Page 302 - The Design Thinking Playbook

KEY LEARNINGS
New technologies used for next-level

service experience

• Use data, such as crowd-based data, for a better differentiation in the customer interaction.
• Think in customer experience chains and ensure that, in a multichannel strategy, the customer gets the best
experience on every channel.
• Pay particular attention to the switch between channels and design such switches carefully so as to make the
interaction as simple as possible for the customer.
• Use technologies such as artificial intelligence (AI) to realize next-level service experience.
• Create an affordable, very personalized, high-quality service experience for a great number of groups (sweet
spot).
• Only rely on people in the interaction with customers when specialized, nonroutine, and emotionally demand-
ing tasks must be performed.
• Use Social CRM to collect customer data in social media. Optimize with the data the service channels and act
proactively and according to needs.
• Determine a digitization champion in the company. This can be a tech-savvy Marketing or Digitization Manag-
er, who is an innovator and relies on the use of big data analyses in real time (with the help of AI), on pattern
recognition, and prediction.
• Get the right skills and T-shaped employees into the company, who, for one, understand a technology and,
secondly, can act and be innovative in ecosystems.

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