Personalizing the Customer Experience is the Key to Success in 2017

As consumers, nothing is worse than a bad customer service experience.

Most of us have experienced entering information in an automated phone system as fast as possible in hopes of eventually talking to a real human. But when we finally got a real human on the line, instead someone ready, willing (and able) to solve our problem, we were made to first verify our name, address and birthdate and remember some obscure PIN number. And then after all that hassle – it turned out our issue couldn’t be solved – at least not right then by the person we were talking to – yet that person had the gall to ask “is there anything else I can help you with?” before ending the call.

According to Forrester’s 2017 predictions understanding and personalizing engagement with customers is one of the most prized leadership dimensions in today’s customer-led, digital-centric business landscape. In the consumer space, we’ve come to expect a personalized customer-service experience – intelligent call routing that gets us where we need to be faster, credit card fraud detection that proactively alerts us to purchases we didn’t make, and internet-enabled self service that lets us upload documents to accomplish transactions instead of faxing or mailing in paperwork then following up by phone.

Not only does well executed, personalized customer service delight customers and turn them into brand advocates – it’s necessary for customer retention. Customer loyalty is only as strong as the last customer interaction – in fact it takes 12 good experiences to make up for one bad interaction. And customers are making good on their threats – 89% of consumers have stopped doing business with a company after experiencing poor customer service, and they’re four times more likely to buy from a competitor if the problem is service related vs. price or product related.

In the B2B space, customers are looking to buy business outcomes – and demand their suppliers have more “skin in the game.” B2B buyers have become wary of sole-source contracts and vendor lock-in tactics – in fact they’re increasingly choosing “pay-by-the-drink” consumption models such as software as a service – that guarantees performance with Service Level Agreements – and they’re building systems with the mindset of being able to easily switch providers if they don’t get the service they expect.

At ECD, our Customer Success practice offers a holistic approach to the personalized customer engagement. It starts with consulting services that help customers with upgrades and migrations or even creating custom mobile applications to search, view and browse Documentum. We offer Education Services that can fine-tune training to the customer’s needs – whether you’re unfamiliar with our products or an experienced user. And our Value Added Support Services take the personalized customer experience to the next level with technical account managers and dedicated support engineers who know the customer’s unique environment so they can do things like quickly resolve service issues or ensure upgrades are backward compatible.

OpenText

OpenText is the leader in Enterprise Information Management (EIM). Our EIM products enable businesses to grow faster, lower operational costs, and reduce information governance and security risks by improving business insight, impact and process speed.

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