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Forrester in a study found that technology and economic forces have given customers the control over their interaction with any digital businesses. Custer experience is the sole focus of businesses that are adopting digital transformation.
Digital Transformation in this new digital age is a business approach that more and more companies are undergoing. The process of digital transformation involves a business integrating technology (digital channels, devices)in all of its operating areas. The transformation results in changes like
Customer experience is an essential factor in business that plays a vital role in digital transformation. Innovation and improvement in customer experience is an important element that paves the path for the growth and success of a business.
According to Mckinsey, a customer experience digital transformation can increase the revenue of a company by 20 to 50%.
Similarly Companies like Uber, Starbucks, Zappos put the customers at the centre of their business. The companies are obsessed about delivering their customers the best experience possible.
Technological advancements and excellent customer experience as mentioned has raised the standard for the digital customer experience. It has increased the importance of optimization of end-to-end CX for every digital business in the industry.
According to Mckinsey, by undergoing digital transformation in customer experience process, B2B companies have experienced a revenue growth of 10 to 15% and cost reduction of 10 to 20%.
The company needs to make a commitment to have a customer-first approach. The goal should be to create the best version of customer experience from the perspective of customers.
Customers are the most important part of your digital customer experience program. The aim is to make customers satisfied with their experience to ensure that they remain loyal to your brand and recommend your business to others.
For this you need to have a holistic approach to the customer experience optimization. The responsibility to offer excellent customer service is not limited to customer support or any single department. It is the responsibility of the entire company to work together to ensure a great digital customer experience is offered to the digital customers.
Prioritize your customer’s needs and expectations. Build an organization where every department is customer-obsessed.
Digital transformation focused on customer experience is not a job for the customer service nor does it end at the front-end. It involves all the touchpoints including the back-end of the business process. The entire company with each of its departments must contribute to optimize and provide seamless digital customer experience.
Create a silos free environment. Every department should work together in harmony to achieve the main purpose that is excellent customer experience. If every department is acting on its own there will be conflicts in the process.
Using CRM is the best way to keep every department connected. They can share information all of which is collected at a central location.
Happy customers are good for the growth and success of business is the simple reason you should most definitely keep in mind. However, it is also better to go beyond this.
Try to understand
Understand the reason for every pain point in a customer journey. It can help you understand what you are doing wrong in your digital transformation. You may have used all sorts of technology to equip your employees but you still haven’t been able to provide great digital customer experience.
The reason can include change in market trends, change in customer expectation, lack of innovative products etc. It could also be a lack of options in digital channels, website design or difficult navigation on apps.
Customers have a lifetime value of 306% when they establish an emotional connection with a brand.
By definition “digital” is inhuman and remote. This makes achieving digital CX more difficult than traditional CX. It is important for businesses to understand that human touch is a major component of digital transformation. Combining human and technology helps achieve an enhanced digital customer experience.
Human touch plays a crucial role in helping customers establish a relationship with the brand. It offers an emotional element to the otherwise inhuman process. Here, customers meet emotion and passion with technological advancements.
In today’s digital landscape customers crave human connection. They want to feel as though they are important for the brand. Provide personalized experience.
Customers should respond to your personalized experience and not be scared to engage with your company.
Following the “human touch”, personalized journey helps customers feel connected with the company. Customers appreciate it more when they are recognized as an individual instead of a commodity or an ID. No.
Customers expect a personalized journey from all digital businesses because of the excellent personalized behaviour they receive from top brands. 47% of online shoppers check Amazon if a brand does not provide them with relevant recommendations when they are shopping from it.
Use proper tools to ensure that customers receive real time recommendations based on their purchase behaviour. Also, ensure that they receive personalized experience no matter what digital channel they use to connect with your brand.
Digital Transformation helps companies to keep up with the customer expectation that is changing with the technology evolutions.
There are four areas in Digital Transformation
Digital transformation can help a company gather insight on customer’s purchase behaviour, preference, dislikes and pain points. As a result you can create an efficient marketing campaign that is appealing to the customers.