At TIBCO NOW London, attendees had the opportunity to attend various use case sessions covering topics such as customer experience, delivering cloud-based services, and customer engagement. The audience heard from experts in various industries about how they have implemented these concepts in their own businesses and how the audience can in theirs.
Hosted by Ed Hill, VP and GM for UKI at TIBCO, this session was specifically focused on customer experience and how it applied to the retail banking and travel industries, featuring two experts in their respective industries. The first was Erik Beverlo, the Director of Digital Processing at ABN Amro Bank. He is responsible for creating a target operating model that harmonizes and digitizes four private banks and leads the execution of end-to-end digital process orchestration. The audience also heard from Stijn Bannier, Digital Product Manager for Open APIs at Air France KLM group. He’s focused specifically on enhancing customer experience and increasing customer reach via an extensive API ecosystem.
In summary, here are a few trends that were outlined during the session that are key to creating a connected customer experience that in turn drives loyalty.
Find out what your customers want
In both their respective industries, both Beverlo and Bannier find that one of the factors that contribute to successful customer experience is listening to what your customers want. Listen to the problems they are trying to solve and what motivates them, and use it as a basis to come up with a solution that’s mutually beneficial for both your business and your customers. Most of the time, your customers are going to be tech-savvy, and will always come to the table with new ideas on how to improve the product or service. Oftentimes, these are based on what will make their lives easier and more productive. It’s then up to you as the business to execute on their suggestions. The more a product aligns with their wants and needs, the more likely they will continue to use it and keep coming back for more.
Adopting an innovative company culture
Shifting to a more innovative, agile company can be key to success when improving customer experience. Though an adjustment might be challenging, it’s crucial to the speed of innovation. But it’s upper management who needs to set the example and make the switch for the rest of the company. According to Bannier, when executed properly, more teams will be working together, as innovation is a team sport and is key to improving customer experience. That said, according to Beverlo, you will be able to better work with your customers to develop an agile feedback loop process for customer experience evolution.
Customer experience is tied very closely to emotion, particularly, when it comes to building trust. This can be higher in various countries based on cultural values and digital savviness. According to Beverlo, your customers won’t trust your company if your customer experience is not working. If you establish a system of trust, you can improve your customer reach and long-term loyalty. According to Bannier, customer trust goes hand-in-hand with innovation. Trust is what enables customer experience to evolve. Such examples are the developments in retail banking, with features such as video banking, internet banking, and open banking. The goal is to make customers’ everyday processes as easy and convenient as possible.
It’s no secret that customer experience is at the top of mind for companies today. From travel to banking, and beyond, there are a number of opportunities to improve customer experience in order to create a connected ecosystem to drive more loyalty.
Read this whitepaper to learn how to provide great customer experiences to your own customers and see how TIBCO can help you evolve your customer experience.