IT 很少领导客户体验项目，但 IT 部门已经知道很多可以真正帮助推动此类项目取得成功的东西。
一目了然
- 客户体验应分解为具体目标。
- 系统集成是创造有效客户体验的关键。
- 易于理解的用户界面对于客户体验项目的成功至关重要。
麦肯锡将客户体验 （CX） 定义为“企业或组织为将客户放在首位、管理他们的旅程并满足他们的需求所做的一切”。
从 IT 的角度来看，这意味着电子商务网站能够完成客户的订单、换货和退货;面对面的零售店也这样做;所有面向客户的渠道（在线、实体等）都相互交叉沟通。客户体验应该意味着这些渠道可以 360 度全方位了解客户所看到的整个客户体验;客户自助服务选项有效;及时准确地回答客户关于产品和订单的问题。
这些面向客户的运营的主要 IT 要素是集成多个系统和渠道;分析和质量数据，可以预测客户将要要求和订购什么;以及有效的业务和系统流程。
几乎没有一个首席信息官不理解这一点，或者不能在董事会中与之交谈。但是，这种概念性理解是否转化为 IT 部门为促进出色的客户体验而执行的工作和项目？
一、IT 的客户体验目标
大多数解决客户体验问题的 IT 项目的最终目标是 按时完成这些项目。成功的衡量标准是及时完成任务。无论是销售、客户服务、独立的零售业务部门还是呼叫中心，用户都要弄清楚客户体验应该如何呈现给客户，并定义业务目标。 数字化转型网（www.szhzxw.cn）
客户体验项目如何被定义和引导的本质将 IT 置于房间的后面，作为任务的执行者，而不是战略领导者。
这不好吗？不一定，考虑到与客户互动的最终业务部门表面上具有与客户打交道的专业知识，并且最了解客户想要什么。然而，随着技术成为客户销售、通知、履行和服务中不可或缺的元素，IT 也带来了独特的专业知识。它在改善客户体验方面非常宝贵，也可以避免灾难。
二、企业想要什么
能够向全球客户不间断、24/7 全天候销售是电子商务的主要驱动力，为客户提供自助服务选项的能力也是如此，这些选项可以降低公司的内部运营成本。分析可以评估单个客户或人口统计的购买习惯，并预测客户接下来想要购买什么，这被认为是有益的。一线聊天和电话机器人可以回答基本的客户问题（例如，“为什么我的订单迟到了？”），也被视为一种运营节省，因为它减少了对人工代理的需求。
其中许多举措，尤其是自助服务，都受到客户的欢迎——也就是说，当他们工作时。问题在于，其中许多操作并不总是有效。
三、将客户体验提升到一个新的水平
有多少次，您在电话中从一个座席转移到另一个座席（或从一个机器人转移到另一个机器人），并被要求重复您在最初开始通话时已经提供的帐号？或者您点击了一个网站功能，却发现该网站的那个区域仍在建设中？ 数字化转型网（www.szhzxw.cn）
作为消费者，我们大多数人都遇到过这些问题，而这两个领域都是 IT 可以提供帮助的领域。
方法如下：
1. 系统集成
当系统成功集成时，数据可以在它们之间传递。而且，当数据质量很高时，接触客户体验流程链中任何系统的每个人都会看到相同的数据。
公司渴望这种程度的整合，但大多数公司都没有。这就是为什么呼叫中心代表和自动助理要求您在每个后续步骤中重复您的帐号的原因。公司选择将其归类为独立业务实体的在线和实体商店拥有单独的在线和实体网站系统，无法交叉通信。因此，客户会感到沮丧。
IT 部门可以通过执行整体系统和数据集成来解决这个问题，或者至少可以提出这些活动应该包含在客户体验项目中的问题。
2. 用户界面
当自助服务网站令人困惑且难以浏览，或者网站的某些部分不完整时，客户会变得气馁并放弃它们。
IT 可以做两件事来改善在线用户体验： 数字化转型网（www.szhzxw.cn）
它可以倡导由不精通技术的用户客户进行质量保证 （QA） 可用性测试，以了解网站的导航和理解程度;它可以倡导网站不要在仍在“建设中”的部分上线。
如果网站必须快速进入市场，则可以稍后添加网站中需要更长时间才能开发的区域及其导航。不应有“正在建设中”的标志。
四、总结 备注
首席信息官们明白，IT 很少是客户体验项目的主导者。他们还知道，IT 部门对系统甚至业务流程如何工作的固有知识可以大大有助于确保插入客户体验的技术发挥作用。
这就是为什么首席信息官（及其 IT 团队）在客户体验项目中可以承担的最重要的业务领导角色之一是通过系统和数据的有效集成来强调最佳的客户参与度，并倡导非技术客户用户对电子商务网站进行全面的 QA，以确保在网站上线之前客户易于使用。
这并不意味着 IT 部门提出的每条建议都会被接受，但至少这些建议是存在的，并且很可能在流程未按计划工作时被遵循。 数字化转型网（www.szhzxw.cn）
英文原文：
Customer Experience Is King, but CIOs Could Do More to Help
IT rarely leads customer experience projects, but there is so much IT already knows that can really help drive success with such projects.
At a Glance
- Customer experience should be broken down into specific goals.
- System integration is key to creating an effective customer experience.
- An easy-to-understand user interface is imperative for customer experience project success.
McKinsey defines customer experience (CX) as encapsulating “everything a business or an organization does to put customers first, managing their journeys and serving their needs.”
From an IT perspective, this means that e-commerce sites capably fulfill customer orders, exchanges and returns; in-person retail outlets do the same; and all customer-facing channels (online, brick and mortar, etc.) cross-communicate with each other. CX should mean those channels provide a 360-degree view of the entire customer experience as the customer sees it; customer self-service options work; and customer questions about products and orders are promptly and accurately answered.
The principal IT ingredients for these customer-facing operations are integration of multiple systems and channels; analytics and quality data that can predict what customers are going to ask for and order; and effective business and system process flows.
There is virtually no CIO who doesn’t understand this or who can’t speak to it in a boardroom. But does this conceptual understanding translate to the work and projects IT performs in order to facilitate an excellent customer experience? 数字化转型网（www.szhzxw.cn）
1. IT’s Customer Experience Goals
The end goal for most IT projects addressing the customer experience is to get these projects out the door on time. Success is measured by the timely completion of tasks. And it is left to the user — whether it be sales, customer service, a standalone retail business unit, or a call center — to figure out how the customer experience should present itself to the customer, and to define the business goals.
The very nature of how customer experience projects get defined and shepherded places IT at the back of the room, as an executor of tasks but not as a strategic leader.
Is this bad? Not necessarily, considering that the end business units interacting with the customer ostensibly have expertise in dealing with customers, and are in the best position to know what customers want. However, as technology becomes a more integral element of the selling, informing, fulfillment and servicing of customers, there also is unique expertise that IT brings to the table. It can be invaluable in improving the customer experience, and that can also avert disaster.
2. What the Business Wants
Being able to sell non-stop, 24/7 to worldwide customers is a major driver of e-commerce, as is the ability to provide customers with self-service options that can reduce internal operational costs for companies. Analytics, which can assess an individual customer or demographic buying habits and anticipate what customers will want to buy next are seen as beneficial. A front line of chat and phone robots that can answer basic customer questions (e.g., ‘Why is my order running late?’) is also seen as an operational savings because it reduces the need for human agents.
Many of these initiatives, especially self-service, are well received by customers — that is, when they work. The problem is that many of these operations don’t always work.
3. Take CX to the Next Level
How many times have you been moved from one agent to another (or one robot to another) on a phone call, and asked to repeat your account number, which you already gave when you initially started the call? Or you clicked on a website feature, only to find that that area of the site was still under construction?
As consumers most of us have experienced these issues, and both are areas where IT can help.
Here’s how:
(1) System Integration
When systems are successfully integrated, data can be passed between them. And, when the data is of high quality, everyone touching any system in the customer experience process chain will see the same data.
Companies aspire to this degree of integration, but most don’t have it. This is why call center representatives and automated attendants ask you to repeat your account number in every successive step. Online and in-person stores whose companies have opted to classify them as separate business entities have separate systems for online and brick and mortar sites that can’t cross-communicate. So, customers get frustrated. 数字化转型网（www.szhzxw.cn）
IT can remedy this by performing total system and data integrations, or it can at least raise the issue that these activities should be included in customer experience projects.
(2)The User Interface
When self-service websites are confusing and difficult to navigate, or portions of sites are incomplete, customers become discouraged and abandon them.
IT can do two things to improve the online user experience:
It can advocate for a quality assurance (QA) usability test by non-technically savvy user-customers to see how intuitively a site can be navigated and understood; and it can advocate that sites don’t go live with sections still “under construction.”
In cases where it is imperative for a website to get to market quickly, areas of the site that will take longer to develop can be added later, along with their navigation. There should be no “under construction” signs. 数字化转型网（www.szhzxw.cn）
4. Summary Remarks
CIOs understand that IT is seldom the lead on customer experience projects. They also know that IT’s inherent knowledge of how systems and even business processes work can go a long way in ensuring that the technology being inserted into the customer experience works.
This is why one of the foremost business leadership roles CIOs (and their IT teams) can take in customer experience projects is by emphasizing optimal customer engagement through the effective integration of systems and data, and advocating for a full QA of e-commerce sites by non-technical customer-users to ensure that customer ease of use is there before sites go live.
本文由数字化转型网（www.szhzxw.cn）转载而成，来源于INFORMATIONWEEK.COM；编辑/翻译：数字化转型网宁檬树。
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