Many organisations boast of being in the era of «Digital Transformation» when they talk about the modernisation of their business applications and online services; what is rarely mentioned is that digital transformation and customer experience go hand in hand.
You can not provide great customer experience if you are not taking advantage of new digital technologies. But it is not as simple as creating a new website, mobile application or other uses of new technologies in your company. Digital Transformation requires aligning, unifying and building all elements of customer experience.
ALIGNMENT OF PROCESSES AND SYSTEMS
If silos are bad in process building, they are terrible when it comes to the age of Digital Transformation. Unfortunately, many organisations maintain their applications in silos, sometimes with connections, but almost always with duplicate transaction data and divergent customer profiles.
In order to focus the Digital Transformation around the client, organisations need to align their technologies, so that they share information, unify and improve according to how the customer interacts with the company’s processes.
UNIFICATION OF EXPERIENCES
I hate it when I am in a X service company, and they behave as if they have a small business inside where each department develops its part of the relationship with the client and does not care what the other departments do.
Customers want to move smoothly from one part of the process to the next. Bad communication between marketing, sales, and service do not matter to the customer, nor to whom the work is not done. For the customers, the least they expect is that you can work with them through channels and contact points.
Your organisation has to present a unique unified customer experience across the whole organisation. Customers want you to know them and give them early answers as you get to know them.
REJECTION OF THE STRUCTURE AND BUSINESS MODEL OF THE ORGANISATION
Build customer experience. Digital Transformation involves the adjustment of the structure and business model of your organisation and the implementation of new types of technology that specifically focus on the customer and their experience.
It is not about creating different experiences for each point of contact within the organisation, it is about creating a perfect experience as the client moves from one stage to another during the cycle.
You find profitability in your business model when you focus your organisational structure on everything you need to know about your customer, this harmony becomes a unified system that provides you with the tools and information you need to interact with customers.
The FIRST WALK IN THE CUSTOMER’S SHOES, THEN LOOK FOR THE TECHNOLOGY
Too often, when organisations begin their digital transformation projects, they focus on technology and how to put it into practice. But technology is only a facilitator. Taking a step back and focusing on your customers is what really deserves an effort.
When you put yourself in their shoes, you will get a better idea of ??what the organisation needs to transform its processes and technology in order to enhance the customer experience.