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. Whether you believe it or not, digital transformation is the reinvention of organizations by making use of digital technology in order to improve how it serves its constituents and perform its functions. Digital refers to the usage of technology that is generating, storing and processing data.
On the other hand, the term transformation refers to fundamental changes to the daily operations of the organization from the types of services and products it is producing to how it is being delivered. Organizations that are in need of transformation be it government agency, business, utility or service like healthcare providers usually respond to change in the marketplace and even in 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.
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.
Aside from that, companies are able to learn how to promote their brands a lot effectively using 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. Insurance companies introduce mobile tools to help both customers and sales people engage in analytics based planning.
Medical devices sales force starts substituting 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. Through digital initiative, it has leveraged expert community that allowed crowd sourcing with several employees and customers.
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