The Future of Customer Experience and Customer Service by Blackberry

1553 Words Oct 10th, 2012 7 Pages
Brief of the case study:
The Future of Customer Experience And Customer Service By BlackBerry

http://www.youtube.com/watch?v=6TQtrXyeIhY&feature=share
I have chosen a video released by BlackBerry recently, as my case study for this assignment.
This case study makes us aware of the potential future of customer experience management with the advances in technology.

Customer experience (CX) is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. It can also be used to mean an individual experience over one transaction; the distinction is usually clear
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There are hundreds of examples, with more coming every day.

The point is these increasing levels of digitally driven personalization allow customers to choose what they consume, from whom, and how they interact with and consume it. These digital experiences are training smart customers to expect everything, from every company–product, services, experiences, and more–to be customized in a similar manner. When it comes to innovative customer experience, this all leads to one word: personalization.

‘One Size Fits All’ Simply Doesn’t Fly Anymore. And It Doesn’t Have To. No company can afford to or needs to deliver a fully customized “ideal experience” to each individual customer across the range of digital, human, and static touchpoints and interactions.
The fact is, some customers are simply worth more than others, and it takes a great deal of intelligence for companies to figure out what the “right” experiences are for any given group of customers, much less how to personalize them.
The good news is, “smart touchpoints” and the data they can produce, combined with the ability to analyze the digital breadcrumbs and data that surrounds almost every customer, means that any firm of any size has the tools for intelligent personalization at hand.

Starting with what can be the biggest step, a firm needs to be willing to adjust its offerings to the needs of individual customers based on an understanding of what those individual
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