So, what really is this phenomenon that is slowly taking over the business landscape?
We’ve talked about this new digitally conscious customer but what does it really look like?
Digitally Conscious Customers
The regular usage of mobile devices and applications along with the advent of machine learning and automation has enabled customers to get what they want. At almost exactly the moment they need it.
These digital technologies have shifted customer expectations. Which has obviously led to the rise of what we now call the “modern buyer”. These buyers are connected, are app-native, and aware of what they can achieve with the technology at their disposal.
Digital transformation on its own requires you to now restructure your interaction with customers entirely.
For instance, the B2B sales team has now had to switch from the cold-calling method to social selling. Instead of waiting for the customers to contact you and get in touch regarding your products. You need to reach out to them through social channels. Also, build relationships and constantly try to educate them about your products.
How do you do this? Simply share relevant content in line with the problem that the consumer is trying to solve. Also, show them how you have the expertise to solve that for them.
In the world of customer experience for instance, now you have to utilize social media, review sites, forums, and communities to engage with your consumers. Moreover, create an eco-system that is holistic and offers the customer non-stop access to you.
Marketing is obviously a more straightforward change. Whereby, now you need to stop using traditional offline methods. Instead, create highly targeted messages through the incorporation of a data-driven marketing strategy. Using this, you get to not only build an understanding of customer and market trends. Also, have the opportunity to implement search engine marketing, use SEO, and create strategies that are more direct and in line with solving customer problems.
Digital Transformation Journey
Now that we’ve set the tone for the phenomenon that is digital transformation. Let’s discuss how you can get started on your own journey of digital transformation.
1) Define your strategy
In a world that is fast-paced and changes rather rapidly. There is a need to keep in line with all technologies and innovations to ensure that you’re not left behind.
Any company that has changed the business landscape has had to do so by investing in technology and introducing modern tools to solve modern problems.
Take the example of Uber for instance which transformed the entire ride-hailing experience by incorporating a mobile application. Amazon GO is another example whereby e-commerce was incorporated to offer convenience stores in the US the opportunity to utilize automated, cashier-less self-checkout stations to provide customers with an easy way to shop.
Any digital customer experience transformation strategy must begin with these three questions:
- Where are you today?
- Where do you want to be tomorrow?
- What are you going to do to get there?
These questions require well-researched answers. Also, have strong outlines attached to them, and offer solutions that are long-term and protected through digital tools and mechanisms.
2) Reimagine the customer journey
Stop thinking about your customers in line with traditional beliefs. Instead, understand how they’ve gained the control that they seem to have now.
Your mission now is to build new experiences that meet their particular demands. Furthermore, create new opportunities for better and more personalized relationships with customers.
Now is the time to invest your time and energy into technology that will enhance business relationships and create a unique customer journey.
3) Create an agile, flexible IT environment
The world is constantly changing, and now is the time to create an environment that is open to constant change and is prepped with the required technology and resources to deal with these shifts.
This means investing in more resources and creating strategies that have space for innovation and tweaks now and then.
Adopting the cloud for instance is a strategy that allows you to grow. Also, consistently incorporate small changes to keep up with the times. You’re not bound by what you do and will always be able to leave some space for further innovation and changes.
4) Personalize customer experience
This is a point that we cannot stress enough – treating your customers as individuals rather than as a collective whole is another highly important factor to incorporate into your strategies.
Study their personal preferences. Moreover, understand their purchase histories, and look for what they really want today.
This requires investment into a CRM system. This will help you to not just analyze customer data but also create an understanding through general trends, requests, and preferences.
It is important to deliver the right message to the right person. This enables corporations to create a seamless multi-channel experience; which is what we’ll focus on next.
5) Creating a seamless multi-channel experience
Customers now have more accessibility. Therefore, businesses must utilize multiple channels to create these relationships with customers and offer them answers on the go.
Whether it is through purchasing online, shopping in-person at stores, sharing feedback through mobile applications or forums. Or maybe even just asking questions from support networks on social media – the customer is now multi-faceted. They will expect you to offer them solutions and support on all ends.
Create a single, unique digital profile each time a customer interacts with your business to curate an experience that fits in with what they’re looking for.
The road is long, but you’re on the right track
Digital transformation isn’t something that pops up overnight. It obviously takes time and effort to incorporate such resources and create seamless customer experiences.
Start with simply getting to know your customers and the market better. Understand what really is it that people out there are looking for, and then strategize based on that.
Embrace the digital customer experience transformation landscape and think of it as an opportunity to grow bigger than ever before. Also, establish yourself as a business that is here to stay for the long term.
Like say again, the road is long and tough but as long as you’re on the right track, you’ll get there eventually!