What is digital transformation? It looks different for every company but in general it can be defined as the integration of digital technology into all areas of a business, resulting in fundamental changes to how a business operates and how value is delivered to customers.
How to deliver more value to your customers
There is currently a particular emphasis on how data visualisation and machine learning can unlock a better customer experience. It’s likely that you’re sitting on a wealth of data that is currently under-utilised. There’s an expectation from customers that every interaction with your organisation should be seamless, intuitive and instantly add value to their experience.
This can start with something as simple as identifying customers when they make contact with you and bringing up their contact history, or serving them relevant pages based on their past interactions – pre-empting their demands and requirements. In addition to tracking the effectiveness of your support team, you’ll be able to use data visualisation for enhanced marketing, in terms of better understanding the type of information your customers appreciate and which format it is best presented in to enable them to take action.
Why should you care?
Technology is no longer a choice, it’s a fundamental part of business strategy that will enable more business applications, more connected devices and higher consumer expectations. Consumers are more likely than ever to switch to service providers who they feel will better meet or even exceed their expectations.
Introducing machine learning chatbots to your website can supply your customers with the same level of attention that they’d receive from a human customer service representative, when done int he right way, or they can simply enhance user experience by helping the user navigate the site.
It’s easy to only consider external customers when thinking of improvements to technological experiences. Internal stakeholders now expect the same kind of technological experience across both their personal and professional lives.
This extends far beyond just improving the usability of customer applications but also to how you can empower your teams to access information and make more accurate decisions, faster. You can increase workforce engagement through productivity improvements using digital technology. This may start with relatively simple process improvements, automating HR and Finance tasks that were previously manual, for example. However, you may also look to enable remote working and provide on-demand access to key technologies by building a network that enables employees to thrive.
We’ve spoken previously about the importance of data visualisation in making better decisions, faster. But it’s no surprise that this is a recurring theme. Organisations now have access to more data than ever before, but this requires analytical tools that give you insights into emerging trends or potential problems.
How can you get started on digital transformation?
There’s no one size fits all approach when it comes to digital strategies. Each enterprise is unique and will be at a different stage of data maturity. It’s a common misconception to think that your competitor is further ahead of you in their journey, when in reality organisations of all sizes are still coming to terms with what their strategy will encompass, even if that means going right back to basics again and stepping back to step forwards.
It’s important you recognise this as a long-term investment, with the IDC predicting that worldwide spending on technologies and services that enable digital transformation will reach almost £2 trillion by 2022.
This can seem like a daunting prospect, but it’s an unmissable opportunity to become more agile in your everyday processes and more profitable by harnessing data to improve customer experience.
The good news? We can help you on your digital transformation journey. We have experience working with some of the most recognisable brands in the UK. To find out more contact us by email or phone today.