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Customer Relationship Management (CRM)

Customer Relationship Management (CRM)
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.”

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

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What are the worst customer experiences you’ve had?

Top Answer: In recent history, my worst customer experience was a year ago, when I was trying to activate my Apple 12 pro and get the $700 credit. I tried to work with AT&T to ensure I didn't lose that credit and tried to do everything online. I ended up having to go into the AT&T store to make them do it the old fashioned way. But it was a complete failure from start to finish, trying to complete the activation and keep my credit intact.

Customer Experience in 2021Customer Experience in 2021

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

What are the most effective strategies for transforming customer experience?

Top Answer: Go sit down with your customer for a day and see what they do first-hand. When I was at eBay, we had customer experience sessions where we would sit down with the customer service agents and shadow them. We listened in on those phone calls directly to see their experience. On one hand we saw buyers and sellers dialing in and doing different interactions and we learned their pain points. At the same time, we’re with the agents themselves witnessing how they use the tools we build to support them. How do they look up the file? How do they validate information coming back through? That was really eye-opening and I really enjoyed it because I understood eBay's customers more and the pain points they had. I also understood the eBay employees who had to deal with that directly. And I had a much higher level of respect for them. Just think about if you had to take these inbound calls from people who are mostly complaining all the time. They're resolving disputes and it takes a certain type of personality to handle that. Making sure you have tools to support them makes their job easier. I learned quite a bit from that. It's the kind of experience that leads to incredible internal and external customer satisfaction.

Which would you find most valuable:

Top Answer: Immediate take away from this poll - as a consultant, it's critical to talk to your clients and understand what they need from you.

How can organizations infuse security into the customer experience?

Top Answer: You have to actually use it internally as you're designing it so that you can see the experience. It will add a layer to the current process if you don't have any security—we all know how much security two-factor authentication (2FA) provides, but people hate it. And some people who just want to be ignorant about the security risks out there continue to believe that 2FA's annoying and they shouldn't have it. So how do you get that persona to listen to the benefits of security and yet make it easy enough for them so that they can use it on a daily basis? That's a challenge that every company is facing.  The way I have handled it is by trying to minimize the number of clicks and the number of times that people have to move from one app to the other—how often you have to look away and do other things in that workflow. Try to simplify the process because there are simple ways of doing it. A lot of companies have solved for it, so you don't have to be a rocket scientist. There are a lot of use cases where it actually works, so replicate them, steal them and do it yourself. This is all about being efficient and being productive.

What are your strategies for encouraging customer adoption of IT security measures?

Top Answer: It’s often assumed that the better your security the worse the customer experience is as far as usability is concerned. From a historical perspective that’s true to some degree, so I don't know the best way to approach this problem. Back when I was working at Gilead I assigned some basic security functions to one of my system admins, and they’d read a book that said you should put a lockout on any desktop, and make it mandatory so that when it locks out the customer can't reset it. I had sales people coming at me nonstop the next week, because they're in the middle of a meeting when the computer locks out and then they can't reset it. It's often a matter of figuring out how to get around those little things and go the extra mile so that you can still have what you want without rubbing it in the customer's face.