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Assessing the Customer Experience

Start by Diagnosing the Capabilities You Have to Deliver

Antony Grigg, Head – Customer Experience Solutions Europe, Global Consulting Practice, TCS

October 2015

Companies that engineer a superior customer experience are sure to gain competitive advantage.

Becoming a customer-centric organization, however, isn’t easy.

To succeed, businesses need to make incisive analysis of customer expectations and their current capabilities to meet them.

Assessing the Customer Experience, 2015

Introduction: Superior Customer Experience

Companies can begin their customer experience transformation by assessing the experience they deliver today. This is best done using a framework that pits the company’s operating model against core business characteristics.

Assessing the Customer Experience, 2015

TCS Customer Enterprise Assessment

Diagnosing the Current State

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To understand the current customer experience, an organization must assess its performance on five core business characteristics: 1. Engaging 2. Agile3. Insight-driven4. Innovative5. Collaborative

This set of characteristics can be improved substantially using advanced digital technologies.

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Assessing Core Business Characteristics

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Businesses need to assess their current level of engagement with customers and identify customers’ channel of preference.

Engaging customers through their mobile phones is fast becoming essential in every industry.

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1. Engaging

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Companies need to be agile and able to quickly reconfigure their operating models to respond to customer needs instantaneously.

Traditional newspaper companies, for instance, will lose out to competition if they do not provide mobile subscription facilities to their customers.

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2. Agile

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Social media has changed the dynamic of business growth.

Measuring social engagement is critical to personalizing interactions with customers.

Insights into social engagement can be obtained by analyzing customer psychographics and behavior.

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3. Insight-driven

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Every company today must continually improve its customer experience.

The market changes so fast that customer experiences on websites and mobile phones quickly become antiquated.

To keep up with changing digital dynamics, companies must systematically collect, evaluate, select, and test new ideas from internal and external sources.

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4. Innovative

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Digital channels enable companies to collaborate with customers in new ways.

To stay ahead of competitors, businesses are forced to collaborate with other companies in the ecosystem whose products and services are used by their customers.

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5. Collaborative

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A customer experience framework lets companies analyze their current capabilities and areas where improvements are required.

Analyzing unstructured data provides an unprecedented means of identifying emerging customer segments based on new behaviors.

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Doing the Diagnosis

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Companies that move quickest at creating and delivering the winning customer experience will triumph over their competitors.

To achieve this, businesses must constantly analyze their capabilities, understand customer expectations, and develop experience initiatives that cater to customers’ needs.

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Conclusion: Acting Quickly

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Assessing the Customer ExperienceStart by Diagnosing the Capabilities You Have to Deliver

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