Nitin Badjatia, Senior Director of Product Strategy at ServiceNow, offered insights into the link between customer service and digital transformation during his presentation at the 2018 Customer Experience Leadership Forum in San Francisco on November 6. In his presentation, “Lead with Customer Service for Your Digital Business Transformation,” Badjatia provided tips to help CX professionals use digital technologies to optimize their customer service efforts.
How CX professionals approach data can have far-flung effects on an organization. If CX professionals take a data-driven approach to their everyday work, they could generate actionable consumer and industry insights. Or, if CX professionals ignore data, they risk missing out on meaningful consumer and industry insights that they otherwise could use to help an organization engage with its target audience.
“The future is run by data,” Badjatia stated. “When most companies talk about transformation, they talk about reinventing the core. It’s about making your operations much more dynamic, much more efficient and fixing things that don’t work well.”
Digital transformation won’t happen overnight, regardless of an organization, its size or its industry. Conversely, digital transformation requires an organization to prioritize innovation, as well as the development and implementation of new business models.
“[Transformation] is about building new business models,” Badjatia said. “It is about innovating the future.”
Some organizations are already reaping the benefits of digital transformation. Meanwhile, for organizations that want to embark on a digital transformation journey, it is vital to scale their digital transformation efforts accordingly.
With a scalable approach to digital transformation, an organization can gradually integrate digital technologies into its customer service activities, as well as across myriad departments. Over time, this organization can ensure its digital technologies are used effectively across all departments – something that may lead to long-term revenue growth and long-lasting customer engagement and loyalty.
“The future is already here, but it just is not evenly distributed,” Badjatia noted. “[New technologies] are impacting us and our lives in ways that we wouldn’t have seen even a decade ago.”
To highlight the value of digital transformation for CX professionals, Badjatia provided an example involving the use of Amazon Video to watch a movie.
Badjatia recently rented a movie on Amazon Video, but he experienced minor lag issues during playback. However, within minutes of experiencing these issues, Amazon customer service professionals emailed him about the issues and provided him with a credit.
“[Amazon] knew that the experience had been poor, and they corrected that,” Badjatia indicated.
Like Amazon’s customer service professionals, all other CX professionals must discover ways to stay connected to an organization’s target consumers at any location, on any device and at any time. If CX professionals implement the right digital technologies into their everyday operations, they can use these technologies to retrieve consumer data from a variety of sources. Then, CX professionals can understand consumer patterns and trends and tailor their day-to-day efforts to match customers’ expectations.
Furthermore, CX professionals must leverage digital technologies to analyze the competitive landscape across an organization’s industry. If CX professionals identify why consumers may choose one brand over another, they could find the best ways to use digital technologies to foster exceptional customer experiences. Best of all, these customer experiences may help an organization build a competitive advantage over its rivals.
“If things are always on and always connected, then you have the power to know,” Badjatia pointed out. “Companies have taken advantage of this for monitoring, and consumers are now [doing the same].”
No longer can CX professionals rely exclusively on customer relationship management (CRM) tools, either. CX professionals now must find CRM technologies that promote the development and implementation of first-rate customer service and engagement strategies.
“[CRM] does not involve any relationship management when you assign a task to a contact,” Badjatia stated. “We believe the future is about customer service management … and involves enabling your call center agents to function in a way that they can already be informed of all of the relevant information that they need to act.”
Lastly, the Internet of Things (IoT) and the push for connected technologies could transform the way that CX professionals interact with consumers.
The IoT drives connectivity, and CX professionals must understand which IoT technologies can help an organization engage and serve its target audience. Plus, CX professionals must select IoT technologies that make it simple for an organization to retrieve consumer and industry data and learn from this information. They also must choose IoT technologies that ensure the right employees and departments can get involved in customer service issues and work together to quickly resolve these problems.
“Connecting into the world of IoT is critically important today,” Badjatia pointed out. “You need to be able to route the work to the right group and get the right people involved … to solve for it once and for all.”