15/07/24

Imagine the customer service of a technology company that makes you feel like you’re being welcomed at the world’s most exclusive restaurant from the very first contact. This is the essence of customer experience, an approach revolutionizing various sectors, particularly data centers.

With the evolution of applications that shape IT operations, the demand for highly efficient and reliable data center services is rapidly increasing. In this scenario, providing an exceptional customer journey is as crucial as the quality of service to ensure satisfaction, fostering long-term relationships and contract loyalty.

Indeed, expectations are higher than ever, and meeting them requires a combination of robust infrastructure, advanced technical support, and a proactive and personalized approach.

The data center market advances, driven by the progressive adoption of technologies like cloud computing, IoT, and artificial intelligence, have placed significant pressure on service providers to innovate and constantly exceed client expectations.

One emerging approach in this scenario is the concept of “unreasonable hospitality,” which advocates for going beyond mere customer satisfaction to create memorable experiences.

Want to learn more about this philosophy and understand how translating it to the ‘kitchen’ of data centers can establish more substantial and lasting connections? Read on:

What is Customer Experience, and How Does it Apply to the Data Center Market?

According to a definition by the consulting firm McKinsey, customer experience (CX) refers to everything an organization does to provide superior experiences, value, and growth to customers. Essentially, it is a set of perceptions and impressions a consumer has about an organization after interacting with it.

In the context of data centers, CX encompasses all stages of the customer journey, from the moment they learn about the company, browse its website and social media, interact with the sales team, and finalize a contract to post-sale support.

Unlike customer service, which focuses only on interactions during the purchase process, customer experience covers the entire interaction process, building a comprehensive and lasting brand image. For IT professionals, an exceptional CX means quality infrastructure, efficient technical support, and personalized services that meet users’ specific needs.

According to a PWC survey, 86% of buyers are willing to pay more for a great customer experience. This means that the better the service and interactions with the brand’s touchpoints, the higher the price that can be charged for the item being sold. For example, the consulting firm highlights the willingness to pay up to 13% for luxury and indulgence services when an excellent customer experience is provided.

Indeed, this can be the differentiating factor influencing strategic decisions, such as choosing a service provider or contract renewal. Case studies show that companies that invest in customer experience reap tangible benefits, such as higher customer retention and increased revenue, as well as intangible benefits, such as a strengthened reputation and a significant competitive advantage.

Thus, offering a superior customer experience not only attracts new contracts but also retains existing ones, consolidating the company’s market position and ensuring its long-term sustainability.

How to Provide an Efficient Customer Journey

In the context of CX, the customer journey comprises a series of steps—starting with brand recognition, even before the individual becomes a contractor—that lead to purchase and eventual loyalty. In practice, organizations use the customer journey to understand their users’ experiences better, aiming to optimize this relationship at every touchpoint.

For data center companies, a compelling customer experience begins with rapid, close, and high-quality service and extends through continuous technical support and seamless service delivery.

For example, a prompt and precise response demonstrates commitment and attention to detail when a user requests or expresses a need. This approach not only motivates the team to resolve issues proactively but also conveys to the customer that their opinion is valued, resulting in a more satisfying experience. In turn, this reinforces their loyalty.

Additionally, providing an efficient customer experience requires constant and thorough data analysis. Understanding preferences, needs, and behaviours through collected data allows brands to personalize their solutions and anticipate demands. In a competitive market with abundant choices, meeting and exceeding customer expectations becomes a crucial differentiator.

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Unreasonable Hospitality: The Secret to Customer Loyalty

Unreasonable hospitality is a concept that advocates going beyond simply satisfying customers by focusing on creating memorable experiences that leave a lasting impression.

Introduced by renowned restaurateur Will Guidara in his bestselling book Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect, this concept transforms ordinary interactions into extraordinary moments, cultivating strong loyalty and encouraging positive recommendations.

Translating this to the ‘kitchen’ of data centers, where trust and efficiency are fundamental, Guidara’s basic principles of unreasonable hospitality suggest the importance of understanding customer needs and exceeding them unexpectedly. It can involve anticipating problems, offering personalized solutions, or going the extra mile to ensure project success.

Practical examples of exceeding expectations include establishing dedicated communication channels for immediate feedback and customizing services based on individual user preferences.

Thus, a data center can implement a system that tracks the history of customer interactions and uses this data to offer proactive solutions before the problem is even reported. Additionally, providing personalized guided tours of the facilities and detailed performance reports can demonstrate care and attention that surprises contractors.

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Implementing Unreasonable Hospitality in Data Centers: Strategies and Certifications

Applying the concept of unreasonable hospitality to IT operations requires innovative strategies and adherence to best certification practices. Adapting its principles to daily operations is essential, using advanced tools and specific practices that ensure unparalleled delivery.

Strategies to integrate the principles of unreasonable hospitality into data center routines include developing protocols focused on problem detection and prevention, rapid fault resolution and latency mitigation, investing in disaster recovery, and offering customized responses for each project.

Customer Experience and Excellence in Service Delivery

Investing in customer experience and ensuring quality service delivery is vital to maintaining a long-lasting relationship. Effective work models must be adopted to achieve it, and relevant certifications must be obtained across the global market, attesting to the provider’s excellence.

In this regard, certifications such as ISO 9001 and ISO 27001 play a crucial role in defining quality and security standards that generate customer trust, helping to build credibility and ensure that internal processes follow the best industry practices:

• ISO 9001: establishes criteria for a quality management system based on customer focus, top management involvement, process approach, and continuous improvement. ISO 9001 certification ensures that the company’s products and services consistently meet customer needs and demonstrate a commitment to constant improvements.
• ISO 27001: represents the global standard that defines best practices for an information security management system (ISMS). It is essential to safeguard sensitive data against potential threats and ensure its integrity, confidentiality, and availability. ISO 27001 adopts a systematic approach to managing sensitive organizational data, ensuring its security and protection against unauthorized access.

However, in addition to certifications, investing in ongoing training and team development focused on unreasonable hospitality is what truly makes the difference in service delivery. This way, the company proves its priority in creating memorable experiences and offering service that satisfies and delights customers.

Companies that combine these certifications with an exceptional hospitality culture stand out in the market and build reliable and remarkable relationships.

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Unreasonable Hospitality at ODATA: Ensuring an Efficient Customer Experience

Unreasonable hospitality has permeated ODATA’s values since its founding and is present in all its operations today. We prioritize building genuine and transparent trust with clients, a dedication that manifests in every interaction. Through these interactions, we meet and consistently exceed expectations regarding deadlines and quality.

This approach is consolidated in ODATA’s organizational standards, which include “customer first” as one of our main guidelines. We continually orient internal teams on the efforts needed to improve the services provided. So, we understand that dedication to exceeding expectations transforms the day-to-day project experience, allowing us to establish genuinely friendly relationships.

To ensure an efficient customer experience, ODATA invests in constant employee training, prioritizing excellence in every stage of service. This culture of impeccability is fueled by a collaborative work environment where customer opinions and feedback are highly valued and promptly incorporated.

Thus, with a service model that combines superior technical knowledge with a personal touch, ODATA stands out by offering a professional and welcoming experience. It ensures customer satisfaction and loyalty at a level few can match.

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