QUALTRICS
The best approach to modernise customer experience and the role that digitalisation plays “ Digitalisation has made customer experience more challenging ,” says Vogel . “ We have to think about emotions and how customers feel about a service , however , digital is inherently cold , it ’ s inherently emotionless compared to interacting with a real human . So digitisation has definitely made it more challenging as we think about providing great customer experiences .
“ With this in mind , our clients really need to start thinking about a customer ’ s journey . They have to think about every interaction a customer has , whether that ' s digital or non-digital . They have to start thinking about all the touchpoints and the context of the customer journey through a variety of channels . And for Qualtrics , this means really helping a customer think about the future : How are you going to have these digital interactions ? How are you listening ? How are you getting signals from these interactions ? How are you interpreting and understanding emotions ? And most importantly , how are you creating a culture of action to meet or exceed customer expectations ?” adds Vogel .
How can Qualtrics ’ platform improve its clients ’ customer experiences ? “ Customer experience is the competitive differentiator going forward in the postdigitally transformed world ,” explains Vogel . “ As more and more interactions become digital , the way to compete is through experience management . The broader view of experience management is it ' s not just about sending out an email survey anymore . In fact , we all get too many surveys , which results in low response rates . Nobody wants to see another survey . Experience management is really about engaging with
“ Digitalisation has made customer experience more challenging ”
ERIK VOGEL GLOBAL HEAD OF HIGH TECH & TELCO , QUALTRICS
34 March 2022