Delivering an Enhanced Customer Experience through Digital Transformation

Aman Chaurasia

Businesses today are technology-driven brigade marching towards digital transformation to catalyze growth. This includes the mode of operations and interactions with customers. Communication channels have evolved over the past decade, though with a lot of changes and adjustments, the evolution is proving to be worth every effort. Business today are reaching out to their customers and talking to them radically by deploying various digital transformation solutions. People, on the other hand, are researching on the web and gathering information about brands from diverse digital platforms to buy products and services online.

And this is not all.

Evolution of technology is a never-ending feat. The transformations that we are witnessing today are just the beginning of a 360-degree change; a change that we are gearing up for in the next few years. Digital transformation strategies that organizations are deploying today are likely to see a new face altogether, no later than a decade ahead.

How does a digital transformation strategy affect the consumer experience?

We are assured that digital transformation comes with an approach to impact every aspect of the business. This operational impact reflects in the consumer experience as they are the end-link of any business chain.

Today, when the voice of a customer matters the most; businesses know that interest of the customer holds the ultimate priority. This becomes the strongest driving force behind the transformation exercise.

We have been witnessing a lot of technological advances like e-commerce evolution, online shopping, customization and personalized marketing, improved communication channels etc. Most of these advances are directed towards consumer benefits only. Organizations are gearing up for enhancements every day. A lot of companies place customer experience on the top of their priority list when they count the objectives of digital transformation.

Thus, it is a recognized fact that each good or bad customer experience impacts the business accordingly and makes or breaks the brand. Any new technology synchronized with digital transformation, without a doubt, comes with potential benefits for the customers.

Now, let us take an insight into how the organizations can adapt the technological advancements and embrace digital transformations for providing better customer experiences.

Leverage customer data.

Organizations are collecting volumes of information about their customers everyday. Customers are providing this data through various channels. It holds immense potential for the organizations to know their customers better and provide them superior, targeted services. But it’s only possible when they can store and manage this data well and unleash its power using right analytical tools.

With proper planning, organizations can use the data to get better insights into customer behavior, preferences and purchase patterns. Based on this knowledge, they can design their offerings in a manner to serve the needs of the customers more precisely.

That’s why one of the key objectives of the digital initiative should be the adoption of advanced analytics model to convert valuable customer data into actionable insights. The initiative should also involve right investment in CRM systems and analytics. Organizations should analyze their customer data to get a better understanding of their customer and design a targeted marketing strategy.

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Put Your business information on the web.

This step taken towards digital transformation translates as the biggest benefit of this transformation too. Put your business information on the web and not just store it locally. This will enable you to make optimum use of technological advancements in the field of storage and security. Additionally, this will encourage your customers to use online methods of accessing information, which is far more easy, convenient and reliable. This eliminates the need to hire a 24×7 support force to address the customer queries and in turn, the customers do not have to wait for the information to come in.

For example, the online e-commerce and shopping sites like Amazon that now provide all the information related to individual customer purchases on the website itself. The customers can track the deliveries and look into their past purchases too. Cancelling or returning the order is easy and possible without assistance from the support team. This definitely makes the customer more comfortable and willing to make more purchases in the future, enhancing the experience manifolds.

Automate redundant tasks so that you can focus on adding value.

Every business has started to automate tasks in this era of digital transformation. Automation is no more just about chatbots and other digital equipment fuelling the business models; it is becoming more instrumental to improve customer experience. Though human touch is important for a complete customer experience, what a customer really cares about is quick service. Today’s customer prefers a digital assistant instead of a human support team.

Applications are available round the clock and provide the accurate information without any delay. Customers freely express that automated applications are faster to engage and communicate with a polite human touch.

Automation thus is touching many integral parts of customer experiences, while enhancing them at the same time. Infusing automation in the digital transformation strategy of your business is going to bring you a plethora of other benefits too. Time-saving on redundant tasks such as replying to emails and booking the trips for employees can also be done through automated applications. And the saved time can be used towards the tasks integral to business growth.

Personalize your offers to individual needs.

Customers today are well-informed and equipped with all the relevant information on the latest offerings. Customers prefer a unique treatment from the organizations. Mass marketing approaches generally put them off. In order to deliver a personalized experience to each customer, organizations should follow a focused marketing strategy.

Businesses need to gear up in the customization department and make their offerings bespoke and unique to each customer. Customers look for relevance and how advantageous the offers can be to their personalized needs. Closer the offers are to their needs, more likely are they to make use of them. A custom list of tailored offers is going to catch the customer’s attention far better than just the recommended products. It is best to deploy digital transformation solutions to strategize your online business model and objectives thereof.

It won’t be exceptional to say that the highly advanced technology adapted in businesses is helping them to tread their path towards growth faster than ever. Customer interaction is an integral part of this growth, making digital transformations the need of the hour. Companies resistant to make their way towards technology are blocking their path to success too. The more they keep their customers happy through technological advancements, the better are the chances to establish a trustworthy brand identity and accelerating growth.

Providing helpful resources to the customers, automating the processing, collecting relevant data, learning more about the customers through online behaviors and data analytics and focusing on providing utmost value to the customers through constant communication are the keys to enhancing customer experience through digital transformation. Positive experiences are what makes the consumers stick to the businesses; cost-effectiveness follows.

At TechJini, we help our clients design effective transformation strategies to deliver exceptional customer experience. If you have any question regarding this, feel free to reach out to us.

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about the author

Aman Chaurasia

Aman is a Digital Marketing Executive at TechJini. He frequently writes blogs on IoT, Automation and Digital Transformation.