IT and Customer Satisfaction: How do they stack up?

We are so used to seeing IT as the opposite of humanity, that oftentimes we forget that technology is here to help make our lives easier. From the creation of the phone, the television, the computer, etc. every step forward in the process of digitalization of our society has been made in order to facilitate connections, interactions, transactions and business growth. Yet when we ask our prospects or customers how they believe IT is relevant to customer satisfaction, we are surprised to see that they struggle with matching the two.

One of the things we like to remind people of, is that the first step to digitize is to start with strategy, and that strategy revolves around going back to the drawing board and understanding the needs of the employees as well as the customers. Companies are going into automatization talks without understanding that there’s always a human element involved, and that’s the first point of care they should look into. When new technology comes into the workroom, some employees may feel like their jobs are at stake, so they resist the change or might even try to get ahead of the curve by leaving the company. Preventing this type of turnover is very easy: communication. Talk to your employees, express to them your vision and hopes for the new software, and get their feedback on the process. If they feel like their opinion matters, they’ll be excited about the changes and will be less resistant to innovation. On the other hand, this excitement will reach the customers when they hear about your investment in the company, and they’ll be more likely to stick around to see the improvements after digitalization.

Another aspect to keep in mind is we are less than six months away from 2020, a year that defined a vision of the future for many companies in the past two decades, some of which we have surpassed, and some of which have not been met. The prospect of having 20/20 vision is to see things clearly, and distinguish what’s in front of you with a sharp view. When companies set out to meet these lofty goals by 2020, the race to digitize quickly got serious. We are approaching the climax of Industry 4.0, as cloud technology, AI, machine learning, etc. are about to reach new heights, and are already putting many users ahead of the curve. Technologies like virtual assistants, robotics, etc. are being used by more and more companies in order to provide the 24/7 support that customers want. We are in an era of instant gratification, where immediate responses and solutions to problems are expected, and if you’re not doing that for your customer and they can get it somewhere else, you are extremely likely to lose their patronage. Customer satisfaction will be entirely linked to IT – and what you do with it – faster than we expect.

The last aspect to consider here is the demographic distribution of the population. Currently, millennials are taking over as the biggest group in the workforce, with the most purchasing power. Generation Z is starting to make an impact on the economy as well, and kids are practically being born with tablets on their hands. The level of technological savviness we are coming upon is beyond anything we’ve seen before, and all companies need to up their game in the tech department, or be left behind. The youngest in any household can quickly figure out how to use most electric products and electronics, and they will be at a new echelon of skill once they reach schooling and start inventing products or services with a much more open viewpoint than what we have. If you want your company to survive in the long term, you need to think ahead and use the existing technology to set you up for the customers of the future.

Technology and humanity are so closely intertwined, that there’s no way to avoid seeing the connection. Customer satisfaction is about anticipating the needs of your clients before they have them, solving problems quickly, incentivizing them with perks to create loyalty, and staying ahead of the competition when it comes to your offering. If you’re ready to take your IT to new heights and give your customers the future, today, contact us to help you assess your current level of technology maturity, and map out your path to sustainable growth.