The change that is sweeping across industries is digital transformation,and it has influenced all the sectors of the global economy. The physicaltransformation of work and procedures is a much simpler process. In that, the processinvolved is drawing charts, diagrams works flows and transforming the oldprocedures into the new one. When it comes to digital transformation, the customer is the key. Inthis process, it’s the chemical transformation of the organizations that hasturned out to be more important. There has to be a change in the entire mindsetof the company’s human resources, and it should evolve into a purelycustomer-centric organization.
The ideas, processes, services, and the productsshould always improve keeping in mind how relevant they are to the end user orthe customer.In this transformation process, as the commercial ecosystem is graduallybecoming more customer-centric, the companies realize that it is the end of thecommanding control type of leadership. Instead, they are changing their mentalmodels, and there is an entire change of the leadership styles as well, andorganizations are evolving with more flat structures. The organization culture has to go through a radical change, and theculture should be such that there is an environment of co-creation with thecustomer. The customer experience models have also changed. It is no more aboutbeing present in the diverse channels of communications. It is more so aboutco-creating with the customer and taking the feedback and suggestions fromcustomers and operating in an environment where the customers’ opinion is ofparamount importance. Today, the business environment has evolved to become more socialized.
In such an ecosystem the customer not only dictates through his or her choicesalone but also takes an active part in the decision-making process eitherdirectly or indirectly. If such a process has to be created the wholeorganization has to be streamlined so that every piece of information and datais used for the benefit of the customer. This is what we call the culture of co-creation along with the customerby keeping the customer at the center. The point is when an organization movestowards a culture of co-creation keeping the customer at the core it can besaid; it is heading towards the right path of digital transformation.
Thiscalls for ample experimentation throughout the organization which can equip itto become more competitive in the global digital market eco-space. The digital revolution has enabled companies to unearth not only whatthe customers want but what the customers need more ardently. The companies aregoing one step ahead and digging deep into this phenomenon of what thecustomers need and are trying to cater it. This requires the companies to bemore customer-centric and agile to act and react in a faster way.
If this has to happen there has to be a total digital transformation inthe strict sense of the term. In this context let’s see how a systematicdigital transformation can take place that can accelerate customer experiencefrom all angles and make a company more competitive. For successful digital transformation, the core business activity ofmaking decisions has to be driven by data.
As data has to be refined to get theright insights, different types of analytics such as Predictive analytics,Competition analytics, Customer analytics or Conversion analytics come intoplay. Also, analytics has a vital role because both the amount and variety ofdata being generated today is massive, and proactive decisions are onlypossible through analytical procedures such as forecasting, optimization, datamining, and pattern identification.An approach to aCustomer-centric digital transformation Set up core teams: Agility is one of the core principles of digitaltransformation. The system should be such that information is processed quicklyand the decisions are taken in a faster manner. For this to happen, buildsmaller teams that would lead the change process.
This team would benchmarkprocesses, consult with department leaders, and chalk out new practices andprocedures involving the staff and the stakeholders. The central team of digital transformation should be small and agile,and such a team should be formulated with experts from IT, functionalspecialists, and the leadership team as well. This team, in turn, can lead to afurther formulation of smaller teams who would formulate and initiate changesin their departments. Engage consumerbehaviorists If customer experience is the key, it is more about bridging the gapbetween what the customer wants and what the customer needs. For this adetailed analysis of the customers’ habit patterns, needs, wants, and othervariables have to be studied and analyzed. This can be done through data, analytics, and the right approach wouldbe to engage consumer behaviorists and cognitive scientists.
Deeper insightshave to be applied to how the customers use the product or the services intheir day to day lives and what impact it has on them. How can the impact bechanged to make it better? Such questions have to be answered to deliver a package that is going toenrich the customer experience. The bottom line is, the richer the informationand data about customer experience; the better would be the competitiveadvantage a business would have. Implement agilityin marketing The agile principles should be adopted in the marketing approaches withthe product launches having an element of incremental improvement which isevolutionary, capitalizing on launch and learn methods. The practices should besuch that the organization-wide belief that interactions with customers andindividuals are more important than processes and methodologies is accentuated.The internal marketing operations should function in a way which enablesthem to act and react in a faster and more effective way to customers’ demands.Collaboration should be the key to leverage information and know the customerwhich should be imbibed in the processes and practices. Communication channelsand technologies should be used methodically to ensure the customer gets thebest of services at all touch points.
In whatever is done, a balance should be struck between technology,processes, and individuals in leveraging the marketing ecosystem for enhancedcustomer experience. The digital transformation process that a company undertakes and for itto be customer-centric and enhance customer experience, the participation ofcustomers is important. As we already talked about co-creation, a platform andnew practices should be established so that customers are empowered to dothings on their own. This makes a company co-create with the customers, and this is a greatway and probably the best way to know the customers wants and needs. As digitaltransformation is a continuous process and what is more important is creating aroadmap towards enhanced customer centricity of the business enterpriseenabling better customer experience through evolution and interaction.