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Opinion

Managing customer experiences and engagements in the era of digital globalization

“Following rapid digital transformation that is sweeping global corporations, the adoption of technology to connect online with customers through chatbots and social media has thrown enough challenges to decision makers,” writes Dr. Tejas B Vyas, Assistant Professor of Oman College of Management and Technology, as he shares his perspective on the need to manage customer experiences.

Dr. Tejas B Vyas

info@thearabianstories.com

Monday, November 20, 2023

The biggest challenge facing businesses in the digital era is engaging with customers consistently and meaningfully, while making each interaction an experience that adds to engagement quotient.

UX (User experience), CX (Customer experience) and CXQ (Customer experience quotient) are many metrics that are in vogue in the last two decades – all looking at the aspect of enhancing customer experience and engagement. The ‘user-object interaction’ (human and product) has now graduated to a level where product experience is just a small part of the entire gamut of ‘customer experience’.

New generation of leaders consider CX as a ‘leadership function’ and take it upon themselves to show the way to the entire organization. Since the subject is fast emerging as an area of focus for enterprises, there is a need for dialogue, deliberation and detailed literature to be developed by both Industry and academia alike.

‘Customer experience (CX) has evolved into a top priority of business executives worldwide. CX is a key determinant of long-term corporate success.’ (Imhof, G., & Klaus, P. (2020) – The dawn of traditional CX metrics? Examining satisfaction, EXQ, and WAR – International Journal of Market Research62(6), 673-688.)

Globalization and the reduced distance between markets have made customers fully aware of best customer engagement standards that the torchbearers of CX have established. And this puts enormous pressures on local outfits to match or achieve one-upmanship over the competitors on customer satisfaction practices.

When former veteran stalwart of Dabur India joined ‘Haldirams’, the eight decade old Indian snack company, in January 2023, it sent two clear signals: that the Indian snacking giant is looking at future with optimism, and that the journey into future is through professionalism and customer oriented approach.

“A customer is the most important visitor in our premises. He is not dependent on us, we are dependent on him. He is not an interruption in our work; he is the purpose of it. He is not an outsider in our business, he is part of it,” states a popular quote on customer, succinctly underscoring the importance of customers to businesses.

Customer connect, engagement, customer satisfaction/experience and customer feedback are all big on the agenda of leaderships of top companies that are in the service industry, telecom, restaurants, airlines, banking, e-commerce and quick delivery firms, among others.

Problems and Challenges

Following rapid digital transformation that is sweeping global corporations, the adoption of technology to connect online with customers through chatbots and social media has thrown enough challenges to decision makers and leaders of corporations.

It is important to note that the customer exercises choices when buying. Whilst individual preferences are not easy to record and offer, the trends and best practices are there from various industries and companies. Cross-learning (from other industries and competitors) can throw some light on the challenges and the best ways to engage with customers whose tastes change dynamically.

Digitalization and comfortable access to global practices have enabled adoption of education processes on lines of what is best for today’s world.

Dr. Tejas B Vyas is an Assistant Professor at Oman College of Management and Technology

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