December 03, 2020 - 788 views|
Here are seven considerations for taking full advantage of SaaS technology convergence to provide an exceptional customer experience.
Technology has not only blurred the boundaries of business and IT; it has also elevated customer experience (CX) as the number-one brand differentiator for every business. Technology-backed business processes make it possible for customers to have an exceptional and personalized experience in every interaction, whether with employees, products, websites, marketing messages or social media. And what makes for a superior CX is the ability to apply the rapid convergence of technology.
Technology convergence is nothing new. Essentially, it’s the coming together of different technologies to interoperate efficiently as a single system. Over the decades, unrelated technologies have been unified or integrated to strengthen end-user value, which has ignited innovation and economic growth.
A simple example is smartphones, which combine the functionality of a telephone, a camera, a music player and the web into one device. Today, it’s quite common to see the convergence of artificial intelligence, data, analytics and cloud technologies through software as a service (SaaS) delivery models, resulting in greater end-user value and lower costs.
SaaS, CX and convergence
Two recent examples of this type of technology convergence are the foundational tools offered by Microsoft and ServiceNow.
Microsoft’s motto is to empower every person and every organization on the planet to achieve more. Many of its tools are catalysts for business change and push the boundaries of productivity by enabling more pervasive collaboration, data democratization and analytics-based intelligence into business relationships. They are made possible through the convergence of cloud, software services and the tools’ seamless integration with day-to-day life.
ServiceNow says it endeavors to change the way people work by making service orchestration an enterprise discipline and by placing a service‑oriented lens on the activities, tasks and processes that make up day‑to‑day work life. By doing so, it wants to help modern enterprises operate faster and be more scalable than ever before.
Both Microsoft and ServiceNow embody the technological convergence needed for delivering a superior customer experience that will drive the next generation of growth.
As long as the platform providers maintain the modularity of functionalities so that businesses can choose the best products for their needs, integrate them seamlessly with their native environments and pay as they use them, technology buyers will continue to entertain the ecosystem approach. No longer would organizations need to fuse functionalities together with APIs and custom code to achieve systems interoperability. A few clicks in a configuration table would do the trick.
Using technology convergence to your advantage
Here are some key considerations for technology buyers to take full advantage of the opportunities of technology convergence as a tool for growth:
Every innovation starts with customers at the center. Technology convergence is no exception. Cloud and SaaS models have made it possible for businesses to adopt the best-of-breed IT products and services that contain the elements necessary to solve their business problems without a lot of customization. When platform providers focus on convergence as a means for delivering a superior customer experience, businesses should be prepared to take them up on it. When opportunity meets preparation, success is inevitable.