Software as a Service helps reinvent customer experiences
But you need to plan for the change
Smart mobility raises the bar
Ride sharing companies like Uber and its competitors have taught us that we never have to wait when we want to go from point A to point B. In tourism, Airbnb has shown us we don’t have to pay five-star prices for five-star experiences.
Established brands are also transforming their service models to give consumers greater control over their experiences. Domino's has digitised its entire service model in a manner that clearly aligns with the contemporary 'as a service' theme of business.
Smart mobility has raised the bar even further. If your customers are mobile, their expectations have been shaped by the fierce and endless competition for attention and utility amongst the millions of apps available.
A recent study by IRBS into enterprise software preferences in Australia and New Zealand noted that “customer service and field operations have surged ahead in terms of decision-making power for enterprise applications — even surpassing marketing.”
The report says this is partly explained by the desire to provide new customer service experiences as quickly as possible. As new digital delivery channels become available — such as cloud-based services — these groups are keen to grab the opportunity to innovate.
However, while SaaS can help companies deliver significant improvements in services to their customers, managers need to understand that the shift can require major changes in the way they work.
In fact, the report warns that change management is complicated with the adoption of modern customer-facing or social-facing enterprise solutions. That is because these systems not only streamline manual processes — they allow for innovations in service delivery and business processes.
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