Daydream Nation

I recently blogged on the deluge of disengagement among U.S. employees and stated that major achievements in productivity and customer experience will not be achieved until organizations tap into this 70% pool of disengaged employees and convert them to motivated employees.

A further breakdown of the data is now available which shows that levels of engagement are even worse in Western Europe. If the U.S. is experiencing a deluge of disengagement, Europe is already sandbagging and sending out the lifeboats. The highest engagement level is in Denmark with only 21% of employees engaged and France leads the way in levels of employee disillusion and apathy with only 9% of employees engaged.

As previously stated a host of social, economic and cultural reasons probably lie behind these figures. Undoubtedly however a large number of these employees are trapped in roles where they have little autonomy to influence how their work gets done. Locked into fixed inflexible processes in the restaurant, checkout or at a keyboard. From a customer service and experience point of view this 70-80% pool of disengaged employees is a well to be tapped. To begin eroding these levels of disengagement organizations need to become empowered organizations.

What does the employee empowered workplace look like? I’ll talk about that in the next post.

Daydream Nation

UK Banking – The Great Customer Experience Swindle

Like your aunt dancing to Daft Punk at a family wedding, when older established companies attempt to plug into the zeitgeist the results are often embarrassing. Across industry established organizations are experiencing a midlife crisis as younger more agile startups begin to erode their customer base. Instead of buying the sports car and dyeing their hair many established companies have lurched towards customer experience as a way to remain cool or relevant with predictably embarrassing results.

Interest in customer experience has been driven by lifestyle brands such as Apple, Disney and Nike, brands we enjoy using because they are associated with leisure experiences. The word “experience” gives the impression that we enjoy using the product or service, yet in our day to day lives we engage with many organizations on a purely transactional basis. Whether it’s a bank, an insurance provider or a utility, most of the time we are simply looking for process or transactional efficiency. Nothing more. Failure to understand this has led many organizations down the wrong path that views customer experience from a leisure rather than a process excellence perspective. I certainly don’t need my bank to start giving me discounted hotel bookings (they do), my ISP to give me tickets to the football (they did) or my dentist to give neck rubs (not yet).

The Great Customer Experience Swindle

The Great Customer Experience Swindle

In financial services and insurance it’s very easy to see the attraction of trying to focus on customer experience in market sector with few other product differentiators. UK banks have been quick to jump on the customer experience bandwagon but are mistakenly taking the leisure rather than process excellence route. Today UK banks currently offer lifestyle benefits such as movie downloads, cinema tickets, hotel booking discounts, airport lounge access, concert tickets and will writing services. The availability of these “benefits” poses a number of questions. First of all why are banks even offering these benefits in the first place? Cinema tickets, movie downloads and hotel discounts are benefits completely unrelated to their core business. Secondly why are banks providing these dubious benefits while they continue to suffer embarrassing outages, IT problems and customers struggle to talk to a human advisor? Also who joins a bank because of their will writing service?

Customer experience is often defined as how customers perceive their interactions with an organization. Each one of these interactions is a business process. Many customer experience leaders just execute their business processes better than their competitors. Take for example customer experience leaders; Amazon, Apple and First Direct. All three organizations execute their key business processes with precision and better than their competitors. Amazon excels in logistics processes, Apple in supply chain and research and development. First Direct show that by focusing on core customer processes and not gimmicks banks can transform customer experience.

This week more service outages hit the UK banking industry. Offering lifestyle benefits while struggling to keep the lights on shows a complete or deliberate misunderstanding of customer experience. A classic case of fur coat and no knickers as my mum used to say. Forget the VIP lounges and the tennis tickets if banks want to transform customer experience they need to focus on process excellence. Instead many UK banks are participating in a great customer experience swindle.

Forget B2B and B2C. What about B2D?

For a while we’ve gotten used to the B2B and B2C acronyms so today I’m going to suggest a new one, B2D or Business to Device.

It has been said elsewhere that the best customer service is one that doesn’t need to happen. As the Internet of Things (IoT) market begins to really heat up increasingly organizations will provide ambient customer service, directly to devices themselves without any human involvement. Over the past few years we have gotten used to this with new software releases and patches being delivered directly to our laptops, pcs, mobile devices and applications. Business relationships will increasingly be B2D or directly with their own products rather than with customers and other businesses.

Business to device is however subtlety different to IoT. IoT refers to ability of everyday objects to connect to the internet and their ability to store and process information. B2D takes IoT a step forward connecting the smart devices to business processes, for example triggering a support case when a product fault is detected.

In a previous post I stated that all of the data generated by OT devices is only of use if it is connected to business processes. There’s no point analyzing the data to predict a future product performance issue if a support process isn’t triggered or collecting customer usage data if the data doesn’t find its way into the hands of a sales person or the product development team.

IOT really has the potential to disrupt the supply chain, marketing and customer service processes of almost all industries. The potential efficiencies however will only be fully achieved when the smart devices are integrated with smart processes (or smart process applications). That’s what I’m calling B2D.

IoT + Process = B2D

IoT + Process = B2D

Does Customer Experience Exist?

I had the great misfortune of visiting the UNIQLO clothing store in Paris a couple of weekends ago. Dragged into the store by my other half on a Saturday afternoon what greeted me was pretty much man hell. The store was stuffed to the gills with shoppers. The aisles were too narrow. Lines for the changing rooms wound around the store and queues for the tills were about 20 deep. People were having sex just to make more room. (Ok I made this bit up.) Even my wife, who could shop for Ireland, gave up after a few minutes and suggested we leave.  Rather than simply walk out it felt like we were guided to the exit by human peristaltic movement and defecated from the store. On any customer experience metric this failed big time. Yet the store was packed?

This experience also reminded me of a recent article about Richard X. Bove, a noted bank analyst, who pulled his money out of Wells Fargo Bank because of poor customer experience and went on to trash the bank via social media. The very same Richard X. Bove however in his capacity as a banking analyst said, “I am struck by the fact that the service is so bad, and yet the company is so good”. The bank retained a strong financial status in sharp contrast to the poor customer experience it was providing. Bove continued to recommend the bank as a safe investment to his clients despite the fact that Bove himself would not keep his own money in that bank as a customer.

So here we have two examples of businesses where customer experience stinks yet both businesses are thriving. We could easily come up with others. We are told by customer experience evangelists that businesses must make every customer interaction count. That customer experience lip service just doesn’t cut it anymore. The examples above appear to reject this theory.

There are a number of ways we could try and interpret this. Is customer experience just another victim of the recession as more and more consumers are becoming more and more price conscious? Does price alone explain why Uniqlo is packed to the rafters?

Is customer experience simply irrelevant in some markets for example financial services? The Richard X Bove example above can be easily explained by the focus of many banks on their investment rather than retail arms. Why would Wells Fargo invest in an improved retail banking customer experience when it will have little impact on their bottom line?

Finally and more controversially does customer experience even exist? Are we not talking about process excellence here? UNIQLO for example focus on process execution as their key differentiator;

UNIQLO has established a SPA (Specialty store retailer of Private label Apparel) business model encompassing all stages of the business–from design and production to final sale. By continuously refining this SPA model, UNIQLO successfully differentiates itself from the competition by developing unique products.

Apple and Amazon are often cited as customer experience leaders but both also excel in process execution and supply chain excellence.

Many organizations are doing perfectly well without focusing on customer experience. So does customer experience even exist? Is customer experience really just process excellence?

Can Process Improvement Eliminate Showrooming?

Showrooming is a relatively new phenomenon where a customer uses a bricks and mortar store to test and evaluate a product before buying it cheaper online. You’ve probably done it yourself. It can’t be long before, like a shoplifter, we see people thrown out of a store for using their smartphone to compare prices. It may already have happened.

The high street is suffering the double whammy of both the recession and the rise of ecommerce. While ultimately I think legislation will be necessary to protect bricks and mortar stores from their web based competitors the high street can begin the fight back by improving its business processes.

Retailers worried about showrooming can fight back but to do this they need to be clear on how they differentiate themselves from their online competitors. Many people for example will pay a small premium to get a product immediately rather than having to wait a few days for delivery. What this means is bricks and mortar stores must focus on their supply chain business processes. In addition the high street stores can offer customer post sale support, product training and immediate warranty replacement or returns that are more difficult do online. Again this requires a focus on post-sale business process.

It would be naïve however to ignore pricing. The recession has raised the importance of price to high levels and most people showroom to do a rapid price comparison between the price in store and the price they can get the same product online. Again this is an opportunity for business process improvement. Bricks and mortar stores can do price comparison as well.

Many high street stores are wedded to out of date, expensive to produce, catalogues of products whose prices are probably uncompetitive as soon as they are printed. There is no reason why bricks and mortar stores cannot automatically monitor competitor pricing and update point of sale prices in real time or produce a mobile app, with pricing that changes in real time, instead of a product catalogue.

Retailers are correctly looking to customer experience as a life raft for the high street yet incorrectly see customer experience in terms of gimmicks such as offering customers free wifi or a coffee shop without addressing their core business processes and the reasons why customers shop online.

When a customer enters a store the business has already done the hard part by getting the customer interested enough to get off the sofa and to visit their store. Improved business processes give them a better chance of converting that visitor into a customer and getting them to put away their smartphones.

Social Marketing – You’ve been framed!

Like a You’ve Been Framed clip of a dancing granny whose had too much sherry and falls into the Christmas tree or watching your uncle trying a bit of hip hop at a family wedding this week’s attempt by UK supermarket chain Waitrose to “get social” was both hilarious and deeply worrying at the same time.

Waitrose this week challenged shoppers to “finish the sentence: ‘I shop at Waitrose because …’ #WaitroseReasons“. It backfired spectacularly as Twitter users piled in to ridicule the brand for its posh image.

The failure to understand social media is not restricted to Waitrose though.  Marketing departments globally have been guilty of failing to understand social media. Using for example Linkedin groups to promote your brand is like breaking wind in a tent and many organizations are abandoning their Facebook marketing strategies due to mixed results.

Social networks take conversations to a hyper level. The key word is conversations. Conversations are not about broadcasting marketing messages via social media channels nor are they about scanning or listening to social media networks for your company name. Conversations involve participants both talking and listening, not broadcasting and monitoring. Using social networks as a marketing channel is doomed to failure. As we have seen with Waitrose failure to understand social media can harm your brand and make you look completely out of touch.

Customer Experience in !ONLY! 2 Steps

Technology analysts and consultants don’t like to keep things simple. It’s obvious really since simple isn’t good for business. It’s much better to provide things like decision matrices, toolkits, 10 step programs and maturity assessments than to provide clear and concise opinions or recommendations.

So it is with Forrester’s recent customer experience book “Outside In: The Power of Putting Customers at the Center of Your Business”. The authors recommend a set of six practices for organizations that want to deliver high-quality customer experience namely: strategy, customer understanding, design, measurement, governance, and culture. While I agree that these are all important considerations if I was a business owner looking to quickly begin the transformation of customer experience and was told by an analyst that I had to carry out Design, Measurement and Governance, oh and while you’re at it change your culture as well I’d immediately think this is going to be too complex and costly. When it comes to customer experience are we over complicating things?

So it is with a little trepidation that I’m going to stick my neck out and say that rather than 6 practices or a tool kit or a matrix there are two, yes only two, steps to improving Customer Experience. These are:

1. Fix Broken Processes.

Customer experience is often defined as how customers perceive their interactions with your company. The key word here is interactions. Each one of these interactions is a business process. Many of Customer Experience leaders just execute their business processes properly. I don’t enjoy shopping on Amazon or visiting Tesco but I return because they deliver their services efficiently.

  • Take the customer journey and ask yourself is this process working fine or does it need fixed, could it be simpler? Then move on to next process. Simplify business processes where possible. Ensure consistency of approach across multiple channels.
  • Automate business processes where appropriate in order to free up your employees to focus on the customer and where they add most value.

This brings me to my second step.

2. Empower your employees

It is impossible to predict and to define a process for every customer scenario. Customers are unpredictable. This is where you need your employees to fill the gaps your processes can’t reach. But they can’t fill the gaps unless they are permitted to do so.

Does your employee really need approval to provide compensation for poor customer service? Does he or she need approval to match the offer of a competitor? Do your employees have all the customer information they need to make a decision?

We know customers hate having to talk to multiple agents, rude or inexperienced staff and being kept on hold. They love professionalism and getting issues resolved at the first point of contact.  You won’t achieve any of this if your employees aren’t empowered. Your employees are the face of your organization, do you really want that face to be a demotivated, inflexible, rude one?

So how do we start to empower employees?

  • Devolve as much of the non-strategic decision making from the center of the organization to the periphery and to your customer facing employees. For example customer compensation decisions, renewal decisions, process changes can all be carried out at the edge of the organization.
  • Address customer data siloes. Ensure agents whether on the phone on in the retail outlet have access to all of the customer data to enable them to make more informed decisions.
  • Don’t tie agents to processes or fixed scripts.
  • Automate mundane or repetitive tasks to free agents to focus on process exceptions and unique, unpredictable customer problems.

So forget about six step customer experience plans, maturity assessments and decision matrices. If you want to start on a customer experience improvement journey the best bet is to do it one process at a time.

Is Customer Experience Really Business Process Excellence?

Customer Experience is a strange term for companies that basically execute their processes properly. The word “Experience” gives the impression that you enjoy using the product or service yet in our day to day lives we engage with the majority of businesses on a transactional basis. We are looking for efficiency and delivery rather than enjoyment. Failure to understand this has led many organizations down the wrong path of trying to deliver customer experience rather than what they should be focusing on, process excellence.

In part the cult of Customer Experience has been driven by lifestyle brands such as Apple, Disney, Nike brands we enjoy using because they are associated with leisure experiences. For the majority of businesses I engage with on a regular basis; banks, retail outlets, dentists, utilities all I want from them is efficiency and delivery on their commitments. Nothing more. I certainly don’t want my bank to start giving me discounted hotel bookings (they do), my ISP to give me tickets to the football (they did) or my dentist to give neck rubs (not yet).

Is it possible to have a customer experience at the dentist or with the company you’ve hired to unblock your drains? I go to the dentist to have a problem with my teeth fixed and I’ll return if they do their job properly and efficiently. Same goes for my bank. At the moment my own bank in the UK is so dysfunctional I’m impressed if they can switch the lights on in the morning. I’m currently in the process of switching bank because they failed in basic service delivery not because they failed to deliver an experience.

When I change banks I don’t want an experience with my new bank either. In fact considering the state of my account the less interaction with my bank the better. I don’t need coffee or some faux joviality from the agent when I’m in the bank. Like the dentist I want them to execute their processes as painlessly as possible.

In many cases I think that companies that are defined as leaders in Customer Experience really deliver Business Process Excellence. I’m not denying that Customer Experience doesn’t exist. Yes there are brands and companies that deliver process excellence and who are enjoyable to do business with but these tend to be lifestyle brands. For many businesses struggling to handle the double whammy caused by web retail and the recession and being seduced by Customer Experience I say forget about it. Focus on your business processes first.

Customer Experience – Do we really need more Governance?

A recent Forrester post on customer experience grabbed my attention. Governance: The Key to Customer experience management.

Do we really need more governance within organizations? Will more governance really transform customer experience?

A few nights ago I was at a restaurant with some friends and the waiter spilled drinks over three of our party. On receipt of the bill, we (half) jokingly asked the waiter if we’d be getting compensation for his error. The waiter said that he was unable to give us a discount or a free round of drinks as the manager wasn’t working that evening.

Governance is key to many business critical business processes and especially business processes requiring compliance to specific industry standards or legislation. As we have seen in the example above governance however can have a detrimental impact on customer experience. Governance locks employees into fixed, inflexible business processes which from a customer point of view can deliver a terrible experience.

Governance may help deliver consistency of service but what if that service isn’t very good to start with? What happens if we quickly need to change the process? Governance then acts as a roadblock or at least delays the ability of the business to perform a rapid change to procedures. Customer experience governance simply adds another management layer for the customer service representative to navigate in search for an answer.

It may seem naïve but surely every customer facing employee should perform their own customer experience governance. We may not be able to define it but we all know what good customer experience is. After all we are all customers. As employees do we really need more layers of management within our organizations telling us what good customer experience is?

From a customer experience point of view the solution should not be more governance, instead the business objective should be to devolve as many decisions as possible to your customer facing employees. Let your employees do their own customer experience governance.

Customer Experience – Using employees to fill the gaps processes can’t reach

Customer Experience is often defined as the aggregate of all of the interactions a customer has with your brand. From a business process improvement perspective the key word in this definition is “interactions”, that customer experience is determined over multiple interactions between the customer and the organization.

At some point in their interactions with your organization the customer will engage directly with an employee. Whether it’s face to face at a retail outlet, in a restaurant or via a service desk customer experience improvement projects must consider the needs of the employee.

In many cases however these customer facing employees at the service desk, at the checkout or employed as wait staff are your lowest paid employees. Yet these employees are the public face of your organization and have a disproportionate impact on the perceived customer experience. In addition the repetitive, inflexible and low paid nature of many of these roles means that they are characterized by poor staff morale and high employee turnover.

While BPM and process improvement technologies can go a long way towards delivering a consistent customer experience across the multiple customer touch points they can only go so far. It’s impossible to predict every potential customer interaction and automate it. At some point you rely on your employees to fill the gaps that your business processes can’t reach. Thus if your customer experience improvement project is to be successful one of the key objectives must be to empower and enhance the role of the customer facing employee.  This then becomes an opportunity for Case Management.

Case Management applications support your customer facing employees who fill the gaps your processes can’t reach. By devolving power and decision making authority from the center of the organization to your customer facing teams you can eliminate process gaps, manage unpredictability and through empowerment address staff morale, motivation and turnover.

Employees play a key customer experience role

Banks; Service so Bad it’s Good

I know it’s open season on banks at the moment and writing a blog post on how bad banks are at customer service is like taking sweets from a baby. It’s definitely not the most original topic but hey I can’t help it and I’ll explain why later.

Two banking related problems stumbled into view this week.

First of all this week the RBS in the UK suffered a SW upgrade fault that caused problems for millions of their customers. Thousands of customers failed to have money transferred into or out of their accounts leading to significant problems. Now we all know every company makes mistakes, what differentiates leading customer service organizations however is how they respond when problems occur.

So how did RBs respond? Well here’s one example where they left a customer stranded at a Spanish airport for 4 days and wouldn’t increase his credit limit to allow him to proceed with his holiday plans.

It’s not as though this problem was completely unexpected either. They had a similar glitch last year as well.

The second banking event of the week concerns the ongoing problems I’m having with my own bank. In my white paper on how organizations can use Case Management to transform ustomer service I describe how last year it took them over 3 months to process a name change on my account. This year it’s taken them 4 months to process my car loan application. Some of the classic customer service issues I experienced were:

  • Repeatedly having to submit proof of identity information.
  • Failing to update me on the status of my application.
  • Failure to meet any SLAs.
  • Having to interact with multiple poorly connected departments
  • Failure to have any coherent complaints management process

Both these events are clear examples of poor customer service processes. In the first case an inability to quickly adapt business process in response to unpredictable events and in the second an inability to manage processes that cross multiple departments and involve multiple participants.

So I hear you say, well if the service is so bad with your bank why don’t you leave? To explain why I don’t leave I’m going to quote Alvy Singer. Alvy Singer is the hero from Woody Allen’s Annie Hall movie and towards the end of the movie he uses a joke to explain why he keeps putting himself through the wringer of his bad relationship with Annie.

Alvy Singer [narrating] this guy goes to a psychiatrist and says, “Doc, uh, my brother’s crazy; he thinks he’s a chicken.” And, uh, the doctor says, “Well, why don’t you turn him in?” The guy says, “I would, but I need the eggs.” Well, I guess that’s pretty much now how I feel about relationships; y’know, they’re totally irrational, and crazy, and absurd, and… but, uh, I guess we keep goin’ through it because, uh, most of us… need the eggs. 

I guess I’m the customer service equivalent of Alvy singer. I need my bank because I need their eggs. I need them to continue to show me how bad customer service can be and give me the motivation to try and improve things.Their service is so bad that it’s good.

 

Case Management and Customer Loyalty

What do customers hate most about bad customer service? Well according to this survey by ClickFox a few common things get customer’s blood boiling. The top three were:

  1. 42% hate having to speak with multiple agents and start over every time
  2. 17% hate being kept on hold or not getting what I need on the first try
  3. 14% dislike rude or inexperienced representatives

Let’s address each of these issues in turn, understand why they occur and how the issues could be addressed.

  1. Multiple Agents and having to start every time. In the perfect scenario the customer would only have to speak to one agent who would be able to completely understand their problem and resolve it at the first point of contact. In reality this isn’t possible. For example in many larger organizations with multiple product lines or services the first line of service exist to triage the problem or to resolve the most common problems. Resolution at the first point of contact  in many organizations would not be possible without a great deal of training. Whether we like it or not the issue of multiple agents is here to stay. The big opportunity for service providers is to better manage the frustration of the hand off and eliminate the customer having to start afresh with each new agent. What if we could deploy a customer service solution that could manage the end to end process, orchestrate multiple employees and integrate with multiple line of business applications and eliminate having to restart the process with every new service agent?
  2. On hold. Ok everyone hates being put on hold. In reality when put on hold the agent is probably frantically switching between poorly connected business applications to retrieve the customer information. What if the customer service representative had a 360 degree view of their customer?  What if the customer  service agent had rapid access, via their desktop web portal to customer information where ever it resides in the organization?
  3. Rude or inexperienced representatives. I found it interesting that rudeness and inexperience were tied together in this response. I’m of a firm belief that customer service rudeness and inexperience are closely related. In many occasions what the customer feels is rude service is in reality an employee tied by his or her employer to inflexible business processes. The employee has no authority or empowerment to use their initiative to resolve the customer issue. This lack of empowerment leads to high staff dissatisfaction, high employee turnover and ultimately inexperienced representatives.  What if the agent was able to go off script, to modify their process if necessary in flight or choose alternative paths or approaches to resolve the customer problem? Would this empowerment higher employee satisfaction, lower staff turnover and eliminate the perception of rudeness and inexperience.

The three customer problems outlined above are all classic reasons for deploying a Case Management solution. The objective of case management applications include the integration of multiple line of business applications, the delivery of a 360 degree customer view and employee empowerment. Management of many customer service interactions is done today using CRM applications that quickly run out of steam when asked to manage anything more than a simple workflow and don’t adequately address the top three issues above. When we integrate CRM with a Case Management business application however we have the opportunity to address these customer problems and begin to transform how customer service is delivered.

Unsourcing – The Future of Customer Service?

Why bother outsourcing customer support when you can get your customers to do it for you. I’ve been watching the success of giffgaff with interest for a while. For those not familiar with giffgaff it is a UK mobile service provider where customers participate in the company’s business operations, specifically Marketing, Sales and Customer service.

As well as via the Giff Gaff community web page Facebook and Twitter provide additional channels for customer support. Support is provided socially, by fellow customers rather than using Giff Gaff employees.

This trend of setting up online communities to deliver peer to peer customer support has been dubbed “Unsourcing” and is not limited to Giff Gaff. The obvious reason for many organizations choosing to unsource is cost. Gartner estimates that using communities to solve support issues can reduce costs by up to 50%.

However viewing unsourcing as an opportunity to reduce customer support risks repetition of the same problems that have beset organizations who have chosen outsource their customer service to emerging economies, most importantly creating a disconnect between the organization and its customers. Simply viewing customer service as a cost center rather than for example an opportunity for differentiation and as a source of new product ideas is doomed to fail.

Unsourcing has a number of benefits. It allows Gen Y customers to interact with organizations via the social channels with which they are most familiar and to engage with fellow customers who share a common interest. In addition it creates a bond between an organization and its most important customers.

Unsourcing will become a key aspect of the customer service mix rather than a panacea. Organizations will still need to ensure that their customers aren’t left high and dry should they not get the right answer. If it’s a complaint they will need to ensure it is addressed as quickly as possible. They must monitor the channels to detect emerging trends, product problems or new product opportunities. In other words they will still need to tie the social or unsourced customer to business processes.

Is the 360 Degree Customer View Still Valid?

In a nutshell the 360 degree customer view is the ability to provide your service agents with all of the information they need to make a decision. At a basic level this means presenting the agent with all of the data relevant to the case on which they are working, as well as historical data on the customer e.g. previous incidents, other account information, purchase history. Multiple business applications and customer databases mean that even today for many organizations a basic 360 degree customer view, showing current and historical customer data, has been difficult to achieve.

In order to make the best decision on behalf of the customer and their organization agents need more than just historical and current customer information they also need future projections for the customer for example their estimated lifetime value and their potential to churn. Agents also need to be aware of current organization business targets as well as real time competitive information to for example validate customer claims about a competitive offer. Thus the 360 degree customer view is evolving extending beyond current and historical customer data to encompass future customer predictions, an organization perspective as well as competitive information.

As Data Analytics, CRM, BPM and Case Management applications begin to coalesce we will see new attempts to deliver the 360 customer view. CRM applications will continue to be used to manage the customer data and are today being be extended using BPM applications to automate and remove the mundane customer processes from the agent workload and Case Management applications to allow agents to handle complex customer cases and integrate with multiple data repositories. Add analytics tools that deliver predictions about future customer behaviour and real time data on your competitors and we begin to see how the service desk of the future will look.

The 360 degree customer view remains a valid if poorly executed concept.  With CRM, BPM, Case Management and Data Analytics we might however be on the verge of reaching the holy grail.

The Ideal Customer Service Agent