Transforming the CX journey through digital transformation

By Noor Fouad Bubshait

In 2019, there was little idea of how COVID-19 would overwhelm lives in a short time, but one of its consequences has been that it has forced a rethink on many long-held notions, including what customer care means, what individuals need and how customer teams can best serve them.

Overnight, analysis of customer journeys and satisfaction metrics gave way to investments in tools and technologies to help understand customers more deeply and to use the advantages gained through superior customer experience (CX).

We have seen how data and analytics have transformed the very premise of customer experience.

Abandoning the survey-based measurement systems that for decades have formed the backbone of CX efforts, many entrepreneurs and forward-thinking leaders have embraced the CX programs of the future that are holistic, predictive, precise, and tied to business outcomes.

Evidence already hints at substantial advantages for enterprises that have started building the capabilities, talent, and organizational structure needed for this transition. 

These leaders have taken an approach that takes full advantage of the abundance of data now legally available, collecting information from across their customer, financial, and operations systems seamlessly to yield deep insights about their customers.

Those tuned to building for the future are boosting their data and analytics capabilities and harnessing predictive insights to connect more closely with their customers, anticipate behaviours, and identify CX issues and opportunities in real-time.

These companies can tailor customer-experience analytics to better understand their interactions with customers and even preempt problems in customer journeys.

This analytics-driven approach gives a quantified and systematic view into the problems, opportunity areas, and channel interactions across a broad customer spectrum. 

Silah Gulf’s strategy has been focused on innovations in artificial intelligence, big data and robotics integrated to serve the customer experience through automated means.

On the other hand, for customer experience, we have understood that equally, value addition lies in upskilling and training our teams.

Putting people at the forefront, the customer, and the teams, has resulted in dramatic changes to both process and company culture, which becomes more collaborative, and empathy-based.

Seamless integration of people, processes and technology has served us well as we enter the post-pandemic era.