Are you ready to innovate legacy? The hurdles businesses face and the drivers that bring change and innovation
In our latest Paragon Sounds Podcast, we talk to Scott Draeger, VP Customer Transformation for Quadient (US), about the innovation of “legacy” and how organisations can approach the modernisation of their current customer communication management (CCM) platforms.
UK industry, in recent years, has experienced many notable shifts in consumer behaviours – from the growing penchant for digital technologies and online channels, to remote working practices and evolving customer journeys. The sheer pace of change required to meet these evolving demands, however, means countless businesses have been slow to react to change due to the fear of cost over risk, meaning they have now possibly damaged their customer experience (CX).
The global pandemic has only served to accelerate the requirement for enterprises – even those most entrenched in more traditional “legacy” service models – to advance many aspects of their business operations; perhaps most notably the CX they deliver for consumers.
CX leaders, however, now have a unique opportunity to position themselves at the forefront of the longer-term transitions in consumer behaviour. We asked Scott Draeger what drivers and hurdles today’s organisations face when it comes to change and innovation.
When it comes to driving change and innovation, regardless of the organisation in question, the greatest hurdles faced are generally internal. Departmental siloes, especially, can result in disparate budgets for sales and marketing and operations; with customer communications often falling into both categories but not paid for by both.
The result is often a positive onboarding experience for customers that is driven by a ‘big budget’ sales and marketing project – approved at board level – but a steady decline in CX quality as customers are then passed through to the operations team. This is due to the operations team not having the budgetary support to enable the same level of consistency in communications throughout the entire customer lifecycle.
Time is of the essence
Possibly the most prominent challenge for businesses has been the rapid pace of change required. While enterprises have for a long period had the luxury of time to deploy major changes across their businesses to meet evolving customer expectations, this has certainly not been the case in recent times.
Changes that would ordinarily have played out over the course of months, or even years, have happened almost immediately, forcing businesses to adapt, pivot and change strategies at a speed they are not accustomed to.
For those organisations with “legacy” systems and processes, this has only served to expose the cracks in their operations. Enterprise systems that have been managed in-house, in particular, over the years have grown into increasingly complex and convoluted systems. This means current customer communications management (CCM) delivery models are typically not suited to accommodate swift and widespread changes across all of the communication channels in modern customer journeys.
Overwhelmed by the swathe of changes required across all marketing channels, business leaders have often been guilty of taking a singular approach to change and innovation.
Most commonly, significant improvements have been made to CX on digital channels such as web, social and mobile – largely due to their perceived importance in the ‘new normal’ and their ease of modification. Unfortunately this is often done at the expense of equally critical communications, such as print.
By failing to adequately understand their individualised customer journeys, businesses run the very real risk of neglecting communication channels that form crucial touchpoints for their clients.