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Future of Work Enabler: Customer Empowerment and Engagement

Future of Work Enabler: Customer Empowerment and Engagement

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Published by Cognizant
Meeting the needs of the empowered consumer by providing a consistent, cohesive and compelling customer experience.
Meeting the needs of the empowered consumer by providing a consistent, cohesive and compelling customer experience.

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Published by: Cognizant on Feb 11, 2014
Copyright:Traditional Copyright: All rights reserved


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Future of Work Enabler: Customer Empowerment and Engagement
Meeting the needs of the empowered consumer by providing a consistent, cohesive and compelling customer experience.
Making the Shift to the Next-Generation Enterprise (a multipart series)
FUTURE OF WORK November 2013
Executive Summary
Have you met the new consumer?
She likely knows as much as you do about your business’s products and services.
He probably uses his smartphone to research competitive pricing and availability when in your store, hotel or bank.
She has no patience for promotions or offers that don’t target her directly, especially when she provides personal information.
And when the interaction moves from your brand’s Facebook page to an online chat, mobile Web, contact center or brick-and-mortar outlet, she expects the processes and policies to be consistent across these channels and for each one to pick up where the other left off.Enormously informed, always-connected, highly expectant — this is the new consumer, aided and abetted by social, mobile, analyt-ics and cloud technologies (or the SMAC Stack™). Whether it’s millennials who have grown up with a smartphone and a social media mindset, or digital immigrants slowly but surely adopting these new behaviors, customers are using the latest technologies to manage their lives, and they expect their business interactions to be no different.New consumer behaviors are impacting all industries, but much can be learned from retail, as this industry has long been focused on customer centricity. Each step of the retail journey — research, shop, transact and post-sale — is now performed in multiple and sometimes simultaneous channels. A shopper who sees a product in a catalog might research it further via the mobile Web, check out the comments on the retailer’s Facebook page and “pin” it, sparking interest among her Pinterest followers. She might head out to the store on her lunch break to see the item in person and check her mobile device for nearby deals and customers’ ratings and reviews.
At home that night, she might chat with a service agent by phone and then complete the transaction online, receiving an e-mail receipt and then tweeting her plan to pick up the item the next day in the store. When she realizes she’d prefer an-other color, she might try to return it at the service desk and order a different color at the in-store kiosk. And if any of these interactions exceeds or falls short of her expectations, she won’t hesitate to let others know — and word spreads quickly on social networks. Clearly, whether in retail, travel/hospitality, financial services, insurance, technology or media/entertainment, forward-facing enterprises need to devise a holistic strategy for engaging with and empowering the new consumer, using social media, Web and mobile tools. Doing so is one of the eight enablers compa-nies need to consider when mapping their journey of reinven-tion for the new world of work, as described in our overview paper, “Making the Shift to the Next-Generation Enterprise.” In this installment, we will look at the many choices and consider-ations businesses must make when forging a customer-centric strategy and choosing the tools, technologies and policies to empower and engage with customers.
Figure 1
Mapping the Enablers to the 3 R’s
Community Interaction
Worker Empowerment
Virtual Collaboration
Customer Empowerment
Commercial Model Flexibility
Value Chain Flexibility
Flexible Service Delivery
RETHINK the Business Model
3 3 3 3 3
REINVENT Business Processes
3 3 3 3 3 3
REWIRE Operations
 3 3 3 3 3 3

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