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Volume 27, Issue 3

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September 10, 2013

Connecting and Collaborating to Improve the Customer Experience

Given the rapid expansion of social and mobile technologies, organizations have increasing opportunities to connect with customers. The IT organization will play a key role not only in capturing and analyzing customer data and increasing the number and value of online customer interactions, but also in terms of creating the means for internal departments to collaborate and better serve the needs of customers.

Some organizations mistakenly believe that customers want an online relationship with their company and bombard customers with surveys, questionnaires, and offers, whereas the reality is that what most customers really want is information and discounts. Organizations that examine and continuously improve their customers’ experience in their ease-of-search, ease-of-purchase, and ease-of-tracking delivery progress will likely gain advantage. Measuring what matters to customers in terms of factors such as perfect-order delivery performance and first-time-right responses to customer inquiries and complaints helps round out the picture of the customer experience.

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http://blog.cutter.com/2013/09/10/connecting-and-collaborating-to-improve-the-customer-experience/