So what is Digital Experience? Nowadays it is a common term routinely bandied about, but......
We assume that everyone understands it, which is not the case. Put simply, the term Digital Experience refers to customer engagement that leverages digital methods, which suits an ever‑increasing, digitally‑connected audience. As more and more companies take this approach to engagement, customer expectations increase. The bar is raised!
Many examples of digital experience exist although people would not recognise them as such. Think of something as simple (nowadays) as Internet Banking – you engage with your bank digitally and avoid the whole in-branch experience – quick and convenient. Other companies have leveraged digital tools to re-think entire industries. Examples include Uber, Spotify and airBnB.
BAC Partners recently completed a digital experience solution for sub-contractors involved in the fitting of Automotive accessories such as tint. This improves the experience of both the fitter (employee or subcontractor) and the client. It serves as a simple, practical example of a solution that benefits all parties.
Prior to the introduction of the portal solution, this area of the business relied on all the typical tools:
- Spreadsheets; and
- Phone calls.
This media mix is not uncommon when companies branch out into a new area or are just starting out. Over the medium-long term though, this combination can be challenging and error prone. In the case of this company, it was a combination of factors but principally a failure to secure customer acceptance confirmation giving rise to subsequent warranty issues. Communication between the parties involved was also inconsistent and problematic, which could impact the overall customer experience.
The current situation is vastly improved. Jobs are scheduled in a CRM solution and allocated to a nominated fitter based on physical location, skill set and availability. Once allocated the fitter receives a notification, which they accept or reject. Rejections are rescheduled whereas acceptances are placed in a queue of jobs. On the day of the fitment, the fitter opens the job on their mobile phone and locates the vehicle at the nominated location. The required fitment and any instructions are provided. Fitment commences and any notes relating to the job are captured. On completion, the client reviews the vehicle and if satisfactory signs on the mobile device indicating approval and acceptance of the work. At this stage the job is closed out for the fitter and also for the company in the CRM. Warranty papers are then produced and distributed to the client.
A parallel process also exists to handle warranty inspection and rectification. During this process vehicle images can be taken alongside annotation of any damage areas on a vehicle flatplan. Once again, the client would sign for acceptance of the rectification. This entire process including associated images is stored in the CRM.
The platform in this example is constructed on IBM’s Customer Experience Suite. This software comprises the Websphere Portal toolset that facilitate portal creation and integration.
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