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Digital Transformation

Digital transformation: 

Meet customer expectations and offer new services

Did you know that companies’ overall adoption of digital technologies sped up by three to seven years in months during the wake of the pandemic?

Digital transformation, broadly defined as the processes which modify existing or fundamentally change present business processes, cultures, and customer experiences to adapt to the ever changing demand in the market. In other words, digital transformation takes place when technology is integrated into businesses. Apart from changing how you operate and deliver value to customers, digital transformation involves a cultural change that requires businesses to challenge the status quo, and become more comfortable with failure.

Digital transformation matters to all businesses regardless of size, from the small to the enterprise. There are many possible thoughts that drive them to embark on digital transformation, for instance, to remain competitive in a fast-growing economic environment, to enable better collaboration within and between organisations and to create more personalised ways of customer engagement etc. However, by far, the reason behind this might be to stay aligned with business trends, meaning to survive. They are responsible to have a full understanding of the technology, as well as a strategy in place to ensure digital transformation is well-planned, then well-executed. Read on to find out.

Start and end with customer services, along with customer satisfaction

“Every digital transformation is going to begin and end with the customer, and I can see that in
the minds of every CEO, I talk to.”

Marc Benioff, Chairman and Co-CEO, Salesforce

Many customers just want their questions to be resolved easily. They probably don’t spend time on understanding how organised is the company, but you’re the one who answers it through your service towards customers. Thus, the digital transformation begins and ends with how you treat and serve your customers digitally. Excellent customer service is a revenue generator. When customers experience a complete, cohesive service that aligned with an organisation’s purpose, the process is about customer satisfaction, too. Focusing digital transformations with the idea of optimising customer’s experience drives companies to address, empathise and understand all the touchpoints in today’s customer-centric world such as marketing campaign they view, the service channel and processes with which they engage (whether via humans or digital assistants such as chatbots), and how they first encounter a company’s products and services — online or offline.

In business, designing your company from the customer’s point of view with your insight and management ability, your organisation will be able to meet the customer’s needs and deliver a positive experience.

Adapt your business, leverage digital transformation

The key element of digital transformation is understanding the potential of your technology. Note that this doesn’t mean asking “How much faster can we do things in the same way?”, but asking “What can our technology really do? How do we regulate or adjust our business and processes to optimise our investments in technology?”

Let’s take an example. Before food delivery applications become popular, choices of getting a meal are to cook at home, go out to dine in or order takeaway. Today, the applications offer a variety of food and restaurants based on the user preference. There is a wealth of digitised content.

This has led to innovations such as recommendation systems powered by AI (Artificial Intelligence). When food delivery services involve digital transformation, it’s not about how fast the food can be ready and delivered, but how to adapt quickly to supply chain disruptions and rapidly changing customer expectations. The adjustment has become critical. Subsequently, you become more agile in your ability to respond to customers.

Similarly, digital transformation has transformed the way companies approach customers. The non-digital way more likely waits for customers to approach you, either in person or by calling thousands number. The rise of social media has changed customer services, just as it has changed ways of advertising, marketing, and even sales approach. Social media was not there to replace the call center, but it became an additional channel yet an opportunity to provide better customer service. Adapting your service to embrace social media is another great example of digital transformation.

Social media can be the kickstart but digital transformation can be achieved more than that. In fact, digital transformation encourages companies to challenge their status quo deliberately, including the unchanged concept of teams and departments. This doesn’t require your service representatives to do the marketing, but you may break down barriers between departments. Your social media can be both service and marketing, a digital platform to capture customer information, create personalised digital tours, and forward customer queries to your service agents. The real change occurs at the moment you look at all the available technologies and consider how you can adapt your business to those technologies to provide a better experience for your customers.

Thinking, planning, and building digitally makes you agile, flexible, and ready to grow.

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