Companies in every industry are undergoing digital transformation (the use of technology to radically improve performance, efficiency, or the reach of enterprise) throughout their businesses. Nowhere is this transformation more evident than the area of customer experience. Nearly every digital improvement has a direct or indirect influence on customer relationships. Technology has put customers in control of their interactions with organizations, and businesses have no choice but to adapt.
With the customer expecting to receive personalized, contextualized content across multiple platforms, organizations must overcome limitations imposed by technology, established procedure, and company culture to deliver the experience customers want.
Navigating the Digital Landscape
Everyone knows the digital landscape is a moving target. New technologies and customer touch points evolve rapidly. Companies are taking advantage of previous investments in systems to gain a better understanding of geo-locations and market segments. Many are exploring social media to understand what makes customers happy and on the flip side – not happy. In addition, companies are learning to promote their brands more effectively through digital media and building new online communities to advise and build loyalty with clients in health, real estate, insurance and financial industries.
Digital transformation affects customer experience and vice versa. A strategy that recognizes the relationship between these two corporate objectives will be the most successful. Stay tuned for my next post featuring tips to implement an effective digital transformation strategy to improve customer experience.