Panviva Company Overview
Developers and engineers
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I had the opportunity to talk with Stephen Pappas, SVP, Head of U.S. Operations and Chief Marketing Officer for Panviva, about their vision for creating an omnichannel knowledge cloud to provide a better customer experience (CX). As a lifelong marketing professional, I have urged companies to differentiate themselves by providing a decent customer experience. Customers will spend 17% more with companies that provide a great CX, yet few companies are able to deliver, even with all of the information customers and prospects are providing.
What are the most important elements of customer experience?
- Know Your Customer — develop multiple personas to better anticipate your customers’ needs and wants.
- Be Where Your Customers Are — allow customers to choose which channels they prefer to interact with your brand.
- Single Source of Truth — develop a knowledge and guidance system centrally and bulldoze all silos of information that hurt CX and confuse the customer. Consistency builds trust. Inconsistency leads to confusion and creates distrust.
- Empower Your Employees — train and manage employees to be part of the CX Solution. They are closest to the customer and know how to best help when needed.
- Guide CX for All Employees — use guidance technology to have all employees continuously improve their overall experience.
Who are CX leaders, and what are they doing "differently and better?"
I think there are four main qualities CX Leading Companies need to have.
Adapt — be able to adapt to customer needs quickly,
Innovate — develop a company culture of innovation.
Lead — strive to lead in your industry and be thought of as leaders by your customers and peers.
Care — be very customer-centric. Care how every customer perceives and feels their experience was.
How has the CX landscape changed?
CX as a practice was born out of myriad things. Originally, customer service/care/satisfaction was the after-sale point that could make or break relationships with customers. The after-sale approach moved to a before-sale to ensure a good end-to-end experience. This evolved as the internet brought more choice into the mix.
As customers now have access to global pricing and inventories, they are well prepared for any purchase they make. This choice has greatly affected competition. Now, companies don’t compete on price and product since everyone knows those things and can adjust quickly. More companies are realizing they can compete on experience. How delighted are customers by the experience and how likely are they to recommend their experience to others? That is the new competitive frontier.
What are the techniques and tools required to provide an outstanding CX?
If I were rethinking CX, I would start with a true understanding of our customers and what really matters to them. Then, I would incorporate a single source of truth: a repository that houses all the policies, procedures, and instructional guidance so all employees know exactly what they need to do or say to benefit the customer. I would then make sure we move to an omnichannel and AI approach, so we could allow our customers to interact/transact as they wish, even if it was to chat with a bot at 2:00 am. Next, I would make sure our systems afforded us a more personalized method with each customer. Finally, I’d address our analytics and the voice of the customer (VOC) to keep the pulse of all customers known and give the team the ability to make course corrections using continuous, real-time feedback loops.
Do you have any use cases you'd like to highlight?
Global companies across multiple industries rely on Panviva to boost their digital transformation initiatives, revitalize their business, and enhance customer and employee engagement strategies. Some examples include:
Carle Physician Group, the outpatient practice serves nearly 170,000 unique patients annually, with more than 400 physicians providing quality care in 80 specialties in 14 communities across central Illinois. Their challenges include:
Complex scheduling for multi-location clinic system.
Unable to quickly respond to changes in physician scheduling rules.
Difficulty in finding and keeping the information accurate and current.
Declining staff morale in the face of complexity.
Do you have concerns with current CX solutions?
Many CX Solutions do a fine job of discovery, analysis, and mapping, but they need to improve execution. A lot of great analysis can be done processing terabytes of data, but at the instant of a transaction and interaction, no employee is going to determine a customer's exact next step. Employees need a simple mechanism that knows who the customer is, what they've done in the past, and what they are attempting to do now, so the employee can provide “actionable guidance” the moment they need it.
What are the biggest CX challenges you have to help clients overcome?
Helping them understand that CX is not a one and done process. It's more like an evolution. No one gets it perfect the first time out. It is a process continually refined with constant feedback and input to improve CX.
What’s the future of CX?
We're seeing a lot of partnering with live chat on communications, IVR, visual IVRs, CRM. This is our approach to making a knowledge ecosystem a standard for the support of human, digital, and bot interactions and ensuring the customer is at the center of the universe.
What do developers need to know about CX?
Developers need to recognize that they provide the technological foundation of CX. Developers are bringing the technology to the table that makes CX possible. CX is based on making sure the information needed for a transaction is accessible in the proper format in real-time. The foundational code of the technology supporting CX is as important as any training that takes place in marketing. Developers are providing information that drives better relationships and growth.
What am I missing?
Our audience is probably spending a lot of effort in building the best CX solution and not seeing the fruits of their labor at the end-user-level. They need to see how people benefit from what they do. Developers should understand their code is helping people in every walk of life.
Developers and engineers should know how important their code is in the grand scheme of things and how that relates to CX. It’s more than just design and UI. It’s also about creating frictionless and seamless experiences and ease of use. These ultimately afford users time to get other things done.
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