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How One Company Manages Customer Experience
July 8, 2011 at 2:19 pm #134876
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Enjoyed reading David Dentry's thoughts on customer service and how Nikon manages the overall customer experience:
Executive Q&A With David Dentry Of NikonPosted on June 21, 2011 on the RightNow Customer Experience Blog.
This blog was written by Victoria Bough, Vice President, Practice Leader – Customer Experience at Forrester Research, and originally appeared on the Forrester Customer Experience Professionals Blog.
Forrester is hosting its ever-popular Customer Experience Forum in New York later this month, and our amazing speaker lineup includes the multitalented David Dentry, a former professional photographer who is now a customer experience executive at Nikon. In his role as general manager, customer relations, David oversees Nikon’s website, call center, outbound email marketing programs, and CRM system. In advance of his keynote speech, David answered a few questions about how he and his team manage the customer experience at Nikon.
VB: How would you describe the experience that you want Nikon’s customers to have?
DD: At Nikon, our customer experience strategy is actually pretty simple:
- Provide the very best customer experiences across all touchpoints, worldwide.
- Continuously capture high-value market insight.
- Keep costs under control.
We continually strive to ensure customers have a “complete” experience. I want every customer who contacts us to feel like we took the time to help with every question and tried to address every issue that [she] needed help with.
VB: You run both the call centers and websites for Nikon. How possible is it to make the customer experience similar across two such different channels?
DD: The experiences don’t need to be similar, they just need to complement each other. A holistic view of the customer experience lets us offer a great experience no matter which channel the customer is using — traditional phone and email or social and mobile channels. The key is really about integration, centralizing all customer information has given us a gold mine of data. We use it to market, to provide “voice of the customer” data to our development teams, and to quickly identify potential problems.
VB: What are one or two of the most critical activities Nikon performs that enable delivery of a great customer experience?
DD: A centralized customer record is one key to the experience, and another is using customer feedback to continually improve all aspects of the business. It’s easy for organizations to stick with the status quo, but we keep pushing to innovate and add features and link systems together to provide a more complete experience for our customers.
VB: How does Nikon put a business value on customer experience?
Certainly we’re a business and need to look at things from that perspective, but sometimes you have to look past the business value and do what is right. Often if you do what is right, the business stuff follows.
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