Returning home from last week’s Forrester’s CXSF (Customer Experience – San Francisco) event left me with a buzz of excitement and new thoughts and ideas to dream about while on my redeye flight back to Miami. This was my first time attending a CX event, and it was refreshing to hear everyone speaking my language and not receive puzzled faces when I say “journey mapping”.
It’s exhilarating to see how customer-centric companies like Amazon, Uber, and AirBnB are disrupting the status quo and delighting customers, all while increasing revenue and entering new markets. There is no doubt digital transformation is changing the game on how companies will build and retain loyalty. Our world is more connected and the rise of IoT is only going to make this more complex—and more incredible.
So, what does this mean for IT and other B2B organizations? The escalating expectations in the consumer space are already seeping into business world. Now, more than ever, experience is going to be a critical success factor—transforming the workplace, affecting talent retention, and speeding innovation. We’ve discussed several IT trends that are emerging because of this mindset shift in a previous blog post. However, many organizations hold back on customer experience initiatives because it is easy to become overwhelmed by where to start, let alone answering the question of “where to close the experience gap?” or “how do I know if I am spending too much or too little of my IT budget on experience?”.
The most impactful insight I took away from the event was that you don’t need to deliver the greatest experience at every touch point, nor should you. Not all interactions are equally important to your customer.
KPMG, a featured speaker at the conference, shared research that broke down experiences into three key categories:
- Must-haves: The foundational experiences—the basics—that organizations must get right.
- Selectors: The customer experience factors that compel a customer to go with one company over another.
- Delighters: Those experiences that surprise the customer because of the high level of service received.
Customer-centricity and experience-driven do not have to be all or nothing. Understanding which experiences are critical to business success and which are wow-factors will make resources justifiable, elastic, and scalable. If you need help uncovering your critical touch points, we’ve shared some tools in a past blog post to help you identify what those are and how important they are to your customers—both internal and external.
I may just be a customer experience girl in a B2B world, but the lines of experience are rapidly crossing borders into IT and shifting the way we see business growth.