MAIN INSIGHT 15
Dr. Rehab Alnemr
DIGITAL TRANSFORMATION DIRECTOR,
CLIENT INNOVATION TEAM
How should B2B companies think about customer experience in a digital-first world?
During the pandemic, everything became digital, even services that everyone thought would never be digital. As a result, people became more digitally savvy, leading to companies realising that the old ways of interacting have changed. Now, the companies that deliver both the best human experience and the best digital experience, will win over potential customers. It's not about bringing more customer service reps to handle the work or just having more digital channels, it's about delivering the best combined experience. When you design your customer experience journey, you must keep in mind the human factor in respect to their needs–that's why they call it human-centred design. The key is facilitating a seamless digital journey that cuts through as many manual tasks as possible and isn’t repetitive. If you really consider customer needs, you will naturally be delivering a better experience.
Part of Pega's offer is an omnichannel platform that we believe gives the customer this seamless experience. For example, customers can start on chat and then speak to a customer service agent who will have access to the chat history, customer profile and previous issues. The agent has guidance on their next-best action. It may seem small but the ease of information makes a difference. We’re also taking into consideration the experience of the agent in this case and by making their job easier, they are able to provide a better service to the customer.
What role does empathy play in B2B marketing?
Good marketing goes beyond simply knowing the market trends. It involves knowing how your organisation best fits into a customer’s life and connecting your company ethos and values to their needs. You need to provide a customised customer journey from the moment they interact with your marketing materials. If you use generic marketing campaigns and deliver generic customer service, you will simply lose the interest of your potential customers. Our main technique at Pega comes from a design thinking and human centered design mindset that involves listening to the customer and empathising with their needs. The marketing team partners with different people within the organisation to better understand the customer experience as a whole.
We also work with our client’s marketing teams to help them create the best marketing strategies for their own customers. Based on the market needs we change the way we offer a campaign. It’s about delivering the right offer, at the right time, to the right audience.
Our main technique at Pega comes from a design thinking and human centered design mindset that involves listening to the customer and empathising with their needs.
We make sure these solutions are technically feasible, financially viable, but most importantly, desirable from the human perspective.
Where can innovation become a differentiating factor in the increasingly competitive software services market?
In our Client Innovation team, we deal with every client as if they were our biggest clients. We adopt a design thinking approach from the very beginning through our catalyst and business value programs. In the catalyst program, we engage with the customer to define and frame their problems, so that we can then create a customised solution and give them a digital transformation roadmap to follow–taking into account the B2B2C impact. Our business value consultants analyse the business value of solving these problems and quantify the impact on the client’s business.
We make sure these solutions are technically feasible, financially viable, but most importantly, desirable from the human perspective. We believe that this is our recipe for success and our main differentiating factor. We’re not just another software vendor. We’re a partner to our customers.
Pega delivers innovative software solutions that crush business complexity. From personalising engagement to automating service to streamlining operations, Pega clients are able to make better decisions and get more work done with real-time AI and intelligent automation. Since 1983, Pega has built scalable architecture and low-code platforms to help customers adapt to change.
