{"id":40375,"date":"2020-06-23T00:00:00","date_gmt":"2020-06-23T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/customer-service-needs-to-go-way-beyond-personalization\/"},"modified":"2022-12-30T04:41:52","modified_gmt":"2022-12-30T12:41:52","slug":"customer-service-needs-to-go-way-beyond-personalization","status":"publish","type":"post","link":"\/us\/en\/blog\/customer-service-needs-to-go-way-beyond-personalization\/","title":{"rendered":"RingCentral CIO: Customer Service Needs to Go Way Beyond Personalization"},"content":{"rendered":"

Trevor Schulze likes to think of things in terms of birthday cakes.<\/span><\/p>\n

Actually, not everything, but he does like to think of economic evolution in terms of birthday cakes. To Schulze, CIO of RingCentral, the Agrarian Economy represents how the first cakes were packaged and sold. In the beginning, in fact, they weren\u2019t packaged at all. Consumers went to a market to purchase all the individual components (salt, flour, whatever else a cake is made of) and made the cake from scratch. It was a relatively inexpensive endeavor, he reckons.<\/span><\/p>\n

But then came the Industrial Economy, and with it the need for greater scale and efficiency. Cakes became pre-packaged\u2014all the ingredients in a box. Just add water. And for consumers, the result of that scale and production efficiency was a higher price tag. As we entered the Service Economy, we went a step further. We wanted the cake. We just didn\u2019t want to <\/span>make<\/span><\/i> the cake, giving rise to the pre-made variety. And we threw in a little customization with names written out in icing. Again, the perceived value of the cake increased, as did its cost.\u00a0<\/span><\/p>\n

Which brings us to today and the Experience Economy, where it\u2019s become about so much more than the cake. The cake now represents just one piece of an overall experience that carries even greater value that consumers are willing to pay for\u2014the party at Chuck E. Cheese or Dave & Buster\u2019s. And costs started to soar into the hundreds of dollars.\u00a0<\/span><\/p>\n

The Digital Experience Economy: Personalization to the nth degree<\/span><\/h2>\n

And Schulze sees it going a step further. Our digital world has completely rewritten the rules of the Experience Economy. His 14-year-old son\u2019s idea of a birthday, for example, didn\u2019t even include a cake. \u201cHe\u2019s a gamer,\u201d says Schulze. \u201cHe wanted a birthday that was online. It was virtual. It was individualized. His cake was an in-game loot crate.\u201d No surprise: a virtual party costs a lotta loot.<\/span><\/p>\n

Schulze\u2019s son\u2019s example highlights that the new economy goes well beyond the personalization of previous eras, the CIO says. This has dramatic ramifications for customer service. \u201cWhat people are really looking for when they engage with the businesses,\u201d he says, \u201cis that they want to engage with the business where things are hyper-individualized.<\/span><\/p>\n

\u201cI mean everything about what I\u2019m trying to do with a company, I want them to absolutely know me. It\u2019s not personalization. It\u2019s hyper-personalization.\u201d<\/span><\/p>\n

Systems of Experience\u2122 and the new digital economy<\/span><\/h2>\n

This shift requires systems that can support this kind of knowledge accumulation, says Schulze, who made his comments during a recent <\/span>virtual roundtable<\/span><\/a>. He dubs these \u201cSystems of Experience,\u201d and they have a few critical characteristics. \u201cThey need to be immersive,\u201d he says. \u201cPeople are busy. They don\u2019t want to have to understand how things work when they engage with you.\u201d<\/span><\/p>\n

Importantly, they also need to build intelligence about customers from multiple sources. \u201cIt has to be something that learns about who they are and what they\u2019re doing,\u201d he says. \u201cIt has to be <\/span>omnichannel<\/span><\/a>.\u201d He adds: \u201cIt doesn\u2019t matter if it’s social, chat, texting, video, voice. We should no longer dictate how a customer or employee engages to seek answers.\u201d<\/span><\/p>\n

The ability to deploy systems that learn about customers from those channels will be critical, Schulze says. \u201cIt has to be something that learns about who [customers] are and what they\u2019re doing.\u201d<\/span><\/p>\n

The link between employee experience and customer experience<\/span><\/h2>\n

Schulze also says this shift will have important implications for CIOs. First and foremost, he believes CIOs need to be much more focused on driving profitability for their organizations. Next, he says CIOs should pay much closer attention to systems that build the relationship between <\/span>employee engagement and customer engagement<\/span><\/a>. \u201cThe companies that did not invest in modern digital experiences for employees and customers struggle,\u201d he says. \u201cThose who made those investments I think will thrive.\u201d<\/span><\/p>\n

Ultimately, the new era of customer engagement puts the power in the hands of the customer and forces organizations to be proactive. In the past, says Schulze, customer service was too company-centric. \u201cIt was 9-5, voice, email, chat. It was reactive and knowledge-based. Some people called it the service of the many. Companies tried to group knowledge to support a customer in a reactive mode.\u201d<\/span><\/p>\n

Today\u2019s brands need to understand the unique qualities of each customer. \u201cKnow them,\u201d Schulze says. \u201cLearn and be intelligent. Gather info about them so you can anticipate what they\u2019re looking for. It becomes like they\u2019re engaging with their best friend.\u201d<\/span><\/p>\n

To hear more about how to build Systems of Experience, watch Schulze\u2019s virtual roundtable discussion, <\/span>“Excelling in the Experience Economy.\u201d<\/span><\/a>\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Trevor Schulze likes to think of things in terms of birthday cakes. Actually, not everything, but he does like to think of economic evolution in terms of birthday cakes. To Schulze, CIO of RingCentral, the Agrarian Economy represents how the first cakes were packaged and sold. In the beginning, in fact, they weren\u2019t packaged at …<\/p>\n","protected":false},"author":29,"featured_media":40376,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[17855,17856,17857,14886,1792,17858,17859,17602,883],"class_list":["post-40375","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-experience","tag-excelling-in-the-experience-economy","tag-importance-of-experience-economy","tag-omnichannel-customer-service","tag-personalized-customer-service","tag-ringcentral-customer-service","tag-ringcentral-experience-economy","tag-ringcentral-roundtable","tag-ringcentral-systems-of-experience","tag-ringcentral-webinar"],"acf":[],"yoast_head":"\nRingCentral CIO: Customer Service Needs to Go Way Beyond Personalization | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Trevor Schulze likes to think of things in terms of birthday cakes. 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