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Can you imagine any World Cup audience getting up and walking out 10 minutes into a match? Of course not! Professional soccer fans are hardcore, and attending the world championship is the ultimate “touch” from FIFA (Fédération Internationale de Football Association).
Attendance at the 2014 World Cup in Brazil is an obvious customer-satisfaction measure for FIFA , as is attendance at preceding games and spending on team merchandise. In business-to-business relationships, customer satisfaction isn’t as obvious, and dissatisfaction can brew undetected until there’s a crisis, such as a decision not to renew a contract.
Two assets can provide IT services providers (ITSPs) ongoing insight into what customers want and how well they are meeting those expectations.
#1 - Customer-Driven Culture and Strategy
Technology research and consulting company Forrester said that in 2010, we entered the Age of the Customer where “empowered customers demand a new level of customer obsession.”
For ITSPs, this means that they need to put customers at the center of everything they do. Good User Experience (UX) is no longer a “nice to have” offering; it is a “must have” expectation, according to Forrester. This is a huge culture change, and each ITSP will have a unique experience transitioning, but some common gaps they might identify could include:
#2 - Technology to automate a perpetual customer-feedback loop
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