6 Tips to Leverage Technology for a Competitive Advantage
Suha Zehl, CMB?, AMP, CCP, CPM
Tech Whisperer | Data Nerd | Helping organizations scale through AI-powered Technology | Fractional CxO | Board Member | Speaker | Author
Happy Customer Experience Day!
Yesterday, at ACUMA (American Credit Union Mortgage Association) ’s annual conference, I participated in a panel and shared several tips on how you can leverage technology for a competitive advantage – and surprise! My very first tip was all about the customer experience!
Tip # 1
As Steve Jobs said back in 1997, you have to start with the customer experience and work backwards to the technology. You cannot start with the technology and try to figure out how you are going to sell it or where you are going to use it. Do the work – map out your customer journey and the experience you want them to have THEN figure out what technology you will need to do just that.
Tip # 2
As you map out the customer journey, you should be leveraging the trove of data you have at your fingertips to understand your customers and their needs.
Tip # 3
Now, to have an exceptional customer experience, you must curate a great employee experience. Are your employees armed with the tech and skills they need to be and do their best? Are they engaged? Do they know WHY they do what they do? These are important questions and if you don’t know the answer, you need to dig deep and find out.
Tip# 4
Don’t fall for the SNO effect. What is the SNO effect? You know, it's those Shiny New Objects that distract us. Squirrel (IYKYK)!! When was the last time you did a tech stack audit? Do you know what your MVP (minimum viable product) is? What about your due diligence when researching and selecting new partners?
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Tip # 5
Did you know that 85% of customers use social media to research YOU and the services you provide? And believe me, they (almost) blindly trust what they read and see online. So, do you have a digital marketing strategy? Are you where your customers are – whether it’s YouTube, TikTok, IG, or any of the plethora of platforms out there. If you’re not, then all those potential customers may be reading inaccurate information, or may not even know anything, about you.
Tip # 6
And finally, don’t forget the importance of Change Management Why? Because it’s People PLUS Technology that create Success. You have to "Enable to Engage" - and you do that using the ADKAR methodology to make sure you don’t leave any one behind.
? A is for awareness – of the need for change
? D is for desire – to participate and support the change (WIIFM)
? K is for knowledge – to educate and train me so I can do my best
? A is for ability – to implement the desired skills and behaviors
? R is for reinforcement – to celebrate the wins and learn from the mistakes so we can sustain the change
In this challenging mortgage market, there is still great opportunity for organizations who are willing to invest (wisely) now so they can be ready and reap the rewards and benefits when the market turns.
And if you need help, please reach out and let’s start the conversation!