A central key to Digital Transformation for your business is Customer Experience. Its importance to any organization can’t be overstated. Any project of business or digital transformation should start and end with a people-first approach to customer experience. Most initiatives of transformation arise from the pain points of the customers and hence, their experience of your brand is critical.
Many people think that customer experience is simply a matter of business front-end and customer-facing functions. To clearly understand it, we need to perform a customer journey mapping and analyze how can we improve each of the touchpoints. Most leaders realize the importance of optimizing mid-office and back-end functions only after they have done this activity. So, customer experience requires a holistic enterprise-wide approach.
Here is a broad approach to making customer experience actionable for your digital transformation strategy
- Interdepartmental Flow of Customer Data
- Detailed Mapping Of Customer Journey
- Holistic Research Of Buyer Persona
Before defining customer experience as a set of checklists for your business, we believe it must be understood as a state of mind, a framework. Every business action that you take must have the customer at the core. Unfortunately, the majority of Digital Transformation efforts just follow the market trends without any alignment with business strategy or their uniques workflow. This has resulted in customers jumping from one company to another due to poorly designed experiences and inconsistent touchpoints across a particular brand.
The lack of customer insights is a major roadblock to putting customers at the center stage. In a company where the systems are not integrated, the customer data doesn’t flow between departments. So, extracting customer insights from the trapped siloed data becomes impossible. Failure to create a holistic buyer persona and map their journey makes the customer experience unactionable. Leaders start making assumptions regarding Digitial Transformation and the project fails.
As a leader, your objective is to make customer experience actionable for your team. Depending on your overall Digital Transformation strategy, prioritize all the crucial touchpoints. A framework for investing time, budget, and resources is also critical to ensure that all business aspects deliver results.
After all, irrespective of industry, today’s markets are consumer markets. The sheer noise due to competition has made customer experience extremely sensitive. In this cutthroat global economy, focusing on customers can help you outperform competitors.