With customer experience set to overtake price and product as a differentiator by 2020, no organisation can ignore the benefits of a seamless customer experience.
Savvy businesses realise that in order to remain relevant they need to develop seamless customer experiences through tracking customer expectations, pain points and trends, and are searching for better tools to assist them in offering an improved connection and communication with their customers and co-workers.
This is according to Arihant Jain, Freshworks director for Middle East & Africa, who will be presenting at the CX in the age of digital transformation event, to be held on 23 August at The Venue, at Melrose Arch.
Building a customer-centric organisation
"Digital transformation on the customer experience level is not just a matter of the front-end and customer-facing functions. It requires new an enterprise-wide approach to tracking the full customer expectations, along with top-management commitment, and cross-functional teamwork. By putting customer experience at the centre of the universe and designing digital transformation around each customer's experience, digital transformation efforts can succeed in driving new innovation."
He says in order to build a customer-centric organisation, customer experience cannot be seen as a post-purchase entity, but as a necessity through the entire customer journey. "Achieving this level of maturity requires co-operation to remove silos and seamlessly connecting departments across the organisation."
The entire business needs to be powered by technology that allows actionable strategy based on customer insights to be implemented, he adds. "By putting customer experience at the centre of the universe and designing digital transformation around each customer's experience, allows your service teams to provide seamless, personalised service across all of the customer channels."
Revenue driven outcomes
During the event, keynotes and discussions with leading industry experts will enable attendees to develop the mindset and culture required to ensure their digital transformation efforts are truly effective.
"At the end of the session, the takeaways from the event will answer several questions. Firstly, how customer experience-led transformations can actually drive real revenue-driven outcomes by harnessing new data streams and new engagement channels. Attendees will also learn how to align the digital and "traditional" worlds to drive a consistent customer-centred experience, and will hear how South African and international enterprises have competed, and won, on customer experience-led transformation projects."
He says event also hopes to provide attendees with practical examples of how leading businesses are taking digital transformation beyond discussion and ideas and implementing true change in their organisation. Detailed practical case studies will allow participants to see step by step how they can leverage digital transformation to deliver a better customer experience in the new environment.
During the event Jain will also introduce Freshworks. "The business software landscape today is teeming with bloated, inflexible and expensive solutions. Countless hours are wasted trying to customise these solutions and they often require expensive professional services to get everything to work."
He says this results in solutions becoming so complex that businesses need to hire full-time employees to babysit the software. "Freshworks suite of products is designed to work tightly together to increase collaboration and help teams better connect and communicate with their customers and co-workers."
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