Saturday, June 04, 2011

A New Platform to Deliver Superior Customer Experiences

A few weeks ago, I talked about the new platform and the new technology era of business applications. The new platform must enable business applications to drive optimal business decisions and improve customer experiences. It must provide a breadth of application services that enable businesses to rapidly build intelligent business applications that can adjust rapidly to changes in their business environment.

Several weeks ago, at EMC World 2011, I gave a presentation on How to leverage Documentum xCP and the 5 Cs (correspondences, capture, case, content and compliance) to deliver superior customer experiences while improving business efficiencies.

In my presentation I started with a personal experience. A few months ago, I got an automated phone call from my bank telling me that my debit card had been deactivated and to press 1 if I wanted to reactivate it. Puzzled, I decided to call my bank instead. First, regular customer services was closed; so I decided to get routed to the service where you report card losses. After a 15 minute process, I finally got in touch with a customer representative who told me that this was a scam they were aware of and that they had issued a press release to warn their customers about the scam. Yes, you read right: a press release... As educated and responsible consumers and customers, we are expected to monitor the press releases of the companies we do business with, no less.

Well, in the day and age of personalized services and hyper social interactions, needless to say we expect more. This is where the new platform comes into play.  Imagine what my bank could have done had they been using that new platform:
  1. They could have been monitoring social channels and their own customer data to look for patterns that their brand was being used for mischievous purposes.  That's where Big Data comes in.   Leveraging data computing appliances and predictive models, corporations can be on the look for significant patterns or events that are likely to impact their businesses.
  2. Once, my bank has found evidence that a scam is underway, they could have leveraged the intelligent correspondence management and process capabilities of xCP to send me multi-channel personalized communications and to make sure that I was aware of the scam.  In those communications, they would have provided me with instructions on how to deal with the situation.
  3. They could have been proactive in identifying customers that were victims of the scam and opened cases to help those customers deal with the situation, cancel their debit cards and issue new ones
  4. They would be delivering better customer experiences, ensuring the loyalty of their customers while protected their business against potential charges of negligent behavior.
This is the power of the new platform.  Gain insight from social and business data, and take actions on that insight to deliver superior customer experiences.  As the success of companies like Zappos shows, companies that can successfully deliver those superior experiences create long term sustainable competitive advantage.

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