Digital Transformation, Customer Experience, and GDPR – Notes from our European Research Advisory Board

By October 13, 2017 Perspective No Comments

We were extremely pleased to launch our European Research Advisory Board earlier this year. Our members include leaders from organizations such as BioTek, Canon, Fujitsu, Konica Minolta, Leica Microsystems, LiuGong Europe, Honeywell, IMAX Corporation, Ortho-Clinical Diagnostics, Schneider Electric, and Vitec.

On Oct 5 2017, we hosted our quarterly conversation with several board leaders and the following topics were top of mind.

Global Consistency

Large, global organizations are always looking for that fine balance between global governance and local execution. This is vital in ensuring that best practices are shared across geographies while local requirements and needs are prioritized. With multiple language and cultural preferences in compact geographic area (not accounting for Russia), Europe presents a standardization problem for many organizations operating across the region. Yet, there is an increasing focus from organizations to standardize primarily focusing on product portfolio, product pricing, and contractual commitments across the region.

Digital Transformation

While investments continue to be made in the development of connected products and services, organizations are heavily reviewing what can be done with the aid of connected data. Internally, the focus continues to remain on using connectivity to develop predictive and responsive service models, but we see more organizations looking to build new products and services on the foundation of connected assets. Externally the focus remains on using connection to enhance the customer experience delivered to all levels of service customers, with the intent of driving long-term customer commitment.

Customer Experience

Our 2017 leadership and strategy research indicates a greater focus on customer experience from organizations that have traditionally been very operationally-oriented. For most of the organizations on our European Advisory Board, customer-centricity is a key component of their 2017 and 2018 business strategies. The desire now is to convert strategy into action and to measurably enhance customer journeys and overall experience. Immediate or short-term customer experience actions are focused on:

  • Understanding and meeting customer needs (both expressed and unexpressed)
  • Improving ease and effort of interaction, primarily via online services or self-support.
  • Establishing a focus on consistency of experience, from front-line to back office to self-service.

GDPR on The Mind

Our conversation also delved into the upcoming enforcement of General Data Protection Regulation (GDPR and its counterpart the Data Protection Bill in the UK) in the EU on May 25, 2018 and the impact of that on overall businesses. Service leaders on our Advisory Board had varying levels of involvement in GDPR preparations but noted that the impact could be significant. Responses were mostly focused on:

Data Privacy Audits are Necessary

For those organizations with a large portfolio of service interactions, it is vital to perform business process audits (kick the tires) to determine which areas of security, data management, and privacy need to be strengthened. In some instances, the use of cloud-based software tools raised the question of where customer data is/would be
stored to ensure appropriate attention to the new regulations.

Initiatives are Led by HR and IT, but Service Does Touch the Customer

At most organizations, GDPR preparation paths were being led by IT (security, governance, data management) and HR (training, documentation). Yet, there was wide recognition of the role that service plays in accessing, storing, and updating customer data, and the potential liability assigned to poor customer data management.

Front-Line Agents Must Pay Attention to Process

As part of current (or planned) audits, there was a desire from leaders to ensure that front-line service professionals, especially field service agents, were trained and updated on the importance of securing customer data and in taking the necessary steps to ensure that customer data was protected and secure.

Compliance Already in Place

Many organizations indicated that their internal data security and privacy standards already met or surpassed those mandated by GDPR and that this initiative was more of a refresher to ensure attention and compliance across the organization.

At the end of November, we’ll get to spend some more time with our Advisory Board and will dive into topics around artificial intelligence, 3D printing, and 2018 business growth. If interested in joining our European Research Advisory Board, please contact:

Aly Pinder, Jr.
Director of Research
E: ap@servicecouncil.com

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