Digital Reinvention

Customer at the heart of experience

Share this post:

Think of the last time you had a bad experience with a service in a restaurant, even though the food was great. Or a deal that you picked online and was not delivered on time to you and the customer service person you called was unapologetic about it.  The chances are that you never went back to them or even posted your bad experience on the social media. Despite having a great product the brand was blacklisted by you.

Also think of the opposite case a place you love to go again and again, or a service that you frequent because they offered a great service and made your experience pleasurable. These brands then have not just made a customer they have earned a evangelist whose reviews and recommendations bring the new customers to their fold.

That is the impact that a great customer experience has on the business and brands.

This impact is much higher in the today’s digital world, the customer is spoilt for options. Their last best experience becomes the new industry benchmark and their bad ones are broadcasted globally. We live in an age where product & services are constantly outsmarting the previous one, technologies interventions are generating new possibilities everyday in how you engage with customers. So the product or services is no longer a sustained differentiator for the brand. Experience becomes the key to retain and attract new customers.

At the same time in the Digital world, brands have an opportunity to know their customer or even potential customer better and mass personalize the offering, which leads to creating “markets of one”. Today with newer cognitive technologies, brand can engage, interact and solve the problems of their followers intelligently and efficiently anytime anywhere. The engagement is no longer transactional but empathic.  The response is not just reactive but predictive. 66% of CMOs say developing deeper, richer customer experiences is their top priority

We at IBM help brands build that empathic yet intelligent experience by keeping the customer at the heart of ideas. We explore not only what they do, but try to understand what they feel and think, to solve for even the latent desires of the user.

Once I asked audience how to “design a vase”, answer I got “you would figure out what the vase needed to hold and how it would blend with the environment.” This was the wrong question to begin the process of designing the vase. Using design thinking, we should consider how to “design a better way for people to enjoy flowers in their home.” Think about outcomes.

We don’t look at the market as target groups we look at them as individual persons with latent desires. We talk to them, shadow them understand their cultures and behaviors before solving their problems. We use human centric IBM Design Thinking to create unique user experience, a process where we even involve them in co creating the solutions. And this practice has helped us not only create great experience solutions for our customers, but also at times influence their decisions for product and business innovations (at times even creating new business opportunities).

We at IBM are also witnessing growing relationship between design and Cognitive, as Cognitive brings new ways to “discover, decide and engage”, with customers to generate exceptional experiences.

We understand that role of digital brands today is not just create customers, they create brand advocates. And advocates are created only by keeping their desires at the heart of solution offered to them.

Are you ready for Digital Reinvention? Contact IBM Digital Transformation SME Now!

The solutions practice draws on the expertise of more than 2,000 consulting professionals spanning machine learning, advanced analytics, and data science, all supported by specialists with deep industry understanding. Know more about IBM Digital Transformation capabilities

Contact IBM Digital Transformation SME Now!

 

Practice Leader- Customer Experience Design & Mobility Global Business Services

More stories

Digital Destiny of Automotive Industry

I was sitting in the car, on my way to office, and the road ahead was full of vehicles. I was sitting helpless. To make good use of my time, started mentally running through my days task. I then remembered that I had a deadline among many others, from my daughter, to buy sports gear […]

Continue reading

IBM at vForum India

At IBM we are excited to be the platinum sponsors and participate in vForum 2018, one of the largest, IT Security, Mobility and Cloud IT industry event of its kind in the Indian subcontinent. If you are a professional in Data Center, Cloud, Digital Workspace or Networking domains then these are must attend events for you […]

Continue reading

Give AI Fairness a Fair Chance

Last week, I had an opportunity to talk about AI and Fairness to 100+ Business and Technical Leaders at IBM THINK Event at Mumbai. Today IBM announced launch of Trust and Transparency Cloud Services and Open Sourced AI Fairness360 Toolkit (github link), I thought this is a good time to share what I talked at […]

Continue reading