The changing face of digital customer experience

According to Gartner, renovating the customer experience is a digital priority, with half of all consumer goods and product investments directed to improving this. In a recent round-table event I attended with some of the largest global Systems Integrators, customer experience and engagement was considered to be a major factor affecting their ability to be successful in winning new business from what is perhaps perceived to be a more traditional base. The standard that has been set by the consumer tech sector has been adopted by business, and is becoming de facto. Millennials expect nothing less, and the grey generation are now owners of smartphones.

So how has the IT Service Management sector, for many years focused on the processing of tickets in ever more efficient ways, reacted to this challenge?

Standardisation of processes

ITIL (Information Technology Infrastructure Library) has redefined the way business and IT interact. It is commonly accepted that out-of-the-box, non-customised modular applications are the best way to ensure the future state of IT. ITIL has provided a best practice framework to allow both business and vendors to develop technology on standardised processes. This enables the provision of modular services, easy to supply and easy to consume.

Product innovation – moving away from the core to the edge

Investment in core technology, for example the ARS engine that sits underneath BMC Remedy continues, but R&D budgets within vendors are increasingly focused on the consumer interface. For example, the formless interface, contextual searching, AI Chat, native mobility, and shopping carts (akin to Amazon, Wiggle and others) are now offered. This has many direct and indirect benefits; greater adoption of more efficiently delivered services (shift left), support for a mobile workforce, a more contemporary experience, but also an influence on attracting the best talent.

Aggregation of services

A major frontier in service management; the ability to provide, via a single interface, bundled catalogue items from different vendors depicted by a single icon is a major benefit. Imagine multiple services delivered straight to the customer’s door, under one wrapper, costed and visible through the entire process. Underpinned by entitlements based on role or responsibility, and a workflow engine to automate in parallel or sequentially (as required) approval and provisioning vastly improves customer experience, but also significantly cuts the costs of complex business processes (e.g. Joiners-Movers-Leavers process).

The ability to aggregate microservices allows the pace of change to remain incredibly high. One of the world’s largest gaming companies plans to release in excess of 300 apps this year, consumed via a single interface.

IT Service Management consultancies like Fusion generate IP that unlocks the power of the tooling

Whilst there is no doubt that vendors have moved products forward, the key to unlocking an improvement in customer experience comes from IP built from a deep understanding of the way businesses use people, process as well as technology. Fusion has the knowledge to take service ticket data, analyse and provide (using the customers own data) the areas that provide the best ROI. Our IP is built on successful deployments into the largest secure sector, media, telcos, financial services and public sector organisations.


Sunil Duggal

UK Sales and Marketing Director


If you want to discuss how Fusion can change the way your customers experience IT, contact Sunil Duggal.

By Daniel Swann