The customer experience discourse is a dynamic and ever-expanding subject. However, as all operational staff know when it comes to making the most of customer data, which is the key to a smooth journey and customer experience, difficulties can arise. The metaphor of lifting the car bonnet is useful in explaining how to approach customer experience: you have to dive under the hood and try to understand how it works.
This was the subject of our conference at the 2018 Customer Strategy Exhibition. With testimonials from Photobox Customer Experience Director, Mike Massimi, and Air Liquide Healthcare International Customer Relations Director Jean-François Ledley, we examined why operational staff need an accessible and easy-to-use customer data interface.
No need for a mechanic: give staff accessibility to customer data
Utilising the data and tools behind customer experience can be a complex process; similar to lifting the hood of a car and finding a mass of confusing cylinders and wires.
For those of us who are not mechanics, it is tricky to repair a car engine problem by yourself. Often this requires a specialist.
With customer relationship management software and tools, we often face a similar problem: they are complex engines which require specialist attention, and mechanics will often charge you a high price for their services.
For a customer experience or relationship manager, this is simply not practical. They need to be able to quickly make adjustments to optimise tools, access data, eliminate obstacles and facilitate the work of agents in contact with customers without the need for a ‘mechanic’.
"When you are faced with a problem by your manager," explains Jean-François Ledey, "you have to be able to enter the interface. If I cannot control my own interface, I'm not independent and it slows the process.
The interface of the solution you choose must be simple and dedicated to business people, not IT people. You need to be able to extract and explore data to understand the problem without support from IT. From there on, it is a test & learn process: you have to test it, start again differently, learning from mistakes." Concluded Jean.
Frédéric Durand, founder and CEO of Diabolocom, explained at the conference how Diabolocom solutions are exactly the opposite of a mystifying car engine: "Our application services are designed for operational staff. Behind it is a whole private cloud infrastructure that is owned, designed, built and operated by us, as well as a fixed telecommunications operator infrastructure - voice and internet. It also means that the data is with us, that everything is under our control from top to bottom.
For a 360° view of the customer, integration is crucial
Everyone agrees that customer knowledge holds the key to a business’ success. The difficulty is that the data which constitutes this customer knowledge is scattered in different systems, internal and external, structured and unstructured. This makes the data difficult to access.
To reconstruct the customer path, to understand recurrent problems, to explain dissatisfactions or a falling NPS, it is necessary to be able to aggregate data from CRM, ERP, interaction management system, website, etc. which intervenes in the customer path. While data aggregation enables the customer experience manager to understand the drivers of the customer journey, integrating data into the operational customer service tool is what delivers the best experience for each customer.
Since companies rarely start from a blank page, (having existing systems and sometimes very heavy data histories), the question of integrating a new operational tool into the existing one is crucial, especially integration with CRM.
This was one of the challenges, in addition to scalability and flexibility, which Photobox sought to solve by using Diabolocom: "Diabolocom was the first and, to be honest, the only vendor capable of fully integrating with our Oracle back office and CRM," said Mike Massimi.
“The Diabolocom team was willing to offer a solution that really met our expectations and those of our agents, and not add an extra layer or a solution in addition to the existing one.” continued Mike.
As Frédéric further added: "Diabolocom has vast experience of integration with market and in-house CRM, which really makes it possible to place customer data and customer knowledge at the centre of everything and to develop proximity with customers, while reinforcing the operational excellence of the teams".
“At Photobox, this integration made it possible to set up a customer file that appears even before the call is taken. It sounds simple, but in a company with 17 years of experience, 30 million active customers and tools in place that we did not want to change, it was not an easy task. Today, the Diabolocom solution not only provides better management of the upstream customer, in terms of answers and identification, but also helps to facilitate the customer's journey.” Concluded Mike.
Data protection, the other priority
Luc Delpha de Provadys, data security specialist and Diabolocom partner, highlighted the growing importance of data protection for the consumer. “Security and ease do not go together," he stressed.
“Consumers entrust brands with data that says a lot about them, personal data and sensitive data, for example about their means of payment. The key word is trust. To obtain this trust, we must give guarantees. We provide customers with information on the fact that the data they entrust will be protected, and that they will not find themselves in a difficult situation because they have entrusted this data to a third party.
The two priorities are:
1. The protection of the client's personal data, which is a matter of law and something which the client is naturally keen to guard.
2. The protection of his payment data. You must be able to tell a customer, "I know how to protect this information"; you have to be able to get down into the engine to know exactly where it is, where it goes, wherever it is. To do that, you need experts from all the layers through which this data will pass. With Diabolocom we had interlocutors at all these levels, capable of answering our questions precisely and providing reasoned answers.
In the current climate when all companies are seeking to comply with the GDPR and where data misuse is making the headlines, it is no exaggeration to say that Diabolocom teams know how to protect your customers' data.” Concluded Luc.