While there are different tactics your business could employ for your digital transformation, there’s one underlying principle that should drive your digital strategy – delivering a better experience for your customer.
As we’ve said before, a digital transformation is not a one-and-done sort of project; they require ongoing optimization. As technology that streamlines customer experiences continues to evolve, the best way forward is to create a plan that doesn’t confuse digital transformation for customer service, but rather one that uses tools to improve your customers’ experience.
Today, customers navigate a fragmented combination of transformative technology such as digital phone trees, articulate chatbots, disorganized web FAQs that are so focused on selling them something, they lack any sense of relationship-building or personalization.
What impact does personalization have on your sales process?
Turns out, 75% of consumers are more likely to make a purchase from a company that knows their name, their purchase history and recommends materials based on their preferences.
Which tells us that if you plan your digital transformation around the needs of your customers, you stand to delight them and establish your company as a leader in customer experience.
Let’s explore how you can put your customers at the center of your digital transformation.
Customer Experience Ecosystems
Before you begin to digitally transform your organization, it’s important to think of how you can better fit into your customers’ process, rather than your customers fitting into yours. This way of thinking will better ensure that your investments aren’t wasted and that every effort is aligned with your transformation strategy.
It's helpful to visualize your customer experience tools as a collective ecosystem which your customers move through — a combination of digital and offline experiences, choices and decisions they make to move towards a successful experience.
Thinking beyond conversion funnels allows your efforts to succeed when customers don’t take a specific action from your conversion pathway such as seeing an ad or opening an email you sent. When you digitally transform your systems to reflect your customers’ preferred experience, you are better able to meet their needs as opposed to forcing them down the path you map out for them.
For example, rather than telling your customers how to use your website, let them tell you how they prefer to use it. You can gather this information from pathways data in Google Analytics or conduct a survey from your existing customers and use it to optimize your customer experience ecosystem.
The most important tool in your customer experience ecosystem is your customer relationship manager (CRM). By collecting customer data, you can provide a personalized experience in your support tools that:
- Recognizes them by their name,
- Knows their purchase history and
- Recommends products based on their past purchases.
Without a CRM, you cannot treat your customers as individuals. And without storing the history of how your business interacts with them, it’s impossible to provide a unique experience.
Immediacy and the Value of Collected Data
Technology has empowered customers to get what they want, whenever they want and how they want it. Which is why all investments into your digital transformation should exist to serve your customer.
More than half of all consumers now expect a customer service response within one hour. They also expect the same response times on weekends as on weekdays. This heightened need for instant engagement and support has forced organizations to remain accessible and on-demand, 24/7.
Everything is now happening in real-time, which is why those companies that can offer immediacy, personalization and accessibility to their customers will win out in the long-run.
Today’s consumers are not tied to a single channel. They browse in-store, shop online, share feedback through mobile apps and ask questions for your support team on social media networks.
Tying all of these interactions together allows you to create a single digital profile every time a customer interacts with your business.
In digital transformation there are so many forces at work that even with automation it can feel incredibly overwhelming. That’s why digital experience management tools have arrived to keep customer data from various channels organized and accessible. Digital experience management can take care of things like personalization, language translation, content management across channels, analytics and even ROI.
There’s so much to take in with digital transformation and as customer expectations increasingly demand immediacy, you’ve got to do it faster and make your systems easier.
But there is good news. Many companies are only just beginning to tap the potential of digital transformation, so there’s still some wiggle room not just to improve customer experience but to differentiate your company from your competitors.
When we look at digital transformation through the lens of customer experience, everything becomes a lot clearer. Technology implementation, product development, staff additions and ecosystem mapping become much simpler. And that in itself won’t just improve customer experience, it will improve your company’s efficiencies, costs and reputation overall.