How Digital Transformation Drives The Customer Experience

 Customers expect to be served the right content on the device of their choice anytime, anywhere.


In order not to lag behind “the online customer”, companies must adopt technology that enables them to provide an  unparalleled customer experience .


Fortunately, many companies already focus on the customer and the customer experience.


Among the Global 2000 companies, according to  data from the IDC , two-thirds of CEOs will shift their focus from conventional offline strategies to more modern digital strategies to improve the customer experience by the end of 2017. 34% of these companies expect to have implemented the digital transformation within 12 months.


However, in their State of Digital Business Report,  Progress software  stated that 47% of companies have yet to embark on digital transformation and 59% fear it is already too late for them.


The good news is that companies still have time to start their digital transformation.


In this article we introduce you to the digital transformation and the new digital customer. We also explain how you can use technology and data to improve the customer experience. Check out digital transformation consulting services


What is Digital Transformation?

D igital transformation is the integration of digital technology in all parts of a company. This has significant consequences for business operations and for the value that a company offers its customers.


Simply put, it's about changing the way a company interacts with its customers and how it can provide its customers with a consistent experience when and where customers need it. 


When we asked companies what factors play a role in deciding to implement a digital transformation strategy, nearly half of the companies cited   customer experience and customer satisfaction as the top reasons.


The companies that have already opted for digital transformation are  registering  an increase in engagement, loyalty and conversions.


The customer is firmly in control. But in order to actually offer a better customer experience, you first need to know who this new digital customer is.


The new, digitally aware customer


Digital technology has changed customer behavior.


Thanks to mobile devices, apps, machine learning, automation and much more, customers can almost always get the products or services they need when they need them. 


The new digital technologies have also changed customer expectations, making us see a new modern buyer. The new buyer is always online, is familiar with apps and knows what to do with the technology. 


Because modern technology many options entails assessing client companies often in the first instance on their digital customer experience. 


In this time of ' digital first ', it is important to find out how you deal with your customers.


For sales teams, digital first means replacing cold calling with social selling. Your customers are already active on social media and that's where you need to be. Rather than waiting to see if customers contact you, you should reach out to them,  build a relationship,  and provide them with relevant content. 


For marketing teams, digital first means that you spend less time on offline marketing, such as direct mail, billboards and commercials. Your customers want and expect messages specifically intended for them , which is only possible with a digital marketing strategy. For this you will need to use digital channels to track engagement, such as email, social media, organic search results and websites. 


Service employees no longer have to wait for the phone to ring or for a message to arrive. Digital first isn't just about responding. It is about proactively approaching customers who seek contact through various channels. Social media, review sites, forums and communities all contribute to improving the customer experience.

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To properly serve today's buyer, your business must have digital strategy at the forefront.


Get started with the Digital Transformation

The digital transformation offers companies the opportunity to understand, engage with and meet today's buyers. 


Here are three ways to help your business start a digital transformation.


1. A flexible IT environment

Today, it is essential to have the right technology in house for setting up digital strategies. But did you know that 45% of management  think their company doesn't have the right technology to make a digital transformation?


Fortunately, companies recognize that flexible systems must be introduced. According to 86% of the company  's cloud technology essential for digital transformation .


The  cloud enables companies to work faster, more dynamically and flexibly . This allows your company to test new profitable and low-risk projects so that you can use technology to meet customer demand more quickly.


By  easily linking cloud applications , such as customer files, analysis of big data, internet apps and mobile apps, you can digitally record all contact moments to get a complete picture of your customer. Using this data, you can find out how, when and why customers do business with you and with that information you can provide a better customer experience.


Which brings us straight to the next aspect of digital transformation: personalization.


2. Personalized customer experiences

Buyers today want to be treated by companies as unique people, whose personal preferences and purchase history are known.


According to Accenture , 75% of customers admit that they are more likely to buy from a company that:


  • remember their name,
  • knows what they have bought before and
  • recommends products based on their previous purchases.

The good news is that customers are happy for companies to use their data to improve their customer experience. But in order to take advantage of this possibility, an investment in a  CRM  (customer relationship management system) is necessary. 


If your company does not invest in CRM, you cannot treat customers as individuals. If you don't save interactions with customers, there's no way you can deliver a unique experience.


With CRM software , you can analyze customer-related data from previous interactions with customers. For example, you can gain more insight into your customers by evaluating general questions, quotations and requests. This data can then be used to create targeted messages that match the personal preferences of customers, making the customer experience increasingly personalized.


By delivering the right message to the right person at the right time, we've arrived at the third and final success factor for digital transformation: a seamless multi-channel experience.


3. A seamless multi-channel experience

Technology has empowered customers to get what they want, when they want it, and how they want it.


More than half of all customers  today expect to receive a response from customer service within an hour. They also expect the same response times on weekends as during the week. This need for instant gratification has forced businesses to remain accessible and on-demand 24 hours a day, 7 days a week.


Everything happens, in real-time, which is why companies that can offer their customers immediacy, personalization and accessibility will ultimately win.


Today's customers are not tied to one channel. They browse stores, shop online, share feedback via mobile apps and ask questions using social media.


By linking all these interactions, you can  create one digital profile when a customer comes into contact with your company . 


Conclusion

In the rapidly changing world that is always online, companies are being forced to seriously consider implementing a digital transformation strategy, if they haven't already. The digital transformation offers businesses the opportunity to attract buyers and respond to their needs, getting a personalized customer experience.


However, this does not alter the fact that a digital transformation of your company cannot be a complex matter.


Here's how you can start with it:


  1. Don't immediately switch to purchasing on-premise systems, but think cloud solutions first . With solutions in the cloud you are flexible and you can respond more quickly to customer demand. An additional advantage is the automatic updates with the latest functionalities so that you are always up-to-date. 
  2. Customers now expect personalized experiences. Use  the data in the CRM system to review previous communications, sales history, and customer behavior to provide appropriate advice.
  3. Customers want a seamless experience on every channel. Find out how you can link all digital channels in your company together to provide one overarching, user-friendly customer experience. 

By focusing on these three aspects, you help your business enter the digital landscape, exceed customer expectations and improve the overall customer experience.

Related post:

https://nseitlimited.mystrikingly.com/blog/digital-transformation-what-is-it-and-why-do-you-need-it

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