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Softchoice’s Commitment to Customer Experience Awarded by Canadian Marketing Association

Culture | Posted on November 28, 2019 by John Dumo

This past Friday, Softchoice had the privilege of winning an award for our focus on customer experience (CX) at the Canadian Marketing Association Awards Gala 2019. It was easily one of my most memorable career highlights, seeing Softchoice standing shoulder to shoulder with a number of well-known and respected brands.

The recognition was a great way to cap off a little more than two years of significant focus, building our voice of customer programs and turning feedback into programs and projects that close the gap between our customers’ experience and expectation.

This year we also celebrated Softchoice’s 30th birthday and with that, we celebrate thirty years of customer passion and building a business focused on helping our customers think differently about technology.

Thirty years ago, we set ourselves apart by collecting and cataloguing information about software so customers could help make better decisions. No one else was doing that at the time. Back then, we built our systems and tools focused on delivering value to the customer and polled customers about their experience with Softchoice. We had created the beginnings of a CX practice before we knew there was a term for it. It is part of our DNA.

But times change. Today, Google makes finding information faster and easier than it’s ever been, and our customers’ B2C experience is driving their B2B expectations. Those things that had once set us apart, are now considered table stakes.

Today’s technology customer is looking for something different. In an era where web portals, chatbots and call trees dominate, they want a partner who is accessible across channels, devices and time as well as understands their business and needs. They want a partner that is more human. In a time where their search engine provides them with endless technology options or cases studies on how everyone else has done it, they want a partner who inspires them to think differently about technology. Being that Human and Inspiring partner is the path that we are on.

“Customer experience in today’s world is imperative but ensuring the consistent improvement of customer experience is an ongoing journey and we are excited to partner with Softchoice, an organization built on customer passion, on this journey,” said Morana Bakula, Vice President, Experience Management, Bond Brand Loyalty.

“This award is recognition of our work together to consistently deliver on customer experience aligned to changing customer needs.”

As proud as we are of the recognition we’ve recently received and the work we’ve done over the last few years, we’re even more excited about what’s ahead… creating experiences, with our customers, partners and people, that are inseparable from the solutions and services we deliver.

John Dumo is Vice President, Customer Experience at Softchoice

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