How Digital Transformation is Driving the Customer Experience
June 14, 2021
Digital transformation is empowering businesses to drive customer experience more smartly.
Focusing on user experience through digital transformations motivates companies to address, all the touch points and channels through which they interact with customers and through which customers encounter their products and services. Besides, digital marketing using enterprise and ecosystem data helps discover customer preferences and patterns. Based on this can model a competitive and holistic experience. Understanding of customer data and the insights derived from it drives strategy towards correct investments to yield significant ROI.
Simply put, digital transformation is all about relooking at the way a company does business: customer interaction and experience whenever and wherever they need it. And in this integration of digital technology into all areas of a business helps in a significant way. The result is:
A fundamental change in business operation and value delivered to their customers. Customers are:
- Likely to prefer a brand over competitors.
- Six times more likely to try a new product or service launched by their preferred brand.
- Four times more likely to refer a brand to their friends, family, and connections.
- Two times more likely to purchase with their preferred brand even if there is a better product offered by a competitor.
- Super-engaged customers buy 90% more frequently, spend 60% more per purchase, and have 3 times the annual value (compared to the average customer.)
In short, with the digital transformation you can transform customer habits through technology as well as innovation:
- Customer Communication Management (CCM) solutions can create a holistic customer journey through a frictionless omni-channel customer experience by integrating customer-facing channels. Customers can:
- Seamlessly switch between channels without losing the context
- Get consistent information across all channels
- Save and display a customer’s history
- Customers will be able to engage with your company through digital mediums like social media, ecommerce, and third-party review sites. Besides, your service team can respond to them directly to those channels. The service personnel can transfer the case to another medium through a centralised inbox if it cannot be solved over the channel for further better support.
- Real-time messaging through RPA bots can outpace email and customers will be more comfortable with and will prefer to interact through chat tools. Besides shared inbox tool allows all incoming messages from customers, across channels, to be collected and assigned in one place. This will bring all teams on one page when it comes to customer knowledge.
- Cloud computing will render remote work and anytime anywhere connection a norm. The integration of customer relationship management powered by cloud with the core systems will build strong relationships by being there for the customer any time and from anywhere with all the data about the customer at the fingertips.
- Blockchain will transform e-commerce customer support in the area of payments, supply chain management, data security, transparent marketplace, satisfied retailers, efficient management systems, and satisfied consumers.
- Customer service decisions are all set to be more data-driven. Customer service technology records diverse information about customer interactions. This can be used to identify customer requirements or barriers. Utilising this data can improve the customer’s experience.
- 24/7 customer service is easier with bots. Bots can be there when you can’t directly connect with the customers helping them multi-task. Bots can also customer self- and reduce expenses for vendors through new, repeatable, and inexpensive communication methods.
- A company’s social media accounts can handle customer service situations through analytics of a large amount of social media interactions.
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About Ashish Bhalla
Ashish has almost 30 years of industry experience in a wide range of business solutions primarily focusing on end-to-end customer experience management. He is the founder and CEO of Digital Business People (DBP), an omni-channel customer experience management company headquartered at Singapore with it’s development and delivery centres in India.