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Speaking on "The Customer Experience is About Long-Term Competitive Advantage," Convergys' Jean-Herve Jenn discussed how companies must move away from a narrow focus on improving customer satisfaction to a broad vision of a customer service strategy that drives greater value from customer relationships - for the customers and for the business. As president of Convergys' International Business Unit, Jenn is responsible for the company's strategic billing and customer management divisions throughout Europe, the Middle East, Africa, Asia Pacific, and South America. Additionally, he heads Convergys' global consulting services.
According to Jenn, rapid commoditization and brand erosion in highly competitive markets inevitably give way to seeking differentiation through the customer service experience. Customers equate how well they are treated with how well a business values them and their continued patronage. This has driven many businesses to focus their attention on near-term tactical programs and processes to improve customer satisfaction in efforts to improve customer loyalty. While helpful, the expenses deployed often exceeded the gains achieved. As the cost to serve continues to escalate, the irony is that customer satisfaction continues to decline.
Jenn proposes that a broader vision of a customer service strategy must be enabled to meet customer service expectations while also controlling the cost to serve, especially in these tough economic times with companies confronting a reduced capacity to serve with regards to human and investment capital. Jenn's answer is the creation of a customer service strategy based on the interrelationship of four levers: channel, process, experience, and financials. With a relevant mix in place, based on a company's customer segmentation, market conditions, and financials, the company can deliver a customer service strategy that meets their customer expectations along with the needs of their business, while ultimately contributing to their long-term competitive advantage.
Convergys Corp. is a provider of relationship management solutions.
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