How Cloud Is Influencing Customer Experience Today
Take a look at this statistic-filled article that examines the effect that cloud computing has had on the customer experience.
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In a customer journey, technology decides the quality of good customer experience. Cloud is one such technology that has brought people on one platform, and anyone authorized can access documents and applications from anywhere. It is an important reason that makes cloud a supporting technology to deliver seamless customer experience.
According to a Gartner survey done in the year 2018, various aspects touch the core idea of delivering a good customer experience. Although in the previous year 2017, in the same survey, out of all the respondents, 66% of marketers said that companies mostly bank on delivering a good customer experience. In the year 2018, 81% of the respondents have said that they intend to compete on the basis of customer experience.
Today, various metrics measure the level of customer experience; these metrics clearly show why a certain technology is far better over any other option. Let’s explore this idea in terms of cloud technology.
Adoption of Cloud
Customer experience is an individual’s perception with an organization and with a product or service. It also counts the customer journey that includes various touchpoints and all the other environments they come across while using the product or service. These environments include touchpoints such as dashboards, various other tools, sales, and other marketing processes.
So, individual customer perception has a direct impact on the customer experience. Customer experience not only includes those rationale experiences with the services but it also includes subconscious experiences that the customers garner while using the product or service.
State of Customer Experience 2017 report suggests that 39% of call centers have already migrated to the cloud. 53% are planning to move to the cloud. It depicts that the cloud is creating a trustful environment and getting traction among a higher number of companies, gradually.
Cloud helps in streamlining the process with modern and personalized services. Personalized services lead to higher customer loyalty.
But if we zero in on the key drivers behind adopting the cloud technology, it comprises lower cost, better experience, speed of deployment, cost savings, and gradual upgrades in the features.
Experience of Cloud
Delivering a good customer experience is about inciting a good perception in the minds of customers about the product or service they are using. The technology behind a product or service matters, substantially. According to Rightscale 2018 State of the Cloud Report, out of all the respondents of the survey, 96% of the companies are using cloud today.
If we look at the growth in the past four years, the adoption of cloud has only increased with time. Irrespective of public, private or hybrid cloud, every type of cloud is gaining interest with the passage of time.
When it comes to technology, there are two ways to let technology influence the customer experience.
The first way is to pick one of the latest and most updated technologies and then deploy it according to the customers as well as the business needs. Technology touches several aspects at the same time such as ease of use and how effectively it produces results.
The second way is to have a customer-centric approach and understand the context of creating a unique customer experience, well in advance. Understanding the customers very well makes it much easier to create a particular experience for them.
For example, some companies such as Uber are following a hybrid cloud model that ensures a constant uptime and a streamlined process from developing an idea to its deployment.
Today, the second way has become more relevant for customers. The idea is to start with the context behind the customer experience and give it a direction that is the best suited for the customers in producing more promising results. The context starts with an understanding that includes measuring experience, speculating expectations of the customers and exploring new ideas in the domain of technology. Since its advent, cloud has brought flexibility, scalability, and cost-effectiveness.
In addition to this, it is also necessary to get into the heads of the customers and empathize with them while understanding their needs. Such efforts when supported by data analytics produce unique results and ensure deep customer awareness.
Influence of Cloud
Customer experience directly relates to the design of product or service. Because every aspect of design influences the customer’s perception of the product, several companies like Google has set several examples in the past several years to influence everyone with its designing capabilities. Google Assistant is one such example that has given a revolutionary jump to the user experience.
So, the design of the product or service is an important factor that needs to be analyzed intensely from the moment of ideation of the product.
According to this blog from Adobe, customer experience is all about the customer journey and interactions of the consumers with the business. It says every detail counts when it comes to closing the gaps in customer experience.
Including every detail means collaboration from all the employees and experts on a single platform to develop a unique product or service. A thorough analysis helps in understanding the customers before delivering a product or service. Every product is a result of teamwork by including the insights of all the team members.
Such collaborations need continuous communication and cloud has made a complete platform for communication and collaboration.
Cloud technology has improved the way organizations are working today. Employees connected on the cloud have various options like cloud PBX to communicate with each other and achieve higher productivity. Such collaborations help in making an impact that is long lasting and effective.
Cloud is being used today as a repository of data for further analysis. Today, artificial intelligence is also playing a vital role to improve the overall customer experience.
Organisations are becoming software-centric and trying to make the most out of the available resources. In this scenario, cloud is bringing in lots of scope for changes and new upgrades.
Singer Equipment Corporation started its journey with cloud and shifted a major portion of the company’s communication infrastructure on cloud.
Innovation of Cloud
William Hewlett, a founding father of Silicon Valley, once said that “You can not manage what you can not measure.”
The tweak in the statement is what methodology you choose to measure, analyze and deliver results. This timeless statement is still relevant being independent of times or era.
In contemporary times, cloud has supported this idea by infusing the information from the saved data. The term "innovation" converges to the ease and solutions that a technology introduces. Cloud has made it a lot easier to prototype, development, and deployment of new technical solutions.
IBM surveyed over 1000 business leaders globally. Out of all these respondents, 71% of the companies surveyed said that cloud has influenced the customer experience. And this is the foremost reason that companies are using cloud to touch upon new industries, transform customer experiences and support new business models.
Published at DZone with permission of Vipul Srivastav. See the original article here.
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