Group Vice President TTEC EMEA
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Digital transformation: 7 questions to consider

21st Aug 2020
Group Vice President TTEC EMEA
Blogger
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Far too many business and technology leaders view implementing cloud technology in the contact centre as the end game, but it is not. Migrating to the cloud is just the catalyst for driving a value-add digital transformation to deliver exceptional customer experiences.

Many organisations I have been speaking with recently ask “Where do we start?” given the complexities involved and the length of time required to transform digitally, it’s crucial for the entire transformation team to get and stay aligned on shared ideas, goals, and resources throughout the entire process.

To help organisations get the most value from cloud-based digital transformation, we suggest asking the following 7 questions.

Question 1

When was the last time you had an amazing customer experience?  Go around the table and each share a recent customer experience you enjoyed and describe why it was so memorable.

As the late Steve Jobs said; “You’ve got to start with the customer experience and work back toward the technology, not the other way around.” Drawing upon your own experiences is a good first step exercise because it helps identify “universal moments that matter” from the customer perspective and lets you explore what real-world CX success looks like.

Question 2

What does successful digital transformation look like for your business? (For example: seamless omnichannel communications, more user-friendly systems, reduced operational costs, increased revenue, etc.)  List out everyone’s priorities and talk about ways cloud technology connectivity can help meet each objective.

You may find IT leaders prioritise omnichannel communications where historical data and context is transferred between channels seamlessly and securely. Whereas, the business team may want to find new ways to reduce operating costs, deliver greater ROI, and contribute to a healthier bottom line.

Question 3

Which channels do you want your customers to use the most? Rank the channels you want your customers to use when interacting with your brand (i.e. agent voice, webchat, email, mobile/SMS, social media, IVR/AI self-service, branch office/store, etc. )

Break down your current customer base by age. Write the approximate percentage for each category; Silent Generation: Age 73 – 94; Baby Boomer Generation: Age 54 – 72; Gen X: Age 38 – 53 Millennials; (Gen Y) Age 22 – 37;  Gen Z (iGen) Age 0 – 21.

Research shows channel preferences change based on age. So, before you decide which channels you want to invest more in or drop, it’s important to consider the age breakdown of your customers with channel preferences – and then align your strategy accordingly. Otherwise, you may not deliver service the way your customers prefer to connect with you, and they will take their business to a brand who does.

Question 4

What key metrics do you want to improve during your digital transformation? Talk though and rank the CX metrics that matter most to your company.

If you don’t have a shared understanding of what success looks like, you won’t know if you’ve achieved it. Aligning on the same key performance indicators before the transition makes it easier for the organisation to focus efforts and realise true success.

Question 5

How does your company proactively reach out to customers? Think about what additional information, services, and solutions your customers find helpful. Perhaps it’s sending an SMS message to their mobile phone with a package tracking number or emailing a follow-up message to an insurance question with a link to their policy.

Think about the cloud technologies you will need to establish and maintain such personalised 1:1 communications.  What channels do you use? Are your outreach efforts personalised? What prompts the need to reach out?

Customers want brands to engage with them on their terms. Taking the time to plan out proactive ways to interact with your customers – on topics of interest to them, in their preferred channels, and at times convenient for them – are key to differentiating your brand from competitors.

Question 6

How do you envision onboarding and training employees on your new technology and systems?

Often, leaders hyper-focus on researching and investing in the best technology to bring their digital transformation to life and fail to think through how to train employees on all of it. And as a result, their big investment delivers very little return. When this happens, workers are frustrated because they don’t know how to use the technology to do their jobs effectively, and customers don’t receive the superior experiences the technology was supposed to deliver.

Question 7

What are your biggest barriers to effective change? Deciding what to change is one thing, making the change stick is quite another. Look at each business unit and discuss areas where you may need to implement structured change management programs to ensure everyone – from manager to end-user – is onboard from start-to-finish.

Achieving a successful digital transformation is a multi-year, multi-person investment. Often, the process for getting people ready, willing, and able to accept and embrace new ways of working is the biggest challenge of all. Thinking through ways to overcome organisational change barriers before starting on the digital journey will help you complete the entire transformation on time and within budget.

 

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