The customer experience is something that gets negligently shoved under the rug, not as a result of a lack of awareness, but more often as a result of companies and individuals taking an overly intuitive approach to designing that customer experience. In the earlier history of the web, the design was not so much a concern due to the rarity of insightful, reliable websites. This meant that the tolerance for unfavorable or skimpy-looking design elements relating to customer experience was higher.
However, with the technological advances of the modern era and the rapid arrival of the information age and economy, we have been thrust as a population into a definitive glut of content, relevant and irrelevant alike. In the face of all this noise, businesses have begun focusing on ways to differentiate their website and online presence from the rest. This represents the central motivating force behind why boosting your customer experience according to real, measurable, and objective standards is becoming much more important over time.
SAP SuccessFactors provides businesses with the needed virtual architecture and infrastructure to design and achieve customer experience oriented objectives with confidence. Let’s see how.
The Structure and Philosophy of Improving Customer Experience
In an article published by the Harvard Business Review (HBR) on the topic, a number of important structural elements to the design of an adaptable and robust customer experience were described as relying on touchpoints and a “journey-centric” approach. Each emphasizes an important, but distinct part of the process of refining customer experience.
Touchpoints have more to do with the outward presentation of the company, this concept is best summarized as the points at which the customer directly interfaces with the services of the company. The design of a website would be an example in this context involving the Internet. Meanwhile, the journey-centric approach has to do with the ability of the company to anticipate changes to the business, usually in relation to the logistical features of the customer experience. The HBR cites top-down and bottom-up evaluations coupled with data-driven analysis as vital components to fueling the correct and appropriate transformations to customer experience in response to things such as growth.
In any case, the key takeaway is that the process of boosting your customer experience begins with understanding how your customers experience your business. Equally important is the idea that we can rely less and less on a sense of intuition and must move towards a more objective, data-driven approach in our anticipation and prediction of how customers perceive our business over time.
Speed, Loading Time, and Level of Interaction Analytics
Surprisingly, something that occupies a blind spot in many of our minds regarding the quality of service provided by a website manifests in the amount of time that a site requires to load. While many modern sites differ by only milliseconds in loading their content, the time to load the content, to skim and process the available information displayed, and to finally interact with the features of the site are crucial touchpoints that heavily relate to the customer’s online experience.
Thinking about how to quantify and measure the time it takes users to process and react to different elements of a website has become an important part of determining customer engagement with the site, which in turn relates to data provided illustrating the quality of their experience with that site.
The Role of SAP SuccessFactors in Contextualizing Customer Experience From Data
What SAP SuccessFactors does is it offers businesses the ability to fulfill the structural elements of designing a successful customer experience and also allows for the objective measurement of a number of important data characterizing the quality of that experience, such as the time to interaction described above.
Let’s briefly consider how the features outlined above relate to the two points related to creating a stable, long-lasting customer experience structure as well as how SuccessFactors provides the necessary tools for objective analysis and characterization of pertinent online information.
Beginning with the latter, we see that in improving customer satisfaction, SAP SuccessFactors really works with businesses to optimize the translation of their products and services into things with online value and interactivity potential. Tools such as those used to improve organizational branding through “targeted marketing and SEO” represent this objective side of things.
Meanwhile, the ability for SAP SuccessFactors to constantly provide these analytical and objective reports and to present the relevance of those reports to improving customer experience implies a positive impact for helping the future scalability of a business. These features satisfy the requirements of the journey-centric approach and demonstrate that SAP SuccessFactors has significant long-term potential for businesses intending to continuously evaluate and transform according to the needs of their customer base.