Verint Systems Blog

AB+F Business Transformation Panel Discussion and Luncheon 2010

November 19; The Ivy Room, Sydney, Australia

Business Transformation aims to align the people, process and technology initiatives of a company with its business strategy and vision.  Chris Zaske¾vice president, back office and retail financial services¾will participate in the panel entitled “Developing a Consistent Business Framework for Success” from 12-2 p.m. on November 19.  The discussion will highlight the focus many organizations have on “customer experience” strategies for front-office and other customer-facing parts of the business—as well as explore how deploying business process optimization strategies in the back-office can create operational and cost-efficiencies.

There’s a lot of talk about customer service and the customer experience in today’s business media.  Many organizations seem to understand that they need to provide a quality experience when dealing with their customers; however do these organizations truly understand how big of an impact a good customer relationship can have on their bottom line?  Do they understand what it really means to have a good customer experience? 

It might be shocking to learn that many companies don’t really know who their customers are or what they need. They’ve built products and services based on an inside-out viewpoint, without doing enough research into what and how products are being used by their customers. Companies also develop service plans, policies, and procedures from the perspective of what’s best for the business, not realizing that what’s best for the customer is truly what’s best for the business.

Do organizations do this out of sheer blindness to reality? Not usually. Providing a good customer experience is more difficult than it sounds, but it is a process that when implemented and nurtured correctly, can have dramatic impacts on an organization’s bottom line, customer retention rates, and employee productivity.

In today’s world of demanding customers, Kathy van de Laar writes, customer experience is more important than ever. The right customer experience takes five things into consideration.

Your Brand
Your brand is who you say you are. It’s imperative that the overall experience that your customers receive in customer contacts across all channels delivers on your brand’s promise. Customers need to feel your brand values in practice.

The first step is knowing what your brand values are. Then you can mobilize your organization to proactively translate them into your daily activities. The right customer experience delivers on your brand promise.
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