We caught up with SapientNitro at the Adobe Experience Delivers tour in London earlier in the year to discuss their work and how they are approaching Customer Experience Management (CEM).
Director of technology, Piyush Patel, talked to us about how SapientNitro is pushing the boundaries of CEM by championing outstanding digital experiences. The changing environment and the process that marketers go through to reach consumers led the conversation, with Piyush giving advice to companies on the direction they need to take to create compelling, personalised experiences that get brands to the front and centre of consumers’ minds.
Below is a short video where Piyush chats about how:
Consumers are driving the change in the way they engage with brands
The creation of experiences across new channels means that consumers are now reached in ’moments’ and how brands need to unite different channels to create a timeline of ‘moments’
The importance of giving a full experience to the customer, making sure they are given the whole customer experience cycle
Piyush provides some great insight into how companies can work towards a full experience for the customer, and we’d love to know what you think.
This week has been a significant milestone for Adobe in the delivery of our Customer Experience Management (CEM) vision. We launched the Adobe Digital Enterprise Platform, a new technology platform, and a set of new Customer Experience Solutions, that enables companies to build immersive, multi-channel digital experiences.
In this blog post I’ll try and explain in a little more detail what the platform and the solutions cover, and how it will address the business problems which organisations are facing in today’s digital world.
Firstly, what’s clear is that how people are engaging with content and organisations is changing, meaning that the traditional understanding of computing, software and applications is undergoing revolutionary change. Our digital lifestyle continues to evolve. We hear talk of about consumerisation of IT all the time and this is changing perceptions of what online interactions and business applications should be, i.e. easy, engaging & social.
Similarly, expectations regarding access to brands across multiple touch points – the web, Facebook, Twitter, apps, etc – are increasing. Users expect a seamless transition of experience between these touch points, forcing organisations to re-think how they manage these relationships. Added to this, the challenge of integrating these new touch points with existing back-office systems.
In the words of Adobe SVP Rob Tarkoff, “The fundamentals of Customer Experience Management are changing faster than anyone ever imagined. Consumers are experiencing brands in profoundly different ways than in the past. Companies and government agencies are trying to catch up with this rapid change, asking themselves how they can evolve their brands while leveraging mobile, social and cloud innovations to stay ahead of the competition.”
It is against this backdrop that Adobe has launched the Digital Enterprise Platform and Customer Experience Solutions.
These solutions address an organisations CEM requirements; from creating rich interactive interfaces across multiple devices, to social brand engagement enabling interaction with customers across social networks. Marketing can optimise the customer experience across multiple channels creating more relevant, timely online conversations with customers.
These solutions are then joined together by a technology platform – Adobe Digital Enterprise Platform. This enables enterprises to build immersive, multi-channel digital interactions for today’s social and mobile customers, making this digital vision a reality. Melissa Webster of IDC adds, “What’s needed is a platform that provides businesses with a range of solutions designed to help them engage with their customers when, where and how the customers want, and lets them deliver an experience that keeps the customer coming back.”
For more on the announcement you can read our social media press release. Finally, don’t forget you can follow all of the Adobe news including new information Digital Enterprise Platform and updates about CEM on Twitter @AdobeUK, @AdobeEnterprise and follow the conversation with #AdobeCEM.
For some time Adobe (particularly here in this blog) has talked about the need for organisations to firmly embrace customer experience management (CEM) and to develop strategies, underpinned by technology, which put the customer at the centre of the organisation. This applies equally in both the public and private sector.
So it was with great interest that I read news announcements yesterday from a number of the UK’s leading banks. Barclays, Royal Bank of Scotland, Santander and Lloyds Banking Group have all made bold pledges to improve their customer service.
These investments to improve customer service range from speeding up the time it takes to issue new bank cards, to refurbishing branches and investing in new technology.
Comments made by Anthony Jenkins, head of global retail banking at Barclays, are particularly interesting: Jenkins makes a strong connection between how improving customer service levels has have a direct, positive impact on shareholder value.
At a time when banks have been cutting costs across their business it’s entirely encouraging to hear such positive talk about investing in customer service. An article in Tuesday’s Independent cites increased competition and the need for diversification of products as driving factors behind this.
The most recent CBI/PwC financial services survey showed banks planning to invest in customer service even though they are cutting costs elsewhere because they need to find new ways to generate income. As well as the fallout from the credit crunch and setbacks on overdrafts and selling payment protection insurance, the banks face competition from PayPal, Tesco, Metro Bank and other new entrants.
Talk of investment in customer service is also not just limited to the banking sector, but stretches more broadly across financial services. A fascinating interview in the Financial Times yesterday with Mark Hodges, Aviva’s UK chief executive also revealed that customer experience ranks high on his agenda. Hodges’ very open and frank assessment is that Aviva’s customer service – particularly within its call centres – just wasn’t very good and they are taking measures to improve it.
One of the most interesting statistics is that by dealing with initial customer calls more thoroughly and conclusively and solving the complaint first time – they have managed to reduce the number of calls to the centre by 20,000. This objective – to reduce the number of calls and increase the quality of customer interactions – is similar to what Adobe is achieving in the public sector with Southwark Council.
17th May sees Adobe UK host its “Experience Delivers Tour”, where technology and strategies to address the customer experience and the customer journey will top the agenda. Some of the stand out keynotes include: The Importance of Customer Experience Management delivered by Kevin Cochrane, VP Customer Experience at Adobe, The new era of experiences: mobile, social and immersive delivered by Ron Rogowski from Forrester and Future of Tablets: next generation of devices with mobile tablets presented by Michael Chaize, Platform Evangelist at Adobe.
Furthermore, there will be a host of opportunities to hear how other organisations are managing their own customer experience. Details of the agenda are available here and you can register for the event now.
Also, keep checking this blog and Twitter (#AdobeCEM) for further details, including customers who will be presenting at the event.
Following the launch last Tuesday of our Web Experience Management platform, that included significant enhancements to CQ5 and integration with the Adobe Online Marketing Suite, many have asked what is new in CQ5. To answer this, David Nuescheler, VP of Day products and technology here at Adobe, had a short Q&A with our sister blog, Experience Delivers. The video is below and if have any questions let us know.
This week has been a busy one for us here at Adobe as you may have seen that we announced a significant milestone in our customer experience management (CEM) platform, notably the arrival of our new web experience management (WEM) solution. The ability to truly deliver a multi-channel experience, integrating mobile, social communities, is now a reality for the digital enterprise.
Why we see this important is in today’s world is because marketers need to get into the mindset that a good customer experience correlates to customer loyalty and resulting in increased sales. With consumers researching and buying using multiple channels, often blending paths for a single purchase, the smart marketer has been faced with a real conundrum. They need to have the ingredients for a successful web experience strategy across all consumer touch points.
Enterprises online need to be able to deliver localised and relevant content for targeted multi-channel campaigns if they are to remain competitive. It’s because of this need to join the dots of digital content that we have reinforced our position in the Web Experience Management market.
Check out the short video from Kevin Cochrane below that goes into a little more detail on what web experience management means for business and we’d love to hear what you think.
Here in the UK, the minds of everyone in government and public sector have been duly focused on the Comprehensive Spending Review, as well as ongoing budget cuts and the undoubted effect that it will have on how services are delivered to UK citizens. It is sometimes difficult to look beyond ‘this Sceptred Isle’ and easy to feel that the issues which we have to overcome are unique. The reality is that local authorities and government bodies across Europe face the same issues and pressures as we do in the UK.
We recently hosted a very insightful seminar with colleagues, partners and customers from the Nordics. The topic for discussion was customer experience, customer engagement and the role that technology plays in redefining the experiences users have. You can view the whole webinar via the video below and a short summary of the topics covered is below.
A problem shared…
Just like in the UK, central and local government departments across the Nordics have to economise – searching for cost savings and efficiencies across their operations. New technology processes which incorporate tools such as rich internet applications, content management and electronic document management are being investigated as a means with which to not only reduce costs, but to increase the quality and efficiency of the way services are delivered.
Niels Tapdrup, citizen service manager, Municipality of Skanderborg in Denmark is heading a project which will streamline the ways in which citizens contact the council more efficiently, collating postal mail, email, online and telephone enquiries. Tapdrup explains how efficiency and cost saving are essential. The challenge they faced was how to change their channel strategy, and move expensive traditional channels of communication, to cheaper online methods whilst at the same time improve services for citizens.
The citizens changing demands
The customer, or citizen, is king and their needs must be met. Johan Salenstedt managing director, Adobe Nordics explains how the demand on how we use and access information has changed dramatically – people are familiar with just ‘using’ applications, rather than being trained on how to access them. Facebook is a perfect example of this – no one has ever been trained to use Facebook, yet implicitly millions of people use it every day. The same now applies to business or public service applications.
Barriers to implementation
In the discussion familiar barriers to change were identified, which concentrated on the internal operation of a department or authority:
How do you tackle the initial business process?
How do you manage the inevitable cultural shift within the organisation caused by doing things differently?
And finally, overcoming the elephants in the room – those things which have always been seen as too expensive or difficult to change.
How to succeed
Rule number one for a successful IT implementation is to plan with the customer in mind. The needs of the end user must drive the new system. For example, any new technology or process which is delivering information and services must be delivered in exactly the way that the end users wish to receive it. Salenstedt confirms that public sector services must replicate consumer applications – they need to be easy and intuitive to use, whilst available 24×7 on mobile and PC and must be personalised to the individual users needs.
Secondly, developers need to involve all stakeholders in a collaborative consultation process. It is vital that they ‘show’, rather than ‘tell’ how new functions and solutions will operate. Taking a brand new approach to processes which have been set in stone for years is not easy – overcoming cultural barriers could make or break the project. For example, if the users don’t see the benefit in electronic documents, then they’ll always revert back to paper documents. Involving stakeholders at the outset will help to address these cultural issues.
Authorities can reap the benefits
The benefits are clear as at Skanderborg they reduced the cost of a single ‘traditional’ citizen contact point from 145DKK (£16.50) to just 10DKK (£1.15) by using an online interaction point – this is a huge saving.
Taking a business minded, commercial attitude to public sector reform is perhaps the best approach to managing this difficult process of business transformation. Local authorities can fundamentally change the dynamic within an organisation and the way it interacts with its customers. This can be an un-nerving process but is often essential – a new way of working in which customer experience and customer centricity are embedded in the organisation.
Two important dates to put in the diary next week for anyone interested in customer experience management (CEM). Adobe, in partnership with Local Government IT in Use, will be hosting two live webinars exploring the importance of CEM and providing real, practical advice into how CEM should be integrated into everything an organisation does.
Details of the webinars are listed below. Both webinars will be broadcast live over the internet using Adobe Connect simply click here to register to watch the interviews live, specify which webinar you are interested in and link will be sent to you on the morning of the webinar.
We’re also keen to make these sessions as interactive as possible, so if you have a question which you’d like to put to a member of the panel in advance of the webinar then now is the time to ask - just click here to submit your question and the panel will endeavour to answer it. You can also submit questions during the live webinar itself.
Tuesday 28 September. 2pm (UK time). Customer Experience Management and the Citizen – Can a focus on citizen experience drive down costs in public service delivery?
With budget cuts in the public sector a continuing reality and next month’s Spending Review on the horizon, the panel will explore how technology and a focus on customer insight, or experience, can cut through organisational silos, drive up service standards and deliver much needed efficiency savings.
The panel will include:
Dr Paul William, Basildon & Thurrock NHS Trust and Electronic Medical Records
Nigel Kelly, Ministry of Justice’s e-Working Programme
Johan Salenstedt, Managing Director Nordics, Adobe
Helen Olsen, Managing Editor, LGITU magazine and UKauthority.com
Wednesday 29 September 2pm (UK time). Customer Experience Management – What makes a great customer experience?
Three factors – usefulness, usability, and how enjoyable the experience across all interaction channels – are key to creating happy customers, says Forrester. The analyst’s research also concludes that these three indicators are not only measurable, but critical to an organisation’s success.
The panel will include:
Jonathan Browne, Senior Analyst, Forrester Research
Jon Atkin, Scandocs,
George Neill, Experience Architect at Adobe UK
Helen Olsen, Managing Editor, LGITU magazine and UKauthority.com
We’ll also be tweeting live from @AdobeEnterprise and if interested in following the conversation the tag is #LGITUlive.