Tag Archives: cx

“There is a danger that we can overlook the simple things”: Customer Experience interview, Charlie Casey, Barclays

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.

The Customer-Adaptive Future

Accelerated disruption can provide new opportunities for enterprises that become customer-adaptive

Download the report extract here, and you can find out more about Ovum’s vision for the Customer Adaptive Enterprise at CX Forum, taking place in London on 8th October 2013.

SUMMARY

Catalyst

Accelerated disruptive change and margin-eroding commoditization are now the norm. Power has shifted to the digitally connected customer, and old business models, such as command-and-control management approaches and systems, designed for a more predictable environment, are fast becoming redundant. This drives the need for a deeper and broader enterprise-wide perspective of the customer, not just the customer-facing parts of the organization.

CRM has been greatly misunderstood and has failed to live up to its promise, and customer experience management (CEM) as a response to commoditization only provides part of the answer to a lack of differentiation. As Matthew Key, CEO and chairman of Telefonica Digital recently stated in The Times: “disrupt your model fast before somebody else does it for you.”

Ovum view

Today’s environment presents major opportunities for enterprises that have the vision to raise their sights and their games to become customer-adaptive. Conversely, those that fail to step up to these challenges risk losing market share or, worse, extinction. One only has to look at the recent fortunes of RIM and Nokia in the mobile market to realize the dangers of missing the signals of disruptive change.

A customer-adaptive enterprise (CAE) has highly acute peripheral vision and is driven by a desire and strategic intent to create and deliver value and be persistently relevant to its customers. This is achieved not only by delivering a superior customer experience, but also through continuous innovation born of deep insight into the customer’s context. These advanced organizations have the ability to actively seek out and sense the changes in the forces impacting customers’ behaviors, wants, and needs, and have the cross-enterprise execution capabilities to act and adapt at speed.

Ovum believes that the means to achieve this level of organizational coherence and orchestration are in the hands of CEOs intent on this path. What may have seemed fanciful or beyond capabilities just a few years ago can now be enabled by harnessing and working with the “grain” of judiciously applied disruptive and innovative technologies, rather than being their victim. However, before looking at technology, there are certain key principles and organizational attributes that need to be in place. There are also classes of technology that can enable this more dynamic and customer-driven environment, including some that are emerging (and which have been the subject of Ovum “On the Radar” assessments).

The customer-adaptive enterprise provides a strategic context within which to make sense of disruptive technologies and evolving customer behaviors.

Ovum’s aim in this report is to help enterprise clients navigate the disruptive environment by stimulating cross-enterprise debate and choosing the most appropriate path for their organization. Each is likely to be unique, but founded on principles exhibited by some of the more evolved enterprises examined here.

Find out more…