What is digital transformation?
Digital transformation is the integration of digital technology in all areas of a company, we must change both the way of working and the way of serving and offering value to customers.
Change or disappear
Digital transformation is essential for all companies: small, medium, and large. It is imperative to go through with it to remain relevant and competitive as the world becomes increasingly digital.
Today, the ability to align products, operations, business, and marketing with a “primarily customer-centric operating model” determines the success of a business. Digital transformation is a fact, not an option. To digitally transform operations and customer experiences, companies increasingly turn to enterprise applications development companies, and particularly to those who are customer-oriented and knowledge-driven.
Let’s see it in an example:
We have two software license distributors.
Distributor 1 has a website where they talk exclusively about their business, has striking marketing campaigns and presentations with success stories. The sales team has lots of marketing material to sell the software.
Distributor 2 has a less flashy site but allows users to download a free ebook on the benefits of using cloud software and how such software can improve productivity in your business. They promote the ebook through social networks and other portals. Downloading the ebook takes less than a minute. A couple of days later, the sales team contacts the person who downloaded it and starts a conversation about their business challenges and how their team of experts can help overcome them.
Who do you think has the best sales strategy?
Obviously, Distributor 2. Distributor 1 can be a very good company, but if you don’t act like the second one you will not be better than them.
Points to consider in digital transformation
We must internalize that we need to change to adapt to the new digital age, this is the first step, if we do not have it clear, we will not advance.
We generally find two types of companies, the traditional ones that say that their business does not have to be transformed and those that have already created a good website, have their social networks, app, and their team publishes and exchanges information on the network.
In both situations, they have to incorporate changes to enter the digital transformation, one is closer than the other but both need it.
Ultimately, the purpose of digital transformation is to be able to serve the new digital client and for this, the following points must be covered:
- – Digital products and ideas.
- – Employees trained for the digital age (obtain and access information, collaborate, share, serve customers digitally).
- – Digital operations. This is necessary to better connect with customers, offer new models of engagement, and thus transform their experiences; digital transformation has to start by changing the way the business operates at different levels.
What is the digital client like?
Customers have high expectations, and if your company can’t meet them, they will switch to the company that can. Personalization must be taken into account, a digital customer will buy more from a company that recognizes you by name, has your purchase history, knows what you like and, therefore, offers personalized recommendations.
The client must be informed at all times of all the channels available to them to exchange information with the company. The use of each channel must be explained so as not to mix information and that everything flows satisfactorily for both the company and the client.
Create a User-Relevant Customer Journey
Thanks to the digital transformation, we can offer relevant content at the right time to meet the needs of our customers.
Don’t overload your customer with unnecessary content, information and applications.
The customer journey can be tailored to meet their expectations using an email automation system. You have to pay close attention to which channel the customer comes from, what content they have seen and what information they are looking for. In this way, we can generate workflows customized to their interests and needs.
Digitize your team
Improving the customer experience is not just the use of direct communication channels, the entire company must take a role in the customer experience. Every department in the company must work to provide an effective and conflict-free customer experience.
Customer expectations are very demanding today. They hope that their concerns are shared among the different teams so that they can assist you from any area. The digital customer expects information to be shared transparently and quickly with all departments.
To address this, a CRM tool can be used to assess, collect, and share information on purchase history and their behavior within the company across departments. Customers expect each digital channel your business offers to know the specifics about themselves.
The human factor is very important, as an automated bot can cause you to lose customers. We must think of digital transformation as a process of approaching the current digital client and in a way of personalized attention that will make us grow in our business.
As you may have observed, the digital transformation involves many points to take into account and many changes must be made in companies to achieve it. All this is necessary to offer personalized attention to the new digital customer, it is no longer the future, it is the present and we must start adapting the company to be able to compete in the current market.
Steps to follow:
- Digital products and ideas.
- Definition and execution of the customer journey.
- Productivity tools.
- Employee training for digital adaptation.
- Digital operations.
- Synchronization of channels and departments.
- Automation of processes.
- Analytics of services and customer feedback.
Hopefully, the information in this article can be helpful!