Seamless Customer Experiences: Integrating Processes and Technology

Customer centricity is?a business strategy based on putting the customer first and at the center of the business to deliver a positive customer experience and build long-term relationships.?The concept of customer orientation or centricity is undeniably intertwined with both organizational structures and integrated processes and journeys. Allow me to share an instance that highlights this interplay:

1. Scenario Overview: Having maintained a relationship with my primary bank for over 25 years, my status as a premium customer was acknowledged after two decades. However, the true test of their customer-centric approach emerged during critical moments of issue resolution.
2. Daughter's Debit Card Issue: An illustrative case involves my daughter's minor under guardianship account, which included a debit card with Point of Sale (POS) functionality. As she embarked on her college journey, the need arose for her to access her bank account and withdraw cash. During a visit to her college campus, an attempt to use the ATM was met with failure, as it displayed "daily limit reached."
3. Communication Hurdles: In the endeavor to resolve this, I underwent a series of communication obstacles:

• Initial Investigation: I checked my bank app, only to find that her card wasn't linked to my customer ID.
• Advisory Interaction: Upon consulting my Relationship Manager (RM), they guided me to view the card on the web portal, not the app. After visualizing the card, I found I still couldn't access it.
• Unsuccessful Contact: Despite the RM's assurance, I couldn't reach the exclusive toll-free number they provided. My RM attempted to contact them as well but to no avail.

4. Resolution Delays: Eventually, after an escalation process, a resolution agent contacted me after 45 minutes. They identified a key factor: my daughter's debit card was issued under her customer ID, but due to her minor status, she lacked web or card control access. Moreover, the bank's policy imposed a maximum INR 2500 cash withdrawal limit from ATMs.

5. Clarification Attempts: An attempt to provide clarity arrived in the form of a link directing me to predefined card controls set by the bank. However, it wasn't entirely clear what actions were expected from me based on this link.

6. Outcomes and Reflection: The repercussions of this experience are evident. Rather than persist with a bank of 25+ years, I am inclined to advise my daughter to consider an account with a newer, more receptive bank on her college campus, as they might offer a more attentive resolution process.

In the context of an integrated organizational setup:

This situation underscores the importance of a seamless and integrated approach to addressing customer issues. It emphasizes the following key aspects:

• Information Accuracy: Customers' concerns can be efficiently tackled when the correct information is readily available. Miscommunication and misinformation hinder the process.
• Access to Expertise: Quick access to knowledgeable individuals, like the Relationship Manager or dedicated customer service teams, is vital for timely issue resolution.
• First-Time Resolution (FTR): Resolving issues in a single interaction eliminates customer frustration and enhances their overall experience.
• Digitization vs. Digitalization: While digitization (the conversion of analog to digital) is important, true value emerges through digitalization (using digital technologies to transform processes). Automation, data analytics, and self-service portals can optimize issue resolution.

At the core of this lies the ability of the organisation to restitch the

1.???Mindset: Guiding and building the ability of employees how to think about the customer

2.???Skillset: Providing employees with knowledge and skills to focus on customers

3.???Heartset: Enabling employees to understand the impact and value they can create for the customer

4.???Toolset: Giving Employees the enabling tools to drive a customer centric experience

In sum, the ability to provide accurate information, ensure access to appropriate personnel, achieve first-time resolutions, and judiciously apply digital technologies are all pivotal in nurturing a customer-centric ethos within an organization.

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