As I go and talk to different SMBs across the country about different technologies, I always get the same question: “What technology is currently available that a lot of SMB companies in industry ‘X’ are using to provide a better customer experience.” Everyone knows that this is a loaded question and there is no silver bullet when it comes to exceeding your customer’s expectations. I try and have SMBs look at it from the end customer’s point of view.
First, what is the experience like when customers first interact with your company? If the process to learn about your company's product or service takes longer than 60 seconds to describe on the phone, SMBs will go to another provider. So ask the question, is my organization’s employees equipped to explain our companies product/service value to a new customer within 60 seconds. From a technology point of view that involves having the appropriate systems in place to support any questions the new customer might ask (i.e. making sure all pertinent data can be accessed by your customer support team). In addition, you need to make sure that your systems are fast enough to access this data very quickly. I have talked with numerous SMBs that have a great product & services information databases established for their employees to access however, the employees don’t use the system because it takes tool long for their system to bring up the needed information.
Second, do your employees have the needed resources to follow up on new customer requests? These resources not only revolved around data associated to customer inquires/needs, it also involves the needed time for your company representatives to follow up with the new customers. I have talked to some customers and they say that for every hour their computer systems are not available, they are losing at least 3 new customer opportunities. As a result, there are more companies making scheduled maintenance updates to the employee’s systems in off-ours. One customer specifically, Midwest Eye Consultants, is implementing new technology that is saving them 10 to 12 worker-hours a month on system maintenance and those extra hours are now being used by company employees to recruit new customers. Click here to see more information about the technology Midwest Eye Consultants have implemented: http://msp.intel.com/midwest-eyes-case-study.pdf
Lastly, does your internal team have the resources available to support existing customers? Most of the time the resources that matter the most for existing customers relate to past product/services they have received from your company. If this information is not readily available when your team is servicing an existing customer, it can mean keeping or losing a loyal customer. In the health care field it is even more critical. Northwest Newborn specialist relies on customer/patient data being available at all times of the day. Carolyn Kraus from Northwest Newborn Specialist says: “Our physicians can be impatient, and with good reason. They’re on 24/7 in a high-stress job where downtime can have serious consequences, and much of their work is done through technology. When a PC goes down, they can’t access patient records, look at an x-ray over the network, or pass on their notes to the next physician on-call. In this field, it’s critical to keep their stress level low and their PCs up and running.” Click here to find out more information about the new technology Northwest Newborn Specialist is using: http://msp.intel.com/NW%20Newborn%20Specialists_final_318134-001US.pdf
In closing, when you think about what technology you need to provide a better customer experience, think about what you have implemented in your environment today. Do you have quick and efficient systems set up that enable your team to deal with first time customers and all the questions they may have about your company’s products & services? In addition, do your teams have up to date systems available any time during the work day to deal with follow up activities related to new customers? Also, do you have the right system managed infrastructure in place so that your desktops and notebooks will be available to support all existing customer requests during all hours of the work day? The answers to these three basic questions provide the best direction for your company to explore in order to provide a better overall customer experience.
