Chatting to a few colleagues over coffee, we all agreed that the next competitive battleground for customers’ hearts and minds is going to be around customer experience.

Because of the internet and advances in product development processes, companies have become less able to differentiate themselves over the long term with unique products and access to specialised supply chains.

So in the future, business success will be largely defined by the customer’s overall satisfaction with the experience they receive, which will in turn influence their long-term loyalty.

One thing that does occur to me is who will define what that customer experience should look like? Traditionally this has been carried out by the contact centre management teams themselves, blending technology, process and agent skills to create unique services in line with their business strategies.

However, according to a recent report by Accenture, increases in customer service expectations continue to outpace efforts made by companies to improve service.

Maybe we need a change of approach.

The marketing gurus tell us that we are moving from an age of prescription to an age of engagement, where the customer will want to have a greater influence in the way their overall relationship with a business is managed. Perhaps the time has come for businesses to think seriously about how the customer can be engaged directly in helping to define the type of experience that works best for them.

I think it’s a good idea to start this process in the area of proactive customer service. Many organisations are now looking at providing real-time communication whenever an event occurs that might affect overall customer satisfaction.

Here’s an example. A customer writes a cheque that puts them into overdraft. The bank’s software applications sense this event and initiate an outbound call to alert the customer. It also connects them to an agent who can transfer money from a savings account to cover the overdraft. Other examples include insurance renewal alerts, flight delays, fraud prevention—the list is endless.

By allowing customers to select their preferred event notifications and communication channels, organisations can enable a true customer-generated service experience.

A pipe dream? Maybe, but give it some thought when you have a free hour or so the next time you’re delayed at the airport.