Driving CX via digital transformation
Digital transformation is on the agenda for most organisations. It’s something that has been prevalent for several years now but the drive towards transformation has only been accelerated by the events of 2020.
Sudden lockdown sent many companies into meltdown, as they found themselves unable to maintain service levels or keep pace with shifting customer demand – and their hunger for new content.
Some of these businesses had thought previously that their use of IT platforms and digital channels was modern and competitive. When they failed to keep pace with the way employees and customers needed to engage with them as offices closed down and mobility and remote working became the norm, this shocked them out of their inertia.
Organisations that had been content to drift somewhat with regard to digital transformation and take things slowly, have realised that the need is more urgent than they thought. How can digital transformation help drive customer experience and what three things should brands that are refocusing on their transformation projects in the light of recent events, bear in mind?
Content and customer experience
As a content platform provider that works with some of the world’s best-known brands, we know only too well how important content is as part of the overall customer experience. But it’s worth highlighting here – content is king.
Content is at the heart of commerce, marketing and what customers think of a brand. It’s what drives people to products and keeps bringing them back. Brands and publishers use content to achieve increases in traffic, customer engagement and conversion rates, and for marketers it remains intrinsic to the business success of that organisation.
Content delivers positive business outcomes for organisations in all industries and of all sizes, and businesses can get even more value from content if they are advanced with their digital transformation. They are more agile, quicker to respond and can interact with customers much more easily and effectively. These three best practices should help set organisations on their way:
- Pre-define budgets, timelines and milestones
When you approach transformation or engage in any level of innovation, it’s important to understand what you’re trying to get out of it and what the timeline is. Without a clear idea of those two dimensions, the hoped-for transformation will never succeed.
Imagine a pile of banknotes on the table. Every decision you make, every feature you implement, subtracts from that pile. And if the developments being invested in don’t start adding banknotes back to that pile faster than they’re disappearing, the project will fail before it’s finished.
- Involve internal customers from the start
Customer-centricity must pervade every aspect of a change or improvement. That includes internal team members. For every decision, think: what will they get out of it? Will it help them in their work; is it something they welcome – or is something you’re doing to them? If it’s a fait accompli, expect resistance.
As for external customers, if the planned change is something they didn’t ask for and don’t like, they will simply walk away and make a different choice. In 2020, companies must provide people with products and experiences they want; not impose something and assume it will be accepted.
- Resist the temptation to build everything from scratch
Innovation and disruption are everywhere so it’s rare that companies need to start with a blank page to progress to the new future they envisage. The smarter decision is often to build on what’s already out there, focusing budgets, time and resources on the finer touches that will differentiate their own offering. So, once you know where you’re aiming, leverage the best of other people’s ideas and products they’ve already built – then go one better.
The events of 2020 have made organisations refocus on digital transformation more than at any stage in the past few years. The benefits are numerous but the relationship between digital transformation, content and customer experience is strong and one that should be prioritised.