Technology for customer experience management is designed with one basic end goal -- enabling enterprises to deliver a great customer experience. But determining how to best deliver, and what even constitutes a positive experience, are not always easy tasks.
CMSWire recently had the chance to discuss what’s going on in the CXM space with Intuit executives Brian Andrews, VP of product management, and Joanne Jacobs, VP of enterprise business solutions. Both experts agreed that at its core, delivering a great customer experience is about giving consumers what they want, when and where they want it.
Anyway, Anyhow, Anywhere the Customer Chooses
From the enterprise business approach, we take the customer experience process back to how the customer learns about us, wants to connect with us, what channels they use – text, phone, social media, chat,” said Jacobs. “And obviously what they want to achieve – make a purchase, upgrade, trial, change account information. Each activity has a core technology that goes with it.”
Core technologies needed to enable superior experience include a “robust” CRM platform that provides a “360 degree view of what customers do,” according to Jacobs, as well as a back end platform that can deliver functionality for activities like changing a service to which they subscribe.
What the customer wants is 24/7 uptime, all the time,” added Andrews. “We are migrating as a company from offering traditional desktop packaged software to SaaS solutions. The customer expects anytime, anywhere access.”
Cross-channel Consistency is Key
Both Andrews and Jacobs agreed that it is crucial for CXM technology to offer a consistent cross-channel experience on the front end. “Table stakes for customer experience are security and privacy, as well as offering flexibility in how customers connect with you,” said Andrews. “Mobile applications, tablet applications and similar offerings are also table stakes for offering a great customer experience.”
Part of offering full flexibility in how customers can access a company’s online experience from different channels and platforms is ensuring the experience is consistent. “We want to make sure technology choices don’t get in their own way,” said Andrews.
“You need to keep it simple for the customer,” agreed Jacobs. “It’s relatively easy to make the customer experience overly complex.”
To that end, Jacobs said Intuit develops its customer experience management applications on a responsive platform that allows automatic adjustment of delivered services and experiences according to the method of customer access. “There is a change in application development from monolithic 'waterfall' projects to agile development projects,” she said.
Intuit Internally Aligns for Customer Experience Needs
Andrews and Jacobs said that Intuit internally aligns the groups within the company responsible for developing CXM technology to ensure end users can deliver the best possible experience to their consumers.“Our current CIO was previously a GM in a technology group,” said Andrews. “We’re a customer-centric organization and take the GM mindset. Our previous CIO also had a GM background.”
Jacobs said leaders within Intuit understand technology and also are “empathetic” with the need to provide a positive experience. “We start with leadership that approaches and aligns everything with overall company objectives,” she said. “Delighting the customer so they can’t imagine going anywhere else is our ultimate objective.”