How to support growth, service development, customer experience and effective business processes at the same time? This is the core question we ponder around in our organisation constantly.
How to quantify, measure and manage abstract business drivers such as the quality of services and customer experience? What is the core element behind these items?
From Customer Path to Great Customer Experience
At Fortum Markets we operate in the energy service business. Customer experience is in the core of everything we do. In today’s digital world, the customer experience and improving it spreads to the different levels of the organisation and onto every employees’ desk. Therefore, in order to quantify it, we need to identify the customers’ different paths and touch points within the organisation.
Understanding the routes customers take in creating their own customer experience, and more importantly what are the causes and effects of them internally in the organisation, is crucial for us. Only this way we are able to improve and develop the customer experience and the related quality of the data, and the services the customers use.
The Quality of Data Matters the Most
In our view the answer to understanding the customer experience is smart data and especially the quality of it. In the digital age services and customer experience are more and more driven by smart data. It typically consists of combination of basic data from different sources – internal and external. The problem is not the lack of data but rather the opposite. Companies in service business tend to have plenty of data available.
The first challenge is how to combine the scattered data into qualified service. The other challenge is that if there is missing data, it most likely has something to do with the services and customer experience, such as that a customer didn’t fill out an online form completely. The third challenge is the quality of the source data simply because low quality data is worthless and generates decreased customer experience and increased costs.
What Are the Benefits of Smart Data?
We have taken our process automation into a new level. As a result of this, the amount of manual work has decreased and our staff can work with more motivated issues by monitoring and developing processes. With these steps we have been able to serve our customers more accurately and improve the overall customer experience. We can already see significantly decreased customer feedback numbers.
“the customer experience and improving it spreads to the different levels of the organisation and onto every employees’ desk.”
It has been eye opening for us to realise the interactions between the business drivers and the importance of the quality of data. We have understood what the relation of smart data and quality assurance has to our most important business driver: the customer experience.
Understanding both the big picture and the details through the eyes of the customer, and the meaning of data quality from the customer’s point of view helps everyone in our organisation to concentrate their efforts to the one thing that matters the most to the business: the customer.
However, we must keep in mind that the journey with data driven services and customer experience development has only begun.