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Business Process Services
September 10, 2021
Providing a great customer experience requires a culture and mindset of moving from customer satisfaction to a deeper level of customer engagement to extreme customer delight and finally to customer advocacy. It also requires the human touch for a great degree of personalization. When this has to be done at a huge scale, uniformly and consistently then technology becomes the biggest enabler. An enterprise or a small and medium business (SMB) which has that customer focus, can also easily adopt and ensure adaptation to such technologies that enable them to scale and manage the best experiences for a huge client base.
Customer expectations are evolving at such a rapid pace that whatever design and applications were greatly appreciated in 2015 is slowly becoming a “pain” now, for example mobile banking might become a secondary choice a few years from now due to the “app fatigue” of most users.
The kind of technology that becomes a real enabler for bettering customer experience is one that:
Today all these technology features can be brought together by institutions across all their platforms, products and solutions to build up a medium to long term enterprise level customer experience platform. For example,
In summary, technology can be a great enabler for customer engagement only if the institution itself has a strong customer focus and aligns its people, culture and processes to provide the best experience. Technologies such as omni-channel reach, AI and ML, open APIs and cloud native platforms can take your customer engagement to a much higher level when they are implemented together coherently.
About the Author
Jaymalya Palit
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