Digital transformation has broad and deep roots, spanning strategy and technology to offer customers better experiences.
It centers on the simple ideas of providing enhanced customer experience by building more customer-centric organizations. But achieving true mastery of digital customer experience is complex. To reach success, organizations need to improve their understanding of their customers, and also learn to better gauge their expectations, assess their behaviors and understand their attitudes.
With the vast array of digital technologies and analytic tools now available, companies can better assess their customers’ journeys and attempt to make it better. This requires shuffling the company’s internal resources to make the model more customer-centric — and having a solid strategic foundation on which to build it.
The Cycle of Digital Transformation
Most businesses traverse their digital transformation in stages.
The first is the assessment stage, where companies gauge the extent of digitization that should be implemented and assess variables like time and cost.
That leads to a vision or a strategy for enhanced customer experience and engagement, which can later manifest itself in growth and higher profits.
Move from a Vision to a Plan
Once the vision is clear, the business can formulate a game plan to reap the optimum benefit from the process of digitization to add more value to the customer experience it provides.
Think of this plan will become a dynamic blueprint for digital transformation, and altered appropriately as the situation warrants to keep up with key performance indicators at every stage.
Ultimately, companies reviews, take actions and act on the insights gathered. As its digital capabilities mature, the whole company should become more streamlined, focused and equipped to meet the needs of its customers.
The Importance of Strategy
Digital transformation triggers systemic changes in six key elements: customer experience, leadership, analytics, people and operations, digital literacy and technology integration.
The responsibility for the transformation rests with those in charge of the respective elements. For instance, the Chief Operations Officer takes care of people and operations, the CIO takes care of digital literacy and capacity building, and the CTO concentrates on technology.
The respective leaders have to constantly monitor digital transformation within their areas of expertise and steer it according to the company's strategic goals.
Because all the functions of all the departments are interrelated in terms of customer experience and satisfaction, decision should be made in tandem with the company's overall strategic goals.
Strategy + Business Objectives = Successful Outcomes
Talking in simpler terms, all your decisions will affect the customer experience in a digitally transformed organization.
All the solutions are therefore aligned with your business objectives.
The strategy needs to be designed and developed wit your customer as the focus, so that each and every decision the organization takes is weighed in terms of how it will affect the customer experience and satisfaction.
In a truly digitally transformed organization, all decisions support improved customer experience.