Corby Fine, Vice President, Customer Intelligence & Digital Experience, Roger Communications, discussed what it takes to use a combination of data and design to deliver engaging customer experiences across multiple channels in his keynote presentation to Argyle's CX membership at the 2017 Customer Experience Leadership Forum in Toronto on March 30. In his presentation, "How to Be an Experience-Led Business," Fine described how Rogers revamped its data and analytics strategy to enhance its day-to-day CX efforts.
According to Fine, CX professionals must take a customer-first approach in their everyday work. By doing so, these professionals can analyze the customers' perspective and map out their customer engagement efforts accordingly.
"We have to stop thinking about things from the perspective of our jobs and our roles," Fine said. "We need to start thinking about things from the customers' perspective, and then we can find our ways to align with customers on everything that we're doing."
Moreover, Fine offered the following recommendations for CX professionals:
- Understand the customer. "We need to listen to the customer, understand their intent and stop thinking about building our businesses against metrics that we care about," Fine stated.
- Be consistent. Marketing, sales and support teams should develop a consistent voice, one that resonates with customers time and time again.
- Make technology transparent. Technology can make or break the CX, and for good reason. Therefore, businesses that invest in the CX can use technology to deliver unforgettable customer experiences.
- Delight the customer. Companies should constantly search for new, exciting ways to connect with customers and fulfill or exceed their expectations.
Fine also pointed out that CX professionals should leverage a variety of digital channels to foster long-lasting customer partnerships.
"There is no single journey. There is no standard flow. Customers are going everywhere all the time, and you need to be monitoring and measuring so you can leverage [data]."
The use of multiple digital channels enables CX professionals to help a company differentiate itself from the competition both now and in the future.
"You can't use an individual channel to drive an amazing experience unless you understand what it is that customers are trying to do," Fine pointed out.
In addition, Fine provided the following tips to help CX professionals develop an effective customer engagement strategy:
- Foster collaboration among multiple departments. Together, digital, marketing and IT teams can find innovative ways to build trust with large groups of customers and provide them with stellar experiences.
- Build a strong culture. With a strong culture in place, a company will be able to leverage the skills of all of its team members. That way, employees can work together, optimize the value of customer data and discover the best ways to enhance the CX.
- Leverage all of the customer data that is available. Digital research is powerful and readily available to CX professionals, and those who utilize this data can boost their chances of building long-term customer partnerships. "Every day, your customers – before they call or before they walk into your store – are essentially telling you what they want," Fine stated.
- Drive personalization every day. Targeting the right message, to the right audience, at the right time is paramount. This will enable companies to provide personalized customer experiences, ensuring customers can receive the support they deserve, any time they need it.
Furthermore, it is important for CX professionals to understand how to maximize the value of customer data.
There are many sources of customer data, but many CX professionals lack the time and resources to fully assess this information. As such, CX professionals often miss out on valuable insights into a company's target audience, along with opportunities to engage customers.
"You can't use an individual channel to drive an amazing experience unless you understand what it is that customers are trying to do."
A data-driven approach can help CX professionals collect and analyze customer data and get the most out of it. This approach ensures CX professionals won't take shortcuts, and instead, will be able to gain unprecedented insights into all aspects of the customer journey.
"If you know something about a customer, use it," Fine said. "It's not about being creepy or being over the line. It's about simplifying the experience to remove questions and steps and clicks and calls."
Lastly, CX professionals must realize that the customer journey constantly evolves, particularly in today's always-on, always-connected global marketplace.
How CX professionals build trust with customers today may vary from how they connect with customers over the next several years. However, with a proactive approach to customer engagement, CX professionals can keep track of customer patterns and trends. This information will allow CX professionals to monitor customer behaviors and uncover unique ways to engage customers for years to come.
"There is no single journey. There is no standard flow. Customers are going everywhere all the time, and you need to be monitoring and measuring so you can leverage [data]," Fine indicated.
A customer-focused, technology-savvy professional who has been instrumental in developing strategic growth opportunities and has a successful track-record of exceeding revenue, operational and NPS targets. He has built innovative digital products, implemented and optimized digital sales and service experiences, with a specialty on the application of big data and marketing innovation.
He has experience in digital product development, digital marketing, customer experience, loyalty, big data, marketing automation, and innovation. Equally comfortable in corporate, agency and startup environments, he has demonstrated the ability to add value in different scenarios and offers diverse industry experience in financial services, automotive, telecommunications, retail, and utilities.
Recognized for strong leadership and relationship skills, he has effectively managed teams from 2 to 130, along with complex internal and external relationships. He has scaled high performance cross functional teams and as a strategic leader, coached and mentored them by cultivating a spirit of collaboration.
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