Charlie Casey, Senior Customer Experience Performance Manager at Barclays, is speaking at Ovum’s 3rd Annual CX Forum, taking place in London on 8th October. We caught up with him to talk about customer experience and his hopes for the event.
What is the most important aspect of customer experience management from your perspective?
There is a danger that we can overlook the simple things. This starts with taking ownership of what the customer wants. If that happens everything else falls into place on the back of the trust you have built with the customer.
What does The Customer ‘look like’, going into 2014?
The customer has choice and they can select the channel of engagement that meets their needs. They are well informed and know where to look for further information. They will (rightly) not tolerate poor service and they will tell others when those expectations have fallen short. They value great service but in their eyes they don’t often receive it.
What do you hope to learn at the CX Forum?
You learn so much just by listening to what is on the minds of other organisations. Whilst many of the challenges will be similar there are always fresh ideas and innovative approaches for looking at situations. You always learn something new.
What will you be covering in your presentation?
I will be joining the panel discussion on voice of customer and customer feedback and some of the points on my mind include the level of response rates; how we reach the silent majority and maximising all the channels that collect feedback.
Enterprise end-users can claim a complimentary pass for CX Forum, and gain insights into Ovum’s latest research on the Customer Adaptive Enterprise. Get your pass here.
Find out about Jeremy Cox’s latest research on the Customer Adaptive Enterprise at Ovum’s CX Forum, taking place in London this October. What’s more, end-user IT professionals can claim a free pass for the event.
Although customer relationship management (CRM) is a mature market from an enterprise perspective, many organizations across all sectors and regions of the world continue to invest in CRM systems, says global analyst firm Ovum. Some organizations are already into their third or even fourth deployments.
In its latest evaluation of CRM solutions, Ovum found that organizations that have made great strides in creating a seamless customer experience are now looking further ahead to what Ovum refers to as the customer-adaptive enterprise (CAE). Such an organization has highly acute peripheral vision and can sense and respond rapidly to changes in customer demand and adapt at the right frequency to remain persistently relevant to its customers.
“Continuous, timely, and relevant innovation is the hallmark of such an organization,” explains Jeremy Cox, principal analyst of Software – Enterprise Solutions at Ovum. “Any transformational CRM vision, whether focused on the customer experience or CAE, requires a portfolio of applications that work seamlessly together to enable anyone in contact with the customer to deliver context-aware, relevant information.”
Ovum identifies Microsoft Dynamics CRM, Oracle Siebel CRM, Salesforce.com, and SAP CRM as the market leaders. These solutions are comprehensive, suitable for a broad range of large enterprise requirements, and are widely recognized and successful in the CRM market. Two of the solutions in the leader category – Microsoft Dynamics CRM and Salesforce.com – are eminently suitable for the mid-market. Meanwhile, Oracle Siebel CRM features a deep industry sector-specific expertise (e.g. pharmaceutical organizations where specific sales processes are supported, such as e-detailing).