By John Bates
Is your firm stuck in the Customer Service Dark Ages? Or have you entered the Age of Customer Experience Management? This article identifies the differences between the two, and shows you how, using real-time data, you can keep your business relevant for your customers’ ever-changing demands.
We are living in a new era – one where available technologies can almost magically drag firms out of the traditional customer service Dark Ages and catapult them into the enlightened Age of customer experience management (CEM). But what is CEM? At its simplest definition, it’s the collection of processes a company uses to track, oversee and manage every interaction between a customer and the organization throughout the customer lifecycle. Customer experiences include not only interactions through traditional channels, such as purchases, customer service requests and call center communications but also, increasingly, through social CRM channels such as Twitter and Facebook. And it is made possible through Intelligent Business Operations (IBO), in which streaming analytics, historical data management and decision management technologies are integrated into the transactional and bookkeeping activities that run a business.
Firms stuck in the customer service Dark Ages have no idea how to take advantage of today’s mobile opportunities or how to customize a user’s experience. But in the Age of customer experience management, they can use their real world presence to their advantage, by offering their customers new and compelling services.
Real-time offers will be pushed to customers, perfectly tailored to what they like, where they are and in the context of what they’re doing. Customers could even see offers of things they desire before they even realize they want it themselves.
How is this possible? It can all be achieved by spotting patterns within big, fast data – in real-time – and cross-referencing them against the behaviours, stated preferences and interests learned from the past.