Successful companies and brands today are driven by an integrated customer experience strategy that calls for the entire organization to meet and exceed customer expectations at every touchpoint. At the heart of much of this transformational approach is a dynamic and growing community of customer care leaders from diverse business functions and industries.
This issue of CRM Magazine and the 2019 Re-Imagine Customer Care Conference both delve into strategic leadership and associated ap-proaches for improving customer experience. We challenge ourselves to re-imagine the profession: our role as leaders and storytellers within our organizations, the vital relation-ships between brands and business partners who work together to deliver exceptional experiences, and the power that new technologies have to help us connect with our customers in even more meaningful ways.
Many of the articles in this issue touch upon how the customer care team can work with internal depart-ments or external solutions to create value, as well as how customer care can employ leadership internally. In “The CX Automation Checklist—Ask These Five Questions First,” Yossi Abraham of Zappix starts us off with five key questions to ask before applying automation to customer care interactions. Then, James Vecchio of EpiAnalytics highlights a case study of how one global organization is using text analytics and real-time automation to eliminate much of its manual routing processes, thereby streamlining contact center opera-tions and allowing the agents to focus on customers instead. According to John Goodman of Customer Care Measurement & Consulting, technol-ogy’s big payoff is not efficiency, but rather enhanced loyalty, margins, word of mouth, and engagement, as he discusses in “Going Beyond Efficiency to Customer Experience in Your Next Technology Upgrade.” Looking at a unique aspect of CX, Mike Dershowitz of Rethink Staffing talks about how managers, by ensuring moral leadership in their call centers, can help agents react to customer situations appropriately. And finally, I really enjoyed what Olivia Schwan of Lessonly had to say about digital practice as the emerging technology that is transforming the way we create customer care and support experts.
To be transformational, companies must think and act in new or different ways to meet growing expectations of their consumers. This is what Re-Imagine is all about...essential dis-cussions on what this re-imagination looks like and how customer care leaders can respond and be effective. During the 2019 Re-imagine Customer Care Conference, dynamic speakers and presenters engage attendees further on topics around an inte-grated customer experience strategy. Participants will hear from experts on a range of technology issues, such as the proper blending of technology and human effort to accomplish tasks, deploying adult virtual learning to improve CX and assessing your current training program, and how to support a remote workforce through a transition to a virtual learning program. Also, attendees will gain relevant insights on topics like creating and executing effective CX strategies and understanding the metrics and measurements of CX. All of the sessions at SOCAP’s fall conference will help you “re-imagine” your ideas and approaches to effective customer care and engagement. Visit reimaginecc.org to learn more.
Marjorie C. Bynum, CAE President & CEO