Transforms Customer Experience
The world’s obsession with the latest technology, social media and apps revolve around a desire for an easier life. People want valuable solutions to their problems. More importantly, they want it fast.
The experience of customers is at the telemarketing list heart of digital, especially for customer-facing industries such as government, healthcare, manufacturing, and retail. As a result, the primary focus of digital transformation is to use cutting-edge technology to improve the customer experience.
‘Leading in the Digital Era’ from Harvard Business School revealed the objectives of digital transformation based on responses from senior executives and customer experience came out as number one followed by technology infrastructure.
The objectives of digital transformation
The objectives of digital transformation
“In banking, the mobile app is the digital version of the book you got when you went to a opened an account. That's what financial services did for a long time. The net effect was huge disruption when people looked at the process and reinvented it. Digital transformation is about reinventing the business model and the process.”
Brian Coorish, Managing Director, Accenture Interactive
Drives data-based insights
One of the great benefits of going digital is the ability to track metrics and analyze the data that is gained during digital marketing efforts. Using these insights allows businesses to optimize their strategies and processes for even better results.
In businesses, only two things really matter - costs and revenue. It’s possible to make massive changes to both by integrating data-based insights into the company culture.
Using data-driven insights to understand customers and feeding them back into business strategy enables hyper-personalization, relevancy, real-time feedback, and agility. This challenges businesses to make use of both structured (personal customer information) and unstructured data (social media metrics) pulling together data from many sides of the business to help drive the transformation journey.
The importance of data in decision-making and data-driven marketing should not be underestimated. With the right leadership to encourage this attitude throughout an organization, the road to a higher ROI will become much easier.
Encourages collaboration & improves employee experience
Many people fear change. The thought of the entire organization making a massive digital transformation can be a daunting prospect for a workforce from leadership to entry-level employees. All processes and strategies, down to the core structure and company culture need to be addressed.
However, in that, there is an opportunity for unity throughout the workforce. To maximize the chances of a successful switch, there needs to be strong communication from leadership and a focus on employee experience.
As employees experienced burnout and increased workloads during the pandemic many chose to quit their jobs or change careers in a phenomenon coined ‘The Great Resignation’. Couple this with the growing shortage of skills - particularly digital skills and you can see that many transformations could be hampered at a time when they need to accelerate.
The solution? Companies need to provide support and guidance to staff in their digital transformation journey. Employees should understand the purpose of the transition and see it as a benefit to customers and the company - why they are doing this work - in its development and growth rather than just focusing solely on strategy and vision.
People who have a positive employee experience have 16 times the engagement level of employees with a negative experience and are eight times more likely to want to stay at a company - McKinsey Employee Experience Survey
With the right tools and training, employees can break down age gaps and social divides to engage in conversations and learn together. A solid leadership mindset with clear guidance will improve the digital intelligence of the workforce and encourage collaboration.