Happy Customer Experience Day! Did you get an Outlook reminder? Maybe a Facebook notification? Probably not. But it’s an important day all the same. Today, organizations around the world are investing time to recognize quality work that has been accomplished in the name of their customers.
At OpenText, we treat every day like Customer Experience (CX) Day. That’s because everything we work towards is built on our foundational drive to make our customers successful. Whether it’s with our products, Customer Support, Professional Services or Sales teams, we are committed to helping our customers achieve their goals. This means developing robust, innovative solutions that not only check off the boxes on RFPs, but perfectly fit each individual customer’s business from a personnel, technological—even cultural and philosophical perspective.
How is this possible? By getting to know our customers on an individual level.
In the September 2016 issue of the Harvard Business Review, there is an article that explores strategies used by businesses to better understand customers and help drive innovation. According to the authors of this article, businesses around the world are enjoying the benefits of Big Data and the information that can be gathered from analyzing customer demographics, spending habits and high-level trends. No one can doubt that this information is incredible. But it’s just a piece of the puzzle.
To get a complete picture of what we need to work towards, we need to understand the jobs our customers are trying to get done. “’Job’ is shorthand for what an individual really seeks to accomplish in a given circumstance,” say the HBR contributors. “A deep understanding of a job allows you to innovate without guessing what trade-offs your customers are willing to make. It’s a kind of job spec.”
For B2B companies like OpenText, the jobs that customers toil away on are often complex and nuanced. In the article, it’s explained that through focus groups, Hershey’s discovered that customers were put off by the guilt-inducing trail of paper left after a session of snacking on peanut butter cups. That’s pretty fascinating. But the challenges faced by our customers require more investigation.
Along each step of our customers’ journey with OpenText—from their experience browsing our website, to customizing and upgrading products—we are listening to our customers. Our dedicated Customer Experience team gathers feedback collected from regular surveys, customer advisory boards, events and individual interactions shared by employees. Every single piece of feedback is read by a member of our team. The information gathered from that feedback is then categorized accordingly, and shared within the organization.
Listening to—and working with—our customers is just part of who we are. In this recent podcast, you can hear how we helped AmerisourceBergen better serve their customers by working directly with their IT department to understand their unique needs and challenges. It’s just one of many successful customer relationships we’ve been able to grow over the years, and just one of the examples in which knowing our customer’s “jobs to be done” resulted in success for everyone involved.
Take some time today to think about what your organization has been doing well and what you could do better to help your customers succeed. Recognize achievements and work to understand what your customers are really trying to accomplish. If you can help get them there, they’ll keep coming back to you.