How Equinix is Creating Greater Value through a Customer-Driven Experience

Laura Ortman

Since joining Equinix a year ago, I have been on a journey of listening and learning from our global employees and customers on their experiences with Equinix. For me, it’s all about putting our customers at the center of everything we do – one of the foundational elements of Equinix’s culture. In my role as Chief Customer Officer (CCO), I am responsible for our Global Customer Care and Experience teams and will be leveraging the office of the CCO as a platform for all our company-wide customer initiatives. I believe that by leading high-performing teams in a “together we win” culture to deliver a best-in-class experience to our customers, we’ll all succeed in this increasingly competitive global digital economy.

For me, being “customer-centric” and “transforming our customer experience” are not just buzz-phrases, they are at the heart of every aspect of our business. We want our customers to see us as a trusted strategic partner and derive as much value as possible from each and every interaction with us at every point throughout the customer experience journey. This is why we are embarking on a multi-year, customer-inspired experience transformation that spans all functions of our organization and unites everyone at Equinix around delivering a world-class experience for our customers.

Digital transformation is transforming customer experience

Accelerating digital transformation is driving the customer experience today and well into the future. A recent “IDC FutureScape: Worldwide Customer Experience 2018 Predictions” report describes how technology-centric digital transformation is altering business and society, changing the way people interact with each other in both their business and personal lives. If you’re an Amazon customer (and who isn’t these days?), you’ve experienced this shift firsthand. By harnessing digital technology to accelerate its multi-vendor supply chain, Amazon transformed online shopping and gave us all a simpler and faster purchase, delivery and returns customer experience. As a result, Amazon has firmly secured its place as the world’s largest online retailer – and in 2017, it captured the #3 spot on the world’s largest retailer list.

At Equinix, we see the same expectation for immediate customer satisfaction in our fast-paced world of enabling access to business information technology (IT) products and services, as well as in the businesses of our more than 9,500 customers around the world. Our customers include the world’s largest network and content providers, as well as industry leaders across every vertical and geography. For these companies, their ability to deliver a reliable, secure digital experience for their customers, employees and partners is critical to their success. To this end, our customers expect us to be their strategic partners in delivering these experiences. This is why it’s our customers who are driving our customer experience transformation journey.

What being customer-centric really means

At Equinix, we have a legacy of delivering excellent service to our global customer base. When we say we’re transforming the customer experience and putting our customers at the center of everything we do, that means:

  • Delivering value to our customers with a “one company” approach to customer experience
  • Building long-term strategic partnerships with customers around customer experience
  • Driving customer loyalty by listening to and acting upon the “Voice of the Customer”

That last bullet, “listening to and acting upon the Voice of the Customer,” is where we began our customer experience transformation journey. Over the last year, we’ve focused on talking less and listening more. We wanted to hear what is most important to our customers when they work with Equinix, so we hosted customer-listening workshops around the world to get honest and candid feedback about what’s working well and where we can improve. As a result of these conversations, we’ve mapped out a clear plan to partner closely with our customers on what’s most important to them.

The Equinix customer experience transformation journey

In the spirit of putting the customer in the center of everything we do, we’re not only listening to what our customers have to say, we’re also acting on their feedback. Our goal is to build deeper, more strategic relationships with our customers based on reliability, trust, listening and action.

As CCO, my focus is on making sure that our customers have a great experience with Equinix. It’s a responsibility I share with all my colleagues at Equinix, at every level of the organization and across every function. Ultimately, the goal of our customer experience transformation journey is to build value for our customers and become strategic partners in their success.

We invite you to learn more about our customer experience transformation journey and get involved by joining a customer validation session.