It’s a given in the industry that everything is going digital, but it seems that some companies have yet to receive the memo.
That was the message that Ted Hunting, Senior Director of North American Field Marketing and Demand Generation at Genesys (News - Alert), took away from a recent industry conference. In a blog posting about the Gartner (News - Alert) IT Symposium, Hunting noted how the event’s theme was “Digital Business is Upon Us”, and added that it covered how the “nexus of forces of cloud, mobile, social and information” will impact businesses in the coming decade.
“Every business must now be a technology business or they will perish,” Hunting quoted Gartner CEO Gene Hall as saying at the show.
Taking the idea to the next logical step, Hunting listed what he cited as “Five Key Takeaways” from the show:
1. Make the Most of Moments – “Digital business is about making the most of business moments and now it must be operationalized across the Internet of Things,” Hunting wrote. That includes wearable technology with sensors in everything coupled with big data.
2. Mobilize the Customer Experience – “Today, there are more mobile phones than people and apps have been exploding exponentially. For example, Microsoft’s (News - Alert) new CEO discussed at the event how it’s ‘mobile first’ in all they are doing now,” Hunting observed. He added that some companies have not mobilized their customer service operations, and while everyone seems to have an app, it’s typically not connected to their contact center.
3. Operationalize Digital Customer Service – “Employees must be armed and trained to respond across all channels – including social, mobile and the Web,” Hunting noted.
4. Engage in Social Customer Service – Half of people 35 and under follow the social recommendations of their friends. “Companies need to be able to filter, prioritize and route customer interactions over social media to ensure the needed posts gets a response,” he said.
5. Engage Today’s Digital Customer – “The digital world has changed human behavior,” Hunting said. “When people wake up, they look first at their devices – not their spouses!”
But Hunting also noted what was missing from the show’s attendees.
“I was still taken aback at the event in seeing how only a few companies today are on a single platform for customer experience,” he said. “I think the reason may be more cultural than technological. Digital business and digital customer service is upon us. Luckily, digital customer service solutions are already here.”