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Road to Profitable Customer e-Experience

Shefali ‎05-19-2014 10:18 AM - edited ‎09-30-2015 07:03 AM

blog - shefali - CX -.jpg“Commerce Bank in St. Louis sees itself as a retailer (as opposed to a financial institution), which has helped the bank create an experience that aligns with the customer experience essential of convenience. It uses its motto of “Ask. Listen. Solve.” to rid itself of anything that unnecessarily robs customers of an enjoyable experience. It offers convenience, seven-day branch banking, extended hours, free penny arcade coin-counting machines, hassle-free products and treats for children and dogs.”- The Customer Experience Edge 2012



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Over the years, I have provided consulting services for a whole spectrum of clients -- commercial, public sector, healthcare, non-profits, law firms and others for customer service operations. We are in a quest to provide differentiated, enriching customer experiences (CX). Almost all successful CX implementations attribute their feat to reliability in delivery, convenience of choice, prompt responsiveness and personal relevance. For some organizations, it means it is time to throw out the old playbookand embrace the new style of IT to advance in the game.


Consider revising your strategy to reflect the following ground rules:

  • Product centricity is out; customer centricity is in.
  • Design Processes from the customer’s perspective, not just for internal efficiencies.
  • Provide customers with relevant value, not to sell products and services.
  • Listen to customers and incorporate those new insights into your processes.
  • Remember customers will choose to interact and engage with their social network and the companies they purchase from wherever, whenever, and however they want.
  • Empower employees at all levels to provide a unique, meaningful and economical customer experience.

Business strategy, executive ownership, and organizational alignment are the starting points in driving cross-functional processes to achieve a true 360-degree customer experience. It takes world-class leadership to provide the passion, inspiration and technology to employees. In his book “What’s the Secret? To Providing a World-Class Customer Experience,” John DiJulius lists the following Ten Commandments to build a world class customer experience center:


  1. Service Vision—A Clear Purpose of Why the Business Exists
  2. Creating a World-Class Internal Culture—Attract, Hire, and Retain Only the People Who Have the Service DNA
  3. Nonnegotiable Experiential Standards—Experience Standards Everyone Must Follow
  4. Secret Service Systems—Utilizing Customer Intelligence to Personalize Their Experience and Engage and Anticipate Their Needs
  5. Training to Provide a World-Class Customer Experience—Systems and Processes that Remove Variation and Provide a Consistent Customer Experience
  6. Implementation and Execution—How to Go from Ideas on Paper to Consistently Executed Concepts
  7. Zero Risk—Anticipate your Service Defects and have Protocols in Place to Make It Right
  8. Creating an Above-and-Beyond Culture—Constant Awareness and Branding of How to Be a Hero
  9. Measuring Your Customer’s Experience—What Gets Measured Gets Managed
  10. World-Class Leadership—Walking the Talk; World class organizations are world class to work for. Choose leadership with a broad vision and positive attitude to create a progressive culture.

To have a further dialog on your strategy for customer experience meet the Worldwide Microsoft Dynamics leadership: Anthone Wither, Nicole Taylor, Sandie Overtveld and Shefali Dua at HP Discover in Las Vegas, June 10-12. Visit our demo station in the Customer Experience and Citizen Engagement area of the HP Enterprise Services pavilion DEMO 4156. Also connect with us at session DF3509- Branch transformation: the new vide of banking from 1:30pm-2:00pm on Thursday, June 12 during the event.


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About the Author


2090becc0ba1f99738d3e6a9c84e9357.jpegShefali Dua is leading Worldwide Strategy and Solution Innovation team for the BPaaS Practice at HP Enterprise Services as the Solution Innovation Manager. She responsible for planning and delivery of industry solutions across verticals like social media, big data, mobility and security on the HP Enterprise Cloud offering for Microsoft Dynamics. She is also driving Enterprise Application Development initiatives as the Solution Architect for the HP CRM Americas Practice for strategic engagements.  She is reachable at Shefali.Dua@hp.com.

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About the Author


Shefali Dua is leading Worldwide BPaaS Strategy & Solution Innovation team at HP Enterprise Services as the Solution Innovation Manager. Her focus is currently assisting in planning and delivery of industry solutions for verticals like social media, big data, mobility and security on the HP Enterprise Cloud offerings for CRM Technologies.

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