Customer experience

Customer experience is how an end user feels about the IT services they receive. It is gauged by largely subjective measures that emerge from customer satisfaction surveys.

At h2index, we think that customer experience is a more objective concept. The customer experience is what actually happens to an end user as they work with their IT systems. We believe that this is a more important idea because IT is, after all, just a set of tools that support employees and businesses in their work. Those tools should be as unobtrusive as possible, supporting – rather than disrupting – end users as they go about their production, research, accounting or marketing jobs.

To make this distinction clear, consider this.

Which of the following is a better customer experience?

Which customer experience scenarios is better?

We believe that the service that disrupts the user the least is the better.

We find that:

  • End User Services (EUS) organisations tend to take an “inside out” view of customer experience, ie, they measure the experience of the EUS operation rather than examining the wider perspective of the IT user. For example, they measure and monitor internal metrics such as average speed-to-answer, abandonment rates and first time fix
  • When they do examine the user’s view of End User Services, they use subjective measures such as customer satisfaction that rarely separate the user’s view of EUS operations from their perspective of the IT tools they use
  • Relatively few EUS organisations consider – let alone measure – the true IT support needs of the user, ie, there is no “outside-in” view
  • The true needs of the end user and the overall business – from a support point of view – is to minimise the disruption time caused by poorly performing IT systems.

The most advanced support organisations work to reduce disruption:

  • They actively pursue demand management, seeking to measure and reduce the amount of incidents created by corporate IT systems
  • They make conscious decisions about tier management, such as where and how incidents are resolved
  • Both demand and tier usage are actively monitored so that they can be managed and optimised.

Our research into how companies can measure and improve real customer experience continues. If you would like to be part of this work, please contact us.