Digital transformation is forcing companies to
change their business models and adapt to the new market reality. What's
interesting about this is that it's not the companies that are driving this
change. Instead, this change is being driven by the customer.
Today, customers
expect relevant content in relation to what they're doing anytime, anywhere in
the format and on the device of their choice. And in order to keep up with this
new kind of "always-connected" customer, your business must embrace
technology to deliver an unmatched customer experience.
But, first...what is
digital transformation?
Digital transformation is the integration of
digital technology into all areas of a business, resulting in fundamental
changes in how a business operates and the value they deliver to their
customers. It's about changing the way a business interacts with its customers
and how they provide their customers with a consistent experience whenever and
wherever they need it. The companies that do transform digitally are creating
highly engaged customers.
The digitally-conscious
customer
Digital technology has transformed consumer
habits and trends. Mobile devices, apps, machine learning, automation and much
more allow customers to get what they want almost exactly at the moment they
need it. These new digital technologies have caused a shift in customer
expectations, resulting in a new kind of modern buyer. Customers are constantly
connected and aware of what they can do with technology. For example, an
aggrieved customer can easily go on social media to rant if he/she is unhappy
about a particular service. This has forced companies to adjust, employ social
media managers to handle customer complaints in real time before it escalates.
Because of the opportunities that arise from
using modern technology, customers often rate organizations on their digital
customer experience first.
Digital transformation to satisfy customers
Digital transformation offers organizations an
opportunity to understand the modern-day buyer, engage with them and deliver on
their expectations of a multi-channel customer experience. Here are two ways to
help your business get started with digital transformation.
A flexible IT environment
Having the right technology to power your
digital strategies is fundamental in today's business world. Fortunately, many businesses believe that technology
is critical to digital transformation and has deployed technology in improving
customer experience. This enables companies to be fast, dynamic and flexible
– giving your organisation the ability to test new projects that are
cost-effective and low-risk – allowing you to use technology to meet customer
demands quicker.
Personalised customer experiences
Today's buyers want organizations to treat
them as unique individuals, and know their personal preferences and purchase
history. Customers are more likely to buy from a company that: (1) recognises
them by their name (2) knows their purchase history, and (3) recommends
products based on their past purchases.
Conclusion
In today's fast-moving and always connected
society, companies are forced to seriously consider implementing a digital
transformation strategy if they haven't already. Digital transformation offers
organizations an opportunity to engage modern buyers, and deliver on their
expectations of a seamless customer experience regardless of channel or place.
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