Tom’s Message – September 2017
For Formula 1 racing fans, the recent Singapore Grand Prix was a reminder that being on the pole, or first in line, doesn’t guarantee anything.
In that exciting race, the first 3 drivers crashed almost immediately—costing millions of dollars in damages, lost revenue and reputations. Even though pole position is critical, every race introduces complex new variables that can’t be planned for. In Formula 1, unpredictable outcomes are a given.
In our industry, predictability is king.
The Origins of SMART
Most of what I learn about this business comes from listening to customers. As businesses become more complex—and all businesses are—so does planning for predictable outcomes. Sometimes the challenge is conceptual or visual: keeping an eye on the big picture while working toward incremental goals. Sometimes it’s deciding which results matter most. Or, it could be finding the fastest route to ROI for the next big initiative.
These gaps prompted us to look at everything that Genesys offers—expertise, best practices, partnerships, technology—and consider how we could bring more predictable business outcomes to our customers. From this, we developed “SMART,” a 5-phased methodology designed for maximum and incremental business benefits—and fast time to value.
How SMART works
The SMART process starts with customers assessing their customer experience maturity level. That’s the starting line for visualizing great experiences and what’s possible. Next, we move into a discovery phase with a journey mapping exercise, then take those findings to design a solution and build an implementation plan—with extensive use of automation.
Use cases are the cornerstone of SMART. Prescriptive in nature and repeatable, each SMART use case offers specific benefits and business outcomes.
Here are a few examples from a Telco customer experience transformation:
- Reduced inbound calls by 1 million by personalizing IVR experiences using customer context
- Increased web conversion from 16% to 25% through proactive callback on the web
- Increased back-office productivity by 15% by distributing complaints automatically, so that customers get help faster
Unpredictable outcomes introduce costly risks. And unlike Formula 1 teams, we have more than one race at stake. At Genesys, we’ve learned from many years of global deployments what works and how predictable outcomes should work. SMART is based on these best practices, supporting your move from random interactions to differentiated customer experiences—with the fastest time to value.
If you haven’t tried it yet, assess your business with our CX Maturity Challenge. It’s a fast and obligation-free way to find out where you are on the maturity continuum for customer experience and what’s possible.