Calling all CIO’s and CTO’s: Better Customer Experiences Need You

By: Susan Ganeshan

October 3, 2017

Clarabridge Analytics
Clarabridge Engage
Customer Experience
Customer Journey
Customer Engagement

A couple days ago, I was talking with industry analyst, Omer Minkara from Aberdeen. He’s one of the most credible customer experience analysts I’ve talked to in the last 5 years. He told me that the average contact center agent interacts with more than 20 systems on a daily basis.

Seriously?! 20! In my role as CMO, I use less than 10, but there are just a few that are central to my job and those systems are completely integrated and in sync in real-time. I can’t imagine trying to help a customer and trying to remember which of the 20 systems houses the information I need about them to be helpful. No wonder we all have to tell our life story from DNA on up each time we get on the phone with a new support rep.

Calling all CIO and CTO’s

You have to fix this. Your brand, your customers’ loyalty, and your contact center team’s sanity rely on it. Clarabridge recently shared this advice that helps CIO’s know what to focus on for better customer experience management programs in your business. But let me break it down for you. Integration, scale, data, and adoption. These elements are critical to easing the burden of your customer care team.

Customer Experience Management is a Big Data Problem

This truly is a big data problem. If I have to look in one system to get basics about the customer, another to understand what they last purchased, and yet another to understand their last bit of feedback, then I’m already wasting time and likely failing to remember it all. CIO’s need to select and implement systems with well-documented API’s and they need to take the time to integrate the systems. Help your customer care team to not only solve a customer’s issues, but to also uncover and fix the root cause of the problem.

To solve a customer’s issue, you need the right data. Who is this customer, what is their feedback, what has worked to help other customers just like this one? CIO’s can help ensure the solutions are used and adopted at scale to meet the size, performance and security requirements of your business and customers.

To fix the problem, at the source, requires case management solutions that can route information to people across the business, helping them to understand when problems are pervasive. This can be across any department: help marketing understand when their last promotion caused heart ache at the checkouts, help product development understand when they “upgraded” your product leaving out critical functionality that is important to users, and help executives know when their policies and procedures just need an overhaul.

Customer experience management is a company-wide problem for sure, but one group holds the keys to success. CIO’s and CTO’s we need your help!

Susan Ganeshan is Clarabridge’s Chief Marketing Officer. Under Susan’s leadership, Clarabridge Marketing produces insightful, educational content that enables business leaders to deliver on the promise of best-in-class customer experience. Follow Susan on Twitter @sganeshan.