4 min
Digital transformation is forcing companies to change their business models and adapt to the new market reality. However, customers are driving this change.
Today, users expect content that is relevant to what they are doing anytime, anywhere, in whatever format and on the device of their choice. To keep up with this new type of “always connected” customer, organizations must embrace new technologies to deliver an excellent customer experience.
According to research by IDC, two-thirds of company CEOs will implement more modern digital strategies to improve CX before the end of the year. In fact, net global spending on digital transformation is expected to grow to more than $ 2 trillion by 2022. Additionally, 79% of organizations say COVID-19 increased the budget for digitization.
What Is Digital Transformation?
Digital transformation is the integration of digital technology into all areas of a company, resulting in fundamental changes in the way an organization operates and the value it offers to its customers.
It’s about changing the way a company interacts with users and how they offer them a consistent experience when and where they need it.
Organizations transforming digitally are creating engaged customers, who buy 90% more often, spend 60% more per purchase, and have 3x annual value (compared to the average customer).
To deliver a successful customer experience, businesses must understand who this new type of digital customer is.
The New Digitally Conscious Customer
Digital technology has transformed consumer habits. Mobile devices, applications, machine learning, automation… allow customers to get what they want almost exactly when they need it.
In addition, these new digital technologies have caused a change in user expectations, which has given rise to a new type of buyer, constantly connected, native to the application and aware of what it can do with technology.
Due to the opportunities that arise from the use of modern technology, customers often rate organizations first on their digital user experience.
How To Help Companies Implement Digital Transformation?
Digital transformation offers organizations the opportunity to understand today’s buyer, interact with them, and meet their expectations for a multi-channel customer experience.
1) With An Agile And Flexible IT Environment
Having the right technology to enhance digital strategies is essential in today’s business world. Organizations recognize the need to implement agile systems and 86% believe that cloud technology is key to digital transformation.
The cloud enables companies to be fast, dynamic and flexible, giving them the ability to test new projects that are profitable and low-risk, allowing you to use technology to meet customer demands more quickly.
By connecting SaaS applications such as customer databases, big data analytics, web and mobile applications, all touch points can be digitally recorded to create a 360-degree view of users. By using this data, you learn how, when, and why customers do business with your company, and from that data, you can deliver an improved customer experience.
2) With Personalized Customer Experiences
Today’s shoppers want organizations to treat them as unique individuals and know their personal preferences and purchasing history.
According to Accenture, 75% of customers say they are more satisfied when companies use their data to improve their experience. But, to take advantage of this opportunity, you must invest in CRM.
Without CRM, you can’t treat your customers as individuals. And without storing the history of how your company interacts with them, it is impossible to provide a unique experience.
With a CRM system, customer-related data can be analyzed and studied based on past interactions. This data can then be used to create specific messages that match individual customer preferences, resulting in a more personalized experience.
3) With A Perfect Multichannel Experience
Technology has enabled customers to get what they want, when and how they want it.
More than half of all consumers expect a customer service response within an hour, both on weekends and on weekdays. This need for instant gratification has forced organizations to remain accessible and on demand, 24 hours a day, 7 days a week.
Now everything happens in real time, so those companies that can offer immediacy, personalization and accessibility to their customers will win in the long term.
Users are not tied to a single channel. They browse the store, shop online, share comments through mobile apps, and ask questions of the support team on social media. Uniting all these interactions allows you to create a single digital profile each time a customer interacts with a company.
In conclusion, in today’s fast-moving and always-on society, companies are forced to consider implementing a digital transformation strategy, if they haven’t already done so.
Digital transformation offers organizations the opportunity to engage users and meet their expectations for a successful experience, regardless of channel or location.
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