Snapshot: How to Create the Ultimate Customer Experience

Ulrika Mann

Ulrika Mann,

What do singer Adele, cryptocurrency Bitcoin, and Spotify have in common? These immensely successful cultural and business phenomena were officially launched less than ten years ago. How is this linked to customer experiences? In today’s super-charged world, we need to change how we develop compelling, viable customer solutions and services.

The 16th Cognizant Snapshot was the first event in the seminar series From What to How with focus on how to realize successful, digital offerings. Many organizations are currently struggling with legacy solutions and processes; switching from a product to a customer focused company isn’t a mission accomplished overnight.

It all starts inside
One who has come a long way on that journey is Martin Nilsson, Head of E2E Customer Experience at Telia. According to him, creating a customer obsessed organization starts on the inside.

By anchoring the customer centricity at management level, together with an awareness of all the resources and time required, and by constantly looking through the customer lens regardless of position, Telia now offers a reward-winning E2E experience. For example, real customer insights are used in the daily work, all employees have individual customer obsession targets, and feedback in social media is showed on big screens 24/7.

Seek the root cause
Martin Nilsson also emphasizes the importance of going to the root causes of a customer's reaction rather than fixing symptoms, something he shares with Martin Kedbäck, Chief Product Owner at Swedbank. He works with customer centric development, where agile, cross-functional teams use value streams, customer experience mapping, hackathons, and focus groups to find pain points and areas of improvement in customer experiences.

One idea that came up during a hackathon is the chatbot Nina, an automated customer service. She now answers customer questions about Bank ID, payments abroad, and savings. Having been involved in 75.000+ conversations so far, the vision is for her to become Swedbank´s primary first customer contact, an internal resource, and also a proactive sales assistant, integrated with third party applications.

Insights from brain research
However, companies’ understanding of customer expectations is still in its infancy, according to Predrag Petrovic, Associate Prof. in Cognitive Neuro Science at Karolinska Institutet. He studies how the brain processes information on a system level, and how it relates to behavior.

One important part is predictions; the brain is actually a prediction machine that interprets input according to its model of the world. Every time your model doesn’t match the input, you’ll get an error signal – and this is something that can help us understand expectations. Neuro science is a modern research area and companies haven’t adopted the new insights yet; they still base their work on findings from the 1950s.

Merging the expertise
Whoever manages to bridge the gap, will certainly be better positioned to develop products and services that exceed customer expectations. This is exactly what Cognizant aims to do, says Mats Johard, Head of Cognizant Sweden.

To enable clients to envision, build and run more compelling customer solutions, Mats and his teams stitch together clients and experts from Cognizant's 260.000+ competence pool, via the Collaboratory and Digital Labs, and infuse deep human behavior insights from Cognizant partner ReD Associates, .

Watch the whole seminar here.