Historically, consumer businesses with retail footprints have needed a strong catalyst to initiate change. The most common catalysts for change are new competitors with a superior model, many without prior retail pedigree; changes in consumer behavior; and technological changes—namely, the Internet. And then, once in a generation, you get a fourth type of catalyst for change—severe economic disruption. These are not garden variety economic recessions that become fleeting memories within two or three years. These are severe economic disruptions that have lasting impact on the consumer psyche and behavior and government policies. For businesses, dealing with normal catalysts for change is challenge enough. Dealing with severe economic disruption is akin to sailing through uncharted waters with real sea monsters. The initial reaction for most businesses is the same playbook as with ordinary recessions—rationalize staffing, tighten inventories, close marginal stores. They stay with this formula because it is familiar. Sweeping, transformational changes are reserved for the truly desperate, with creditors calling their notes, and true leaders that are creating the next chapter of industry change. It is in this fascinating point in history that I observe a subtle trend within our own business. Our Live Expert system is a videoconferencing customer relationship management application that allows businesses to use remote advisors to serve customers at retail locations. In addition to the efficiency of a centralized, on-demand service model, the system matches each customer with the most proficient advisor for that customer’s specific need—for face-to-face human interaction, content sharing and transaction processing. Unlike many software businesses, interest in our system has increased as economic conditions have deteriorated. “We have conducted hundreds of exit interviews with customers that have used Tesco Tech Support services through the Live Expert system,” said Rod Brown, managing director of Tesco Tech Support. “So far, 100 percent of respondents have been satisfied with the service and 98 percent said that they would use the service again. The Live Expert system is one of the most impressive applications we have seen in this space, meeting our need to give customers an effective, personal and cost-effective advice service. Both the technology and our customers’ response to it have exceeded our expectations.” Live Expert is not a solution for solving the larger economic challenges that businesses face. But it can be a unique tool for improving the way businesses serve customers across thousands of locations—where knowledgeable advisors have become increasingly rare. We have the privilege of working with leaders like Tesco that are truly pursuing transformation solutions for the next chapter in their lifecycle. History is always more interesting when viewed from the front row. About the author
Chris Sang is the CEO of ClairVista LLC. He can be contacted at csang@clairvista.com. ClairVista develops advanced technology solutions for innovative retail and distribution businesses. ClairVista previously worked with McDonald’s Corp. to develop the Redbox Automated DVD rental business, which has grown to 12,000 self-service DVD rental machines in the United States within four years. To learn more about Live Expert, visit www.clairvista.com. Return to the Accenture Customer Innovation Network Newsletter |