Last week we explored the concept of Commitment and the reciprocal relationship that must exist between an organization and its customers if an organization wants to truly maximize the benefits by adopting this concept as a resolution in 2014. If you have not read the previous post or others in the series on business resolutions you can find them here:
Customer Experience is another must in the list of concepts presented by @OracleCX in the above image. On their website Oracle describes Customer experience as: the set of perceptions a customer has with a company throughout the buying and owning interactions. Positive customer experiences enable businesses to attract more, retain more, sell more, sell for more, and do more”. (Oracle.com)
The first time I really heard Customer Experience used as a phrase meant to define a movement was in 2008 when a solutions consultant working for the then RightNow Technologies handed me a book called Eight to Great written by Greg Gianforte the CEO and founder of the company. Before this time you heard about customer satisfaction and customer relationship management (CRM) but customer experience was still almost an afterthought at many organizations. In my almost two decades of experience working in or with customer service departments it was very clear at least for the first half that service was treated like the dirty secret that you needed to keep in the closet. The view from us soldiers in the trenches was that the big business didn’t care about us because we weren’t revenue generating, however what started to happen is that smart people outside the trenches began to realize what we knew all along. Supporting existing revenue had an impact on the way new revenue was generated, in other words happy customers equals more purchases for your brand.
In 2011 RightNow renamed the releases of its product to include CX in the name bringing even more attention to Customer Experience. If we jump ahead to later in 2011 the morning of the RightNow summit in Colorado I was sitting in Starbucks with a colleague and my phone starts going crazy with text messages, emails, google alerts all about one thing. RightNow has been bought by software giant Oracle. I remember very clearly there was a lot of anxiety at the summit that year as people waited with baited breath to hear what Greg Gianforte would tell them at the Keynote.
There was a very interesting video on the future of CX played that day and while yes it turns the typical daily interactions that most people dread into a sort of utopia I try to share it with people whenever I can. This video gives a glimpse of the future and how one might leverage a best of breed suite like RightNow in their business.
Jump ahead to 2014 and CX has been an almost colloquial phrase within customer oriented organizations. There is so much activity on #CX on twitter that I can’t keep up anymore. Even with all of these strides there is still plenty of room for growth and improvement. Organizations should still keep a careful watch on customer experience and strongly consider adopting it not just as a resolution for 2014 but as part of their core values.
In an Oracle Blog post from David Vap Group VP (another veteran of customer experience) he summarizes 8 predictions for customer service in 2014 and mentions how customer experience is transforming and will continue to do so into 2015 and beyond. At Open World 2013 in San Francisco I saw an amusing and thoughts provoking demonstration on how a coffee maker’s internal systems are being integrated with RightNow CX. David played the upset customer in good fun but the message behind it was this, not only are customers continuing to expect contact points across all channels but now they want their devices to do their own service or at the very least they want YOU the Organization to know who they are when they are calling and what they own 360 degree view.
Is it a coincidence that Greg’s book, David’s blog and the customer lifecycle are all based on infinity loops? I think not.
News FLASH: The February release has become generally available as I write this. Be sure to watch this space as I take a short break from the resolution series to review what’s new. If you missed the release you can find documentation ad a webcast about the new version here: http://communities.rightnow.com/posts/ca448b0b07
If you are interested in learning more or have questions feel free to reach out to me at firstname.lastname@example.org
eVerge Group is an Oracle Platinum Partner with extensive experience. For more information about Oracle RightNow CX and our other business solutions, contact us through our website: http://www.evergegroup.com/contact.php
About the author: Rhianna Albert (Just Rhianna) has an extensive background in customer support systems and processes, is an active member of the CX community and has been implementing and integrating RightNow solutions for seven years.