers – sometimes we can’t always see the bigger picture. This is where technology can help us pinpoint valuable information and help give us the all valuable why.

So you’ve identified the topics but how do you prioritize them? What are the criteria you’ll use to help you decide? This is where the human wins out. You’re going to need people with experience of what works, what doesn’t and what the contributing factors are. Factors such as resources, time, and money will impact your planning, and whilst computers can filter out the noise you’re going to need someone who knows this stuff to the make decisions.

Now it’s the fun part; engaging your people and business so they can take action. We all need to care about what we do day-to-day to really get results, and this is important when getting your people on the same page. Link actions to roles; if metrics are too high level, then managers cannot easily relate their actions to the topic. Once you get them engaged in the metrics, actions will soon follow. Technology can help out here too by automating the flow of information, so people see what they need, when they need it.

And of course, we shouldn’t forget the most basic of human nature – our ability to form relationships. If you’re trying to engage your people, talk to them, find time for a chat or pick up the phone if they are far away. Establishing relationships and finding common ground will always make a difference. Our world is complicated and the world of CX is even more complicated as it touches all parts of an organization. Both technology and people add to the complexity, and of course technology isn’t entirely good or bad – it can be both. It is a question of how we use it within the business and how we use it to engage our people further.

Phil’s presentation at the event certainly got some conversations going and it was great to hear the differing views of how to get that all-importance balance right. Trial and error is inevitable, but based on the discussions we had in Stockholm – there’s plenty of appetite to get started!

If you’d like to hear more from Phil Durand and our other experts, you’ll find details of the events we’ll be attending here. Come and say hi!

 

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