Education is key, said Sidhu. The speed at which technology evolves means companies must perpetually train their customers to use their products and services to ensure they’re cognizant of their latest and greatest capabilities, and using them to drive business outcomes.
“You need to make sure that they’re continuously seeing the value, so when it comes time to renew that subscription, it’s a non-event because they’ve been getting so much value out of it,” Sidhu said.
“It’s an entirely different ballgame compared to transactional purchase, order-seeking relationships.”
Sidhu said the future of delivering excellent customer experience hinges on the ability to be predictive. That means service initiated by the product company or service provider instead of the customer. Service is provided before a problem arises — proactive customer service.
It requires data, usually real-time data, from customers using instrumented, analytics-ready products. Sidhu said two-thirds of Nutanix customers provide it with “call-home” data. This product-use data is sent to Nutanix, where it’s analyzed.
[Read related story: Built-In Customer Experience Analytics Boosts ROI]
Using artificial intelligence and machine learning, Nutanix can recognize even nascent problems and auto-generate a support ticket before the customer becomes aware of the issue. About 10% of support tickets are created this way.
“That’s not reactive, it’s proactive,” said Sidhu.
“When a customer is trying to create a support ticket, even before they’ve finished typing, we’ve shown them the two or three answers to that case. So much so that often they don’t even file a ticket because we’ve already told them the answer.”
As more customer data is analyzed, Nutanix can recognize patterns or trends and suggest fixes before problems cause harm.
“We’ve taken customer data and turned it into a recommendation engine,” Sidhu said.
“Our recommendation engine analyzes all their server clusters and says, ‘Based on the version of software that you’re running in these clusters, here’s a field advisory, and here’s an upgrade that you should apply … to make sure you’re fully up to snuff.’”
In the future, Sidhu said technology products should be smart enough to understand their environment and how they’re being used, and use that information to run optimally.