7 KPIs For Customercentric IT
Customer centricity can be defined in many ways, but for today's IT, it is no longer about the quality of the product or service offered. It's a total experience, says Pratibha Salvan, head of consumer services at technology research and consulting firm ISG.
Salvan explains that customer centricity is about making customers feel at every point of their interaction with your brand, from initial consideration to purchase and after delivery of the product or service. "Any technology that helps deliver global customer service is at the heart of customer-centric IT."
Nirav Vyas, head of customer experience at consulting firm Capgemini Americas, says customer-centric IT organizations deliver superior customer service by offering personalized, multi-functional, intelligent and sustainable products or services.
Customers are usually the people and organizations who buy or rent the product or service, but they can also include internal users divided into departments that use different IT services. "Customer-centric IT organizations are shifting from the traditional way of delivering IT to a product-centric way to ensure customer centricity," said Karmesh Vaswani, executive vice president and global head of consumer, retail and logistics at IT consulting firm Infosys. .
Does your organization do its best to understand and meet customer needs and wants? These KPIs can help you find the answer.
1. Product/service performance level
Even if a product or service looks great in the planning and development stages, if the customers who buy it don't use it, it's doomed to failure. Product/service adoption rate indicates the number of customers who actually use the product or service to achieve their goals.
Product adoption is important because when users fully commit to a decision, they tend to stick with it and receive updates, upgrades and offers, says Vyas. "Daily, weekly, monthly 'active user' statistics can be very useful early indicators of the future impact of your solution."
2. Return period
Payback period indicates how long it takes for the organization to deliver good results to customers. "It's the ability to deliver the right information directly to a customer service agent, seller or buyer at the right time, with the right context and content," said Craig Susan, CEO of Unify Consulting. "The pursuit of efficiency and effectiveness through a customer-centric lens."
The depreciation period taken depends on the type of business and how it is run. For example, an airline will have different expectations than a fast food chain. “Each IT team needs to determine what practices are right for them and improve their technology and data to achieve the best results,” says Suzanne.
3. Time to solve the customer's request
It is always useful to track the average time it takes to resolve a customer query. "While customer-centric IT is a new field, it's easy to draw parallels with its predecessor: contact centers," says Lou Bachenheimer, director of North and South America for robotic process automation company SS \u0026 C Blue Prism. "Both functions essentially provide a form of self-service that facilitates a customer-centric IT process."
Traditional IT focuses on systems that enable organizations to better serve their customers. "With customer-centric IT systems, it goes directly to systems that interact with customers," says Bachenheimer. "As more end users interact with websites, chatbots or other automated means, the need for robust customer-facing IT systems is greater than ever."
4. Evaluation of the customer's efforts
Customer Effort Score (CES) indicates how much energy consumers spend interacting with an organization and its systems to solve a problem, fulfill an order, make a purchase, or return a product. Customer effort is a key measure of loyalty. This measurement was evaluated relatively quickly and easily. It is also easy to implement for different service channels and requests. CES relates directly to business results and is easily tracked over time.
According to Jess Warrington, CEO of North America at CloudBlue, a global marketplace for distributing products and services, measuring customer effort is critical to determining whether you're building systems from a customer perspective. "Businesses expect to communicate with other businesses as much as consumers," he says. "It requires user experience and results delivered quickly with minimal intervention."
Warrington says CES provides a window into your customers and how they see you. "It's important to understand your customers' business to get a complete view of all the elements you influence."
5. Evaluation of customer satisfaction
Customer satisfaction ratings are a key indicator of overall customer service and product or service quality. Customer feedback also shows how well the company's technology is aligned with the organization's goal of providing a quality customer experience. "They are a key component in our ability to achieve our goals as a team," said Ken Meyer, CIO and consumer technology specialist at commercial banking firm Truist.
Meyer points out that feedback is the most valuable customer research an organization can conduct. "Understanding what customers want or need, how and when they prefer to interact, and what channels they need to access, is critical to our success and their happiness," he said. "We always want to start carefully, which means listening carefully so we can learn and constantly improve."
As the customer's needs evolve, so must the company. "We know we're doing the right thing when our customers tell us through their actions and words," says Meyer.
6. Customer retention rate
Customer retention is an important test to determine how well a business and its systems attract customers. "Repeat business shows your brand easily connects with customers," says Jason Silberkleit, senior vice president of technology at XPO Logistics. "Technology is evolving rapidly to provide comprehensive customer support through a strong technology strategy."
As systems evolve, customers become more contactless in their interactions. Everything is digital, Silberklight says, and companies need to have a customer-centric strategy that supports those expectations, "even if your industry hasn't historically been tech-savvy."
7. Possibility of recommending a bet
Probability of recommendation indicates the percentage of customers who would recommend a product or service to someone else. "He's looking for people's feedback on how optimal his experience is," says Tom Greiner, senior vice president and chief technology officer at Accenture Federal Services, an IT services management firm. "As an IT manager, you either try to understand the real user experience and design for optimization, or you deliver the 'best of IT' and hope it works."
According to Greiner, customer-centric IT systems must be built around human-centered design principles, taking into account the existing user experience and then rethinking how best to use technology at each stage of the interaction to provide an optimal user experience.
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The most informative KPIs are those that IT managers can quantify and take action on. There is no one-size-fits-all approach.
"Which KPIs are most important depends on your business," says Lisa Woodley, vice president and general manager of software development consulting firm Nexient. "Finding these KPIs for IT requires understanding the key points in the customer journey, prioritizing those points based on overall business value, and determining where technology makes an impact."
For more information on customer-centric IT and key performance indicators for the new era, see the following articles:
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