Linking Data + Knowledge Together to Eliminate Disjointed Customer Experiences

Speakers: Bit Rambusch, SVP Service and Solution Delivery, North America, and Karthik Raman, Workforce Innovation Leader, Services & Solutions, Philips

Linking Data + Knowledge to Eliminate Disjointed Customer Experiences

In today’s fast-paced world, where customers expect seamless and intuitive experiences, the integration of data and knowledge has never been more critical. At a recent discussion led by Bit Rambusch, SVP Service and Solution Delivery at Philips, and Karthik Raman, Workforce Innovation Leader at Philips Services & Solutions, key strategies for linking data and knowledge to enhance customer experience were explored. Here’s a breakdown of their insights and actionable takeaways for achieving a more cohesive customer experience journey.

Understanding the Core of Customer Expectations

The ultimate goal for any service-oriented organization is to provide an accessible, intuitive, and seamless experience for their customers. Customers expect to receive the right information at the right time and in a format that suits their needs—be it audio, video, text, or PDFs. This expectation stems from the instant gratification culture fostered by platforms like Google and Amazon. Thus, delivering this level of efficiency requires more than just having data; it requires making that data meaningful and accessible in context. This is where a customer experience strategy becomes essential to delivering on these customer expectations.

The Importance of Data Integration

Data is a common thread that runs through various touchpoints in the customer experience journey. From MRI machines to patient monitors and diagnostic systems, the challenge lies in data integration challenges across different systems and making it useful. It’s not just about having the data but ensuring it is presented in a way that is understandable and actionable. This integration is crucial for providing both employees and customers with the insights they need to make informed decisions and deliver optimal outcomes. The benefits of data integration can be seen in more efficient service delivery, reduced costs, and a better overall customer service experience.

Employee Journey: A Key to Customer Experience

The journey of employees, particularly those in clinical and technical support roles, is as critical as the customer experience journey. At Philips, there’s a concerted effort to redefine the role of field service team members to make their work more engaging and impactful. This involves addressing the field service management challenges they face, such as outdated information systems and incomplete data, which can burden their ability to deliver high-quality service.

Philips has adopted a new approach by integrating employee journey mapping into their product and service launches. This ensures that support and field service teams are adequately prepared to interact with customers effectively. Understanding the employee journey helps in creating a customer experience that aligns with the desired outcomes.

From Reactive to Proactive Service

One of the significant shifts in service management is moving from reactive to proactive support. This involves anticipating issues before they arise and addressing them in advance. For example, in critical scenarios like a CT scanner malfunction in an emergency department, proactive maintenance and predictive analytics can prevent service disruptions and ensure that critical care is not compromised. This reactive to proactive approach is key to improving the overall service quality and customer experience improvement.

Leveraging AI and Machine Learning

Artificial Intelligence (AI) and Machine Learning (ML) play a pivotal role in managing and interpreting vast amounts of data. By structuring data effectively and utilizing AI and machine learning, organizations can gain valuable insights that drive actions and ultimately lead to better customer experience and outcomes. Ensuring that data is contextualized for different personas—such as physicians, nurses, or technical support engineers—is essential for deriving actionable insights.

Framework for Success: DSM Approach

Philips advocates for a framework they call DSM—Delight, Serviceability, and Margin-enhancing. This approach focuses on:

• Delight: Building delightful journeys into products and services from the R&D phase, ensuring that internal and external customers have a positive experience.
• Serviceability: Integrating serviceability into the product design to streamline installation, training, and support.
• Margin-enhancing: Ensuring that investments in product development translate into profitability and operational efficiency.

The Path Forward

To effectively link data and knowledge for an enhanced customer experience, organizations must invest in their data infrastructure, have a clear vision and strategy, and establish design tenets that guide their transformation efforts. It’s also crucial to continuously gather feedback and improve customer experience based on real-world insights. Companies must focus on aligning their field service team and operational processes with the customer experience journey map to drive consistent, high-quality outcomes across all touchpoints. By focusing on these areas, companies can not only meet but exceed customer expectations, driving greater satisfaction and loyalty. The journey towards an integrated, seamless customer experience improvement is ongoing, but with the right strategies and frameworks in place, organizations can navigate this path successfully.

For those interested in diving deeper into these strategies, Philips’ approach offers valuable lessons on aligning data, knowledge, and service to create an unparalleled customer experience journey.