Day by day enterprises are speeding up the digital transformation processes in their business to adapt to the ever-changing market landscape. And this change is not only driven by enterprises but the ‘digital’ customers as well.
The digital era has not only transformed the way businesses function but also customer experience and expectations. Today companies have multitudes of resources to seamlessly interact, market and sell to their customers.
But what exactly drives this change? How has customer expectations evolved the digital transformation journey for businesses and how are enterprises bringing about this change? In this article we will discuss in detail how digital transformation drives customer experience and vice versa.
Understanding the role of customer in your digital transformation strategy
As digital technologies improve, it has gradually transformed customer habits and experiences to a digital-first approach. The modern customer is in control, constantly connected to technology and aware of the power of a digital-first business. Because digital transformation allows you to engage with the customer and gives them the opportunity to rate their experience, provide feedback and more, companies need to rethink the way to interact with customers on a daily basis.
Having a digital-first approach means replacing cold calls with social selling. Engage with your customers that are already on social media, educate them about the brand and build a relationship that will help you convert potential buyers. The change can also be seen in marketing. Businesses are investing more money on online marketing than ever before. As highly targeted ads and interactive content is attracting more customers across all platforms and being converted into long term buyers through highly data-driven marketing strategies, there is no need for offline marketing. Digital transformation has even changed post-sales and customer-service interactions. A wide range of channels have been built to support customer engagement, feedback and reviews where businesses can interact with the buyer and better understand their audience.
How to Meet the Expectation of the Digital Customer
Companies have a long history of designing a ‘one size fits all’ experience for their customers and while that worked before, in this digital-first era that approach is no longer profitable. Customers today have high expectations owing to the high competition in the market and the willingness of brands to give more to their customers.
This is why businesses need to build personalised experiences and multiple customer journeys for customers to buy their products. Only when you satisfy your customers will they associate with your brand.
5 Ways to Improve Digital Customer Experience:
- Leverage customer data to increase customer engagement
- A new mindset of agile product experimentation
- Focus on digital-first experiences
- Cross-silo collaboration built on trust
- A complete rebuild of the technical stack
How to Get Started on Digital Transformation
Nowadays, digital transformation is all about putting your customers first and staying ahead in the market this is exactly what businesses need to do. Keeping the customer at the centre of everything, companies need to focus on their business processes and strategies to keep the customer happy.
Ultimately, business leaders need to bring new customer experiences to the table while navigating through the digital technology landscape to transform not just the customer journey but the entire business.