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Customer Engagement

Customer Engagement
Customer Experience in 2021Customer Experience in 2021

How far have customer experience (CX) digitization efforts come in 2021?

Where should you begin when designing CX architecture?

Top Answer: With customers.  It’s critical to get customer focus groups, digital surveys, and also behavioral tracking via APIs and clicks (eg. amplitude and Pendo) to get clarity both stated and unstated intent.  This will help prioritize key CX areas to improve or develop.  

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Are environmental, social, and governance (ESG) programs created to foster change, or are they for publicity & branding?

Top Answer: There are still a lot of folks doing ESG because it's the buzzword that's going to get them the investment, or the trust. And I wonder how many are doing it because they truly believe that climate change is real, and that they have to do something about it because they can. So I have a bit of skepticism about the true nature of all of these ESG initiatives and the focus on corporate responsibility. I do see a lot of impact when I look at the climate pledge and the bigger initiatives that some of the very large tech companies have kicked off. But we still have a long way to go before ESG is part of the norm.

What were the buying experiences that most impressed you?

Top Answer: When I used VMware Workstation around 2001, it was my first foray into it. I was one of the early customers of ESX and it was the funniest buying experience I've ever had. When you were buying software, especially back then, the vendor would ask, "How much of it can I sell you?" ESX wasn't a dedicated page yet at VMware; there was just a banner that said, "Click here if you want bare metal virtualization." When you clicked it, instead of asking "How much can I sell you," they asked, "Are you qualified to run this?" They would put you through a technical evaluation: "Are you going to put it on the right kind of server? Are you competent enough to run this?" They would only sell it to you once you passed those checks. It was amazing.

If you are a current SAP customer, when do you plan to migrate to SAP S/4HANA?

Top Answer: No plan to migrate soon.

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How do you work design thinking into your organization and your leadership?

Top Answer: At Spice Money, we look at design thinking as a more human-centric approach for defining our designs. Sitting in your workspace doesn’t give you insight into what your customer wants. You may think that you have all the answers because you have all these brilliant minds in the room with you, but only the user knows exactly what they require. As a rural FinTech, we serve a lot of tier three and tier four cities, so it becomes important to have a resonance with them and figure out exactly what they need and what their real challenges are. When we take up a business problem, we ideate what we want to achieve and define the problem first. Then we create the low-level designs to get feedback. And we prepare the questionnaire in a way that will not influence the customers to answer with whatever we want to hear. It is important that you are not telling them what to think or putting words in their mouth. You need them to tell you what their honest reaction is. Sometimes we do this as a regular exercise, because one advantage during this pandemic is that you can just request a time slot with the user, and connect over Google Meet. Users can give you a lot of insights, which drives down the cost of development because you do not have to go back and rework things. From the beginning, you know that the customers who originally requested this solution have validated it. Sometimes they come up with ideas that help us, and the added benefit is that it makes our merchants feel like a part of the organization. Rather than just saying, "We are developing these products and services, here they are," we’re asking them, “What do you need?” They get involved and contribute to the overall product building, which is what helps us move forward and grow faster.

How can we shift consumer behavior to encourage more sustainable practices?

Top Answer: I've seen a number of startup companies that are looking at the consumer behavior aspect and that instant gratification mindset. They’re trying to gamify it by giving the consumer choices that might change their behavior. For example, at eBay, we had this competition from our sustainability team. All these different groups came together to create a sustainable shipping box. The idea was that it ships out with a tag on it. If you reuse it, that tag gives you credit, which can change someone’s behavior. From the infrastructure side, the reason I wanted to get a baseline together is that when we know there are seven million locations, we know that they consume 594 terawatt hours of energy. We know what that energy is from—each of the real estate addresses for those locations can be reported. Imagine if you then set the consumer behavior like Netflix; instead of deciding, “I only want to watch this,” I'll opt in on the sustainability side, which means it will route through the data center locations that are renewable. Then there's packet tagging all the way through. There's a technology aspect of it. It’s interesting consumer behavior. And you can get them engaged in that way but you have to gamify it so that they get something out of it.

Do you see a disconnect in the feedback cycle between the product and the customer at your organization?

Top Answer: When you look at business application software, my sense of things from working with our product team is that they're too customer-driven in some ways, and it tends to be very reactive. Because when one of your big customers says, "I need this thing," you go build it. Pretty soon, you have this Frankenstein monster that wasn't designed holistically. It was built through a bunch of reactive changes. Major vendors like Oracle, SAP, etc., will tell you, "This is best practice and this is how it should be done." But I’ve realized that’s because their first customer asked for something a long time ago, they built it and that became best practice. They laid the foundations based on their early customers and then you can't really change it. When vendors say “best practice”, they don't mean that they tried 18 different things and determined that this is the best one. What they mean is, “This is the easy one to do in our system that was created based on what our biggest customers asked for, so that's what it is.”

How can SaaS vendors provide unrivaled support to your organization?

Top Answer: I chose customer service as if they are doing that, the other categories will be done

What are your thoughts on SaaS management platforms (SMP)?

Top Answer:

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People & Leadership
Strategy & Architecture
Cloud
End-User Services & Collaboration
Process Management
Governance, Risk & Compliance
Data & Analytics
Business Intelligence
Security & GRC
Disruptive & Emerging Technologies
Team & Organizational Design
Talent Management & Performance
Culture & Values
Financial Management
Security Strategy & Roadmap
IT Strategy & Roadmap
Outsourcing & Managed Services
Network
Compute
Storage
Backup & Disaster Recovery
Public Cloud
Hybrid Cloud
Contact Center & Telecom
Data Center
Device Management
End-User Devices
Mobile
Productivity Tools
Collaboration Solutions
Document Management
Finance
Business Applications
Legal
Human Resources (HRIS)
Technical Product Management
Software Development
DevOps
Quality Assurance
Continuous Integration/Continuous Deployment (CI/CD)
Enterprise & IT Service Management (ITSM)
Availability & Capacity Management
KPIs, Metrics & Reporting
Vendor Management
Service Desk
Management Tools
Risk Management
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