Find an article about a firms current use of IT to enhance its customers experience or select a firm you are familiar with the Middle East. Write a short paper describing the following:1. Where is ITs enhancement of the customer experience delivering value to the organization?2. What challenges or obstacles does the firm encounter in enhancing the customer experience using IT?Requirements:1. Your paper should be 4-5 pages in length, not counting the title or reference pages, which must also be included.
2. Include at least two scholarly references in addition to the course textbook.course textbook :
McKeen, J. D., & Smith, H. A. (2015). IT strategy: Issues and practices (3rd ed.). Upper Saddle River, NJ: Pearson Education. ISBN-13: 9780133544244————————————-
The critical thinking should show the light in the role of IT in enhancing the customer experience .
IT is playing an important role in delivering a positive customer experience .
80% CEO says getting close to the customer
Consistence and excellent customer experience positively impact an organization bottom line
Nowadays, customers are more willing to complain and tell other about it
59% of customer will stop doing business with a brand after just one bad experience in just one channel
82% of them tell friend about their satisfaction
Good customer experience is one of the most sustainable forms of business differentiation
Customer have a growing expectation of the organization they deal with , so they dont want to waste time , they want better options , they want their relationship with organization to recognized and respect.
Some research showed there only 8% of customer describe the experience is superior whoever more than 80% of companies reveal that customer experience is super ..There is a big gab??
DIMENSION OF CUSTOMER EXPERIENCE:
Customer experience is a multidimensional concept. It include (price, personal interaction, promotion, product, process, and place)
Customer experience touch all organization department not only the customer service and customer relationship management, one manger said we have to understand our customer perception of our entire organization
SOME ADDITIONAL CUSTOMER EXPERIENCE:
Consistency and reliability
Knowledge and data
Timeliness
Innovation
It is better that the organization hear form their customer in order to find out where is the gab and correct them immediate
THE ROLE OF IT
Company invest increasable in technology that affect the customer experience
Companies have technology to deal with customer like CRM (customer relationship management) , interaction voice recognition (IVR), online and mobile self service appliance
The problem is that the companies use technology for the mean to reduce cost, and these technologies lead the negative customer experience.
Some company get hide behind its website which mean no way for their customer to find way to communicate. There is a broad agreement that most positive customer experience comes from the combination of investment in: technology, improved process, knowledge, and empowered employees IT SHOULD DEVELOP FIVE CAPABILITIES:
Visioning: think like a customer
Customer focus.
Designing for utilization: it must be useful, it must be used , it must be useable.
Data management.
Delivery.
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