| | NOVEMBER 20208CIOReviewIN MY OPINIONBy Christian Moore, SVP, IT Service Mgmt., Texas Capital Bank [NASDAQ: TCBI]ITSM: THE DIGITAL CUSTOMER EXPERIENCETechnology has a wider spread impact in daily living than any other industry. At some level, every person is a consumer, expert and dependent in and on the technology that enables their lives. Throughout the day consumers use, manipulate and challenge technology to bend to their will to meet their needs in the moment.As consumers we expect good and expedient customer service in every aspect of our lives. As technology emerges, this expectation is driven to higher levels. This evolution is not new; drive thru windows, 15-minute oil changes, ATM machines, society wants what it wants ­ NOW. An area that has adapted is the experience expectation, not only are the needs of the customer met, did the customer leave the engagement feeling positive about the company, the product or service? Meeting the needs of the customer is expected, the experience is the differentiator. With this evolution, the customer expectation has migrated internally to the work place. Why would that expectation be any different on the job? It's not. New customers can create a savings account in five minutes (Bask Bank), earning miles along the way. Amazon can deliver an order in the same day. We can order, pay and have groceries delivered from our phones. Why is the technology department unable to grant access/fulfill a request/resolve an incident until...?Through the building of Customer Engagement, establishing multiple Channels of Engagement and leveraging Automation, the ability for ITSM to deliver a Digital Customer Experience is achievable. Customer EngagementIT Service Management must establish relationships above and beyond that of the end user. Understanding the roles that each area of the organization provides to support the purpose of the business are key in providing real time, end to end support. Support teams should not only understand the technology being used but how it is being used to support specific functions and lines of business. This is achieved through routine engagement, identification of trends and adaptation to a changing landscape. This cannot be achieved through the standard service desk mindset: ticket logging and resolution. This engagement is critical in driving the value add of ITSM to the business which in turn delivers to the customer.Channels of EngagementAs we expect service providers in our personal lives, we must adapt to the internal community that we support. Provide channels of engagement that meet and exceed the needs of your customer. Chat, service portals, kiosks, roaming technicians,
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