Page 18 - EngineerIT October 2021

ICT: MAKING DATA WORK

Seize new opportunities possible because customer service is key to all
Collect direct customer feedback whenever

sales protocols. One should solicit feedback in order
to build loyalty by meeting the customers’ needs.
and adapt to challenges Allan Gray creates a personalised CX

With the help of Bluegrass Digital, Allan Gray has
created a new, engaging and dynamic online platform
*By Nick Durrant, CEO Bluegrass Digital
that offers a rich user experience with easy access
to information and resources, which drives increased
user interaction and attracts new customers.
lthough modern businesses are becoming Their website creates a personalised customer
more agile and benefitting from the countless experience for new clients, existing clients, financial
Aonline sales opportunities, very few of them advisors and institutional investors. Supporting
are using customer insights to confidently seize new localised country-based content can be managed
opportunities and adapt to challenges. carefully and intuitively within Optimizely, a leading
Businesses need to embrace a customer-driven digital experience platform.
culture and understand their customers by learning
how they feel, think and act. They also need to Coronation rebuilds its website to meet
understand that products must be designed to meet future requirements
their customers’ needs - they cannot force products Similarly, Coronation, a world-class investment
onto their customers. This is according to Bluegrass Digital CEO Nick Durrant. management company, has implemented a best-in-
All their marketing must be targeted on what their customers want and at the same class digital experience platform (DXP) for its web
time, they need to provide a first-class customer experience (CX). In order to achieve this, and digital offering. The new website now provides
businesses need an in-depth knowledge of the customer. a consistent brand experience delivering an intuitive
Although industry research will aid this process, the true insights can only come from navigation and user experience across the website.
the data the company collects over time, which should include customer interests, behaviour Optimizely’s offering was the obvious platform
and engagement at all stages of the customer life cycle. of choice with its easy-to-use content management
There are a myriad of tools and advanced data analytics to improve the customer interface allowing editors to easily select templates,
experience. Tools like Optimizely (formerly Episerver) enable ecommerce businesses to add content and manage site controls. The powerful
compete and win in the digital-first economy using experimentation and evidence-based publishing workflow allows for distributed content
outcomes. management roles.
They increase agility to test and deliver impactful experiences and speed time to market Optimizely now provides Coronation with the
and also improve outcomes through unique digital experiences for each customer, at scale. enabling platform for their ambitious Omni-channel
business strategy. It provides the tools to drive
Empowering digital teams personalisation using built-in AI and machine
CX digital platforms have taken centre stage, they empower digital teams to be more learning capabilities, giving the potential to provide
intentional in their customer engagements as well as more agile in adapting to changing a personalised user experience for new and
behaviours and markets. More importantly, they deliver a unique system of differentiation to existing customers. n
inspire product and experience innovation using real customer insights.
According to a study by PwC, one-third of customers who have a bad experience will *Nick Durrant (021) 671 1966
break up with a brand. nick@bluegrassdigital.com
A customer-centric culture revolves around the needs of current and potential
customers. This is in contrast to a product-driven culture that develops products with little Customer experience, also known as CX, is your
regard to whether customers want them. It’s also very different from a profit-driven culture, customers’ holistic perception of their experience
one that views customers in terms of revenue and profit. with your business or brand. CX is the result
Furthermore, a data-driven culture supports customer-centricity by helping business
leaders better understand what the customer needs and what drives their purchasing of every interaction a customer has with your
business, from navigating the website to talking to
behaviour.
customer service and receiving the product/service
they bought from you.
Data analytics Forbes Magazine describes the customer
Advancements in the digital world have made customer insights more easily accessible, experience as the “cumulative impact of multiple
transforming the way businesses operate. Data analytics have become precious and touchpoints” over the course of a customer’s
integral assets to marketers. These tools provide insights into customer behaviours and interaction with an organisation. Some companies
allow business leaders to make insightful and data-driven business decisions.
are known to segment the customer experience
into interactions through the web and social
Track and analyse
To get to know the customer better, one needs to track and analyse every touch point in the media, while others define human interaction such
as over-the-phone customer service or face-to-face
customer experience. Data analytics allows one to understand the true motivations behind a retail service as the customer experience.
customer’s actions. This may also help one find the pain points customers are experiencing. n

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