January 29, 2013
Regardless of how much time and energy you spend developing infrastructure to facilitate positive customer “moments,” or points of contact between members of your organization and your customers, you’ll need to put even more sweat into ensuring that your people make good use of it. Consider a 2:1 investment ratio of people vs. technology -- for every dollar you spend purchasing a new technology, spend two on the people who’ll use it.
While the investment may be significant, keep in mind that you’re investing directly in the ability to capitalize on the customer moments that drive your revenue. A recent poll by IBOPE/Zogby International demonstrates the growing importance of the customer moment. 83 percent of respondents said they’re willing to spend more on a product or service if they feel a “personal connection” to the company — one fifth said they’d pay 50 percent or more if they felt the company “put the customer first.”
How do you, the CIO, facilitate a personal connection between company and customer? This question is just as easily answered by examining how technology can alienate your customers. When they have to wait, repeat themselves or talk to multiple reps in pursuit of a single answer, you’ve got problems.
