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Itsm: The Digital Customer Experience
Christian Moore, Svp, It Service Mgmt., Texas Capital Bank
Technology has awider spread impact in daily living than any other industry. At some level, every person is a consumer, expert and dependent in and on the technology that enables their lives. Throughout the day consumers use, manipulate and challenge technology to bend to their will to meet their needs in the moment.
As consumers we expect good and expedient customer service in every aspect of our lives. As technology emerges, this expectation is driven to higher levels. This evolution is not new; drive thru windows, 15-minute oil changes, ATM machines, society wants what it wants – NOW.
An area that has adapted is the experience expectation, not only are the needs of the customer met, did the customer leave the engagement feeling positive about the company, the product or service? Meeting the needs of the customer is expected, the experience is the differentiator.
With this evolution, the customer expectation has migrated internally to the work place. Why would that expectation be any different on the job? It’s not. New customers can create a savings account in five minutes(Bask Bank), earning miles along the way. Amazon can deliver an order in the same day. We can order, pay and have groceries delivered from our phones.
Why is the technology department unable to grant access/ fulfill a request/resolve an incident until…?
Through the building of Customer Engagement, establishing multiple Channels of Engagement and leveraging Automation, the ability for ITSM to deliver a Digital Customer Experience is achievable.
IT Service Management must establish relationships above and beyond that of the end user. Understanding the roles that each area of the organization provides to support the purpose of the business are key in providing real time, end to end support. Support teams should not only understand the technology being used but how it is being used to support specific functions and lines of business. This is achieved through routine engagement, identification of trends and adaptation to a changing landscape. This cannot be achieved through the standard service desk mindset: ticket logging and resolution.
This engagement is critical in driving the value add of ITSM to the business which in turn delivers to the customer.
Channels of Engagement
As we expect service providers in our personal lives, we must adapt to the internal community that we support. Provide channels of engagement that meet and exceed the needs of your customer. Chat, service portals, kiosks, roaming technicians, vending machines, phone and email should be leveraged collectively to provide service to the customer when they want and need it – now. These channel options offer engagement at the level the customer desires and drives versus that of the service provider.
Enabling these channels increase the mobility, adaptability and agility of the consumer and increases the customer experience with Technology.
Automation has become a buzz word that is often misused. Workflows that are digital paper pushing is not automation. Technology Servicesmust adapt to be able to meet the customer needs without human intervention in every possible instance. Why should a customer have to call with an application problem when a bot can see the problem, log it and ultimately be automated to remediate the problem – often before the customer even knows it was there?
Each of us in our personal lives rave or degrade the service experiences that we receive every day. The line was too long, I was on hold forever and they never get my order right. These are the experiences that we tell our friends and coworkers about – usually in a way that suggests the service provider failed to deliver on our expectations and that we are not likely to go back if we can avoid it.
The digital experience is driving expectations higher. We can pay bills, purchase tickets, order groceries, schedule appointments and transfer money to our kids all from our phone – but to get technology support at work – we must wait.
Enabling your organizations IT Service Management teams to respond or even predict the service demands of the organization transforms those they support from users to customers. This in turn enables those we support to be champions for continued technology adoption – empowering our customer base in turn empowers our technology organization.
Building Customer Engagement, establishing multiple Channels of Engagement and leveraging Automation, provide the ability to deliver a Digital Customer Experience that is achievable and expected.
It could be argued that IT Service Management should be modified to IT Experience Management.