You need more than just saying “The Customer comes first”
In today’s digital environment you have to create new sources of value to remain competitive. The number one way to add value is to fully understand what matters to your customer so you can exceed their expectations.
That understanding begins with information – data and analytics – that define the customer experience and inform the critical touch points across the organization. Although data is imperative to understand the issues and challenges, the tendency can be to address individual touch points rather than looking across the organization at the complete customer journey. The greatest benefits are gained when the entire customer journey is examined and optimized across the multiple functions and channels of the enterprise
As digital solutions become more prevalent in the customer experience, it is not surprising that organizations initially focus efforts around the front-end experience – website, response time, shopping cart - that customers see and organizations promote as part of their image. But, it is equally important that the underlying infrastructure and organization are aligned and optimized to fulfill the vision and expectations that have been created.