Is Customer Experience Important To Internal IT Organizations? With Free Statistics!

You can guess where I stand on this otherwise I wouldn’t be writing this blog and others like it ...

Yesterday I was a guest speaker in an Axios webinar, called “Using ITSM to Increase Business User Satisfaction and the Perception of IT,” during which we ran four audience polls. I thought it would be great to share the poll results and my thoughts.

The webinar story arc …

I set the scene using many of my favorite graphics including the following which shows the gulf between the business’ and IT’s own opinions of how well the average internal IT organizations is doing …

… Before starting to look at how what we do and measure either increases or decreases the customer experience – including the fact that we often seem to be too focused on what we do in IT rather than what we achieve through what we do in IT (and IT service management (ITSM)). I also included a section on common metrics issues which I’ve previous blogged on here and here; and the customer experience work of my Forrester colleagues and its applicability to internal IT.

The poll results and my thoughts …

1. Do you consider the people that consume your IT services to be:

  • End Users                       17%
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MOVE BEYOND THE CAMPAIGN

Standing in an aisle of a big box retailer, I bought a new electric shaver from a competing retailer’s online store. The store’s shaving display reminded me that my razor was dying. Not knowing which to choose, I twitched for my iPhone, scanned a barcode, read several reviews, explored competing products, found the best price, and ordered it with free shipping. I saved $75 over the same model I could have purchased then and there.

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Move Beyond The Campaign

Standing in an aisle of a big box retailer, I bought a new electric shaver from a competing retailer’s online store. The store’s shaving display reminded me that my razor was dying. Not knowing which to choose, I twitched for my iPhone, scanned a barcode, read several reviews, explored competing products, found the best price, and ordered it with free shipping. I saved $75 over the same model I could have purchased then and there.

My example is commonplace today. Perpetually connected customers – 42% of US online adults and 37% in Europe – can engage brands at any place, any time, and at any velocity. The technology trends that lead retailers to worry about showrooming touch every industry. Each brand must anticipate connected customers’ demand for information, reviews, and engagement. They must realign technology, processes, and talent to recognize customers in microseconds, using real-time signals to predict their needs and paths to purchase. And they must see that this problem can’t be solved with faster technology alone.

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“We Do A Great Job In IT, Our Metrics Dashboard Is A Sea Of Green.” Really?

A Forrester-client inquiry call last night and the creation of some slides for a webinar with Axios really got me thinking about how we measure our success in IT. It just seemed so easy to take the IT version of success (and the associated measures) and create a snide customer retort. It’s a little tongue-in-cheek but please take a read of one of my Axios slides:

I'm sure there are many more to play with.

If you read my blogs on a regular basis you will have seen:

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Why Customer Relationship Management Matters — And How To Do It Right

The only source of competitive advantage is the one that can survive technology-fueled disruption — an obsession with understanding, connecting with, serving, and delighting customers. But as organizations strive to succeed in the age of the customer, business and IT professionals responsible for customer-facing processes still struggle with how to define CRM strategies, re-engineer customer-facing business processes, acquire and deploy the appropriate supporting technologies, and lead and sustain the necessary organizational changes.

Technology is radically changing your customers and your business. So how do you cope with digital disruption? The CRM playbook is a practical guide that focuses our research and recommendations to help you: discover opportunities; plan for success; take action; and optimize your customer relationships. Read the CRM executive overview and companion reports to take advantage of research, methodologies, and tools to guide you through these critical phases:

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