Major Aspects Of A Successful Digital Transformation The truth is, digital transformation is part of a larger technological process and the change associated with digital technology application in all aspects of human society. As a matter of fact, digital transformation is reinvention of organization through the utilization of digital technology in an effort to improve the way it serves its constituents and perform its functions. Here, digital means the use of technology that generates, stores and processes data. The term transformation on the other hand refers to the fundamental changes to the organization’s daily business from types of services and products it is producing to how it is being delivered. An organization that is in need of transformation be it government agency, business, utility or service like healthcare providers normally respond to change in marketplace as well as consumer demand for a service or product. The truth is, there are 3 major building blocks to which companies have to acquire to successfully transform customer experience digitally and these are customer understanding, top line growth and lastly, customer touch points.
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Customer understanding – most companies start taking advantage of their past investments in systems to be able to get thorough understanding of market segments and specific geographies. Some are even exploring social media to better understand what makes their customers happy and to what causes their dissatisfaction.
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Not only that, it becomes possible for companies to know how to promote their brands in a more effective manner through digital media. Companies are even building new online communities to advise and build loyalty with customers in different fields regardless be it in medical, financial services products, real estate and so on. Top line growth – companies take advantage of technology to improve their in-person sales conversation. To give you an example, financial services firms use tablet based presentations rather than paper based slide decks to be able to make their sales pitches. To help both customers and the sales people engage in analytics based planning, insurance companies have introduced mobile tools. On the other hand, medical device sales force is beginning to be used as substitute in-person interactions using digital interactions. As an example, when you visit a doctor’s clinic, their staff may leave a smart device with video and several other info on new products. Customer touch points – using digital initiatives, it is possible to further improve customer service. A quick example, a bank has established a Twitter and Facebook account to answer complaints of clients quickly, which helps the customers to avoid going to the branch in person. It leveraged expert community that allowed crowd sourcing with several employees and customers with this digital initiative.
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