Customer experience and digital transformation: challenges and opportunities

Firms and organisations are going through digital transformations every single day, and it is a driver that helps shape strategies. Organisations have started incorporating digital functioning into every aspect of their operations. Marketing and customer relationships are key focus areas for such efforts.

A 'Digital First' strategy for better customer experience

Customers can now get what they want, almost exactly when they need it, courtesy digital technologies such as machine learning, automation, blockchain, IoT, and more. New digital technologies have caused customers' expectations to shift, resulting in a new type of modern buyer – the new, digitally-conscious customer.

Consumer habits have changed thanks to digital technology. Today's consumers are always connected, they're app-native, and they're tech-savvy. Customers often rate organisations based on their digital customer experience first because of the opportunities that arise as a result of the use of modern technology. Changing the way you interact with your customers requires a digital-first approach.

Digital Transformation Trends that are Enhancing Customer Experience Personalisation

These three 'R's are more likely to make customers happy with digital customer service:

Recognition. Consumers are more likely to shop online if they are recognised.

Recommendations based on previous purchases or preferences increase the likelihood of customers spending money online.

Remembrance. A company that remembers a buyer's purchase history is more likely to make a sale.

The online entertainment streaming service Netflix, for example, enhances the customer journey by personalising the digital customer experience. 

Providing seamless multichannel customer journeys

Multiple channels are available to customers thanks to technology. There are times when customers feel that a new interaction on a different platform represents a new journey. Customers need and want both – familiarity as well as novel experiences. Hence multichannel journeys are the way forward.

Advantages and Challenges of Digital Transformation

Effect on on productivity and performance:

  • Replaces traditional workflow with digital processes.
  • Increases the time on a new development strategy instead of holding on to achievements.
  • Changes the modern and professional working model, constantly improving the quality of the workday for employees.
  • Improves work quality and performance.
  • Constantly increases beneficiary satisfaction.
  • Increases re-investment abilities.

In order to be successful in digital transformation, organisations must deploy many new technologies, especially complex technologies, like artificial intelligence and the Internet of Things. In order to achieve success in digital transformation, leadership needs to be at the mission level. Organisations that succeed in digital transformation have digitally savvy leaders who are actively involved in the process.

Challenges for Leaders

Significant changes in investment are needed to meet the demands of digital technology, intelligent connectivity, and technological changes in digital transformation.

The key to successful digital transformation is the workforce's digital capabilities. First, leaders' roles and responsibilities must be redefined to align with the goals of digital transformation, which helps clarify the roles and capabilities the organisation needs. Changing the unit's culture requires a sense of urgency from the leaders. In order to meet their future goals, organisations need clear workforce strategies to identify the digital skills and capabilities they have now and will need in the future.
New technologies and models can be tested in the digital transformation process, engaging everyone and keeping the human values.

An effective digital transformation requires a flexible, secure, and strong network. In recent years, incidents of cyber security breaches have threatened the sustainability and quality of public services, harmed national security, and hurt the economy.

Digital transformation: How to get started

Define your strategy

Digital transformation strategies begin with three fundamental questions:

  • Do you know where you are right now?
  • Where would you like to be tomorrow? 
  • What is your plan for getting there?

Reimagine your customer journeys

It is wise to focus on building relationships with customers since every interaction impacts their perception of a brand.

Ensure that your IT environment is agile and flexible

Technology plays a crucial role in today's business world when it comes to powering up digital strategies. 

A majority of businesses recognise the importance of implementing agile systems, and many believe that cloud technology is crucial to digital transformation.

Provide personalised services to customers

  • Recognition by name
  • Recommendation of similar products
  • Remembrance of their purchase history

Technology is rapidly transforming the world, altering how organisations operate at all levels, how people communicate and exchange information at an unprecedented rate. Digital transformation is becoming an indispensable option for any organisation. However, it also comes with many difficulties and challenges, especially for developing countries, since their infrastructure systems are limited, their labourers lack skills to work in digital networks, and their leadership hasn't yet adapted to digital transformation.

In order to overcome the challenges posed by digital transformation business process, leaders must first equip themselves with a full understanding of digital transformation, equip qualified workers with working skills in a digital environment, and be prepared to deal with any complex issues that may arise.

*For organizations on the digital transformation journey, agility is key in responding to a rapidly changing technology and business landscape. Now more than ever, it is crucial to deliver and exceed on organizational expectations with a robust digital mindset backed by innovation. Enabling businesses to sense, learn, respond, and evolve like a living organism, will be imperative for business excellence going forward. A comprehensive, yet modular suite of services is doing exactly that. Equipping organizations with intuitive decision-making automatically at scale, actionable insights based on real-time solutions, anytime/anywhere experience, and in-depth data visibility across functions leading to hyper-productivity, Live Enterprise is building connected organizations that are innovating collaboratively for the future.

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