The communication landscape is different than it was 20 years. Two main factors are defining your organisation’s success while designing an amazing digital transformation. They are the human touch and connecting the business around the customer.
As the adage goes “the experience employees feel is the experience they deliver”.
While the majority of organisations and managements think of digital transformation as changing the technical aspect of the business but digital transformation begins with the employees and the customer – the human aspect.
According to Canon research, 78% were willing to improve the employee experience by adopting digital transformation in contrast to the 55% of businesses which opted to focus on customer experience.
When both the internal stakeholders (employees) and external stakeholders (customers) as internal users and actual buyers get involved in a digitalisation project, the more likely a digital transformation will succeed.
EMPLOYEES ARE ALWAYS THE KING
It becomes impossible to shift the organisation’s practices and processes without onboarding the employees. Inculcating positive guidelines to the teammates helps in creating a harmonious working environment essential for better output. Change of management, therefore, forms a critical parameter for a successful digital transformation. Focus is on creating and cultivating a culture that encourages a digital mindset, a motivated workforce will be well placed to drive an organisation’s digital transformation process into digital maturity and help elevate the organisation to the ranks of a digital leader.
The leadership landscape has changed into collaboration and teamwork. Organisations need to provide their teams with new capabilities, tools, technologies and mindsets to drive new behaviours and outcomes. Organisations and their executive management should learn to trust their teams can make decisions. Organisations should help all team members visualize the future and prepare for the changes. Training should be a way to help people feel confident and ready to do their jobs with the new systems. Employees to be encouraged to think like customers. Employees too have many experiences as consumers which might help the company identify and participate in more innovative solutions.
CUSTOMER EXPERIENCE IS THE KEY TO DIGITAL TRANSFORMATION
It has become imperative to design customer processes and touchpoints to provide a unique and personalized customer experience for every single customer that you have. Great features or price no longer holds power. It is the “memorable experience factor” determines the business winners and losers. Businesses must prioritize optimizing their websites and apps to deliver positive, experience-driven customer engagement.
According to a recent survey from Oracle, as I quote :
- 81% of customers are willing to pay more for superior customer experience.
- 89% of customers switched brands after poor customer experience.
- 20% of annual revenue is lost due to poor customer experiences.
- 93% of executives say improving customer experience is one of their top three business priorities.
Can you describe the customer experience at your company?
Have you mapped it?
Have you asked customers about what it was like?
What did they like?
What needs to be improved?
