The concept of customer-centricity has been transformed during the past decade. Consumers were the first to benefit thanks to the efforts of digital disruptors such as Uber and Amazon, who make sure their customers have all the information they need at their fingertips and can act on it in an instant. Customer data also ensures that these companies have a better understanding of their customers’ requirements and expectations and can deliver real-time value at every touchpoint.
Now it’s the turn of big business to benefit from a similar approach. When done correctly, enterprise-level digital self-service delivers a long list of benefits, not least saving time, effort, and money by stripping out layers of bureaucracy and accelerating service delivery. Here we take a closer look at the four hallmarks of this new breed of customer-centricity, what to look for, and how companies can best leverage the seamless digital experiences it delivers.