As I write this I can envision a spin-off from the Saturday Night Live skit with Christopher Walken stating, “I got a fever, and the only prescription is more cowbell!” only in this case, he would say, “I got a fever, and the only prescription is more data!”
According to a recent Experian Report titled “Mastering the Customer Experience“, this is exactly what businesses are saying in about their Digital Transformations (DT) in relation to their customer experience (CX) goals. This report points out that 73 percent of respondents chose CX goals as their top driver for DT, followed by product innovation at 56 percent.
Topping the list as biggest challenge is a lack of data or insight (42%), and a lack of clear strategy (34%). Along with this in a tie for third spot in challenges are a lack of digital skills, lack of leadership support, and technical complexity. So not only is having or getting at the data an issue, there is little support, not enough people to do it, and the tools are not user-friendly.
In My View
Most businesses I have engaged with recently are looking at CX as their main driver and realize if they do not improve in this area, they will come up short in the end. While this is a priority, it must have the support – as would any initiative – from the top starting with the CEO, and not just lip service.
Businesses must bring on the people and skill sets required to mine the data, analyze it and put it to use. The must also have a clear vision of what it is they are trying to do in relation to CX – how they define it – if they are to succeed. From the supplier side, those who win will approach this in the same way, by looking at the CX in relation to the tools they provide. Complexity is equal to do not use this, so the interfaces, and ability to gain the most from technology means that simplicity on the user end is essential. And, this does not mean customize every implementation.
Bob Larrivee is President and Founder of Bob Larrivee Consultancy, a recognized expert in the application of advanced technologies and process improvement, and Journalist on Information Technology for Document Strategy. In his career, Bob has led many projects and authored hundreds of eBooks, Industry Reports, Blogs, Articles, and Infographics. In addition, he has served as host and guest Subject Matter Expert on a wide variety of Webinars, Podcasts, Virtual Events, and lectured at in-person seminars and conferences around the globe.