The changethat is sweeping across industries is digital transformation, and it hasinfluenced all the sectors of the global economy. The physical transformationof work and procedures is a much simpler process.
In that, the process involvedis drawing charts, diagrams works flows and transforming the old proceduresinto the new one. When itcomes to digital transformation, the customer is the key. In this process, it’sthe chemical transformation of the organizations which has turned out to bemore important. There has to be a change in the entire mindset of the company’shuman resources, and it should evolve into a purely customer-centricorganization.
The ideas, processes, services, and the products should alwaysimprove keeping in mind how relevant they are to the end user or the customer.In thistransformation process, as the commercial ecosystem is gradually becoming morecustomer-centric, the companies realize that it is the end of the commandingcontrol type of leadership. Instead, they are changing their mental models, andthere is an entire change of the leadership styles as well, and organizationsare evolving with more flat structures. Theorganization culture has to go through a radical change, and the culture shouldbe such that there is an environment of co-creation with the customer. Thecustomer experience models have also changed. It is no more about being presentin the diverse channels of communications. It is more so about co-creating withthe customer and taking the feedback and suggestions from customers andoperating in an environment where the customers’ opinion is of paramountimportance. Today, thebusiness environment has evolved to become more socialized.
In such anecosystem the customer not only dictates through his or her choices alone butalso takes an active part in the decision-making process either directly orindirectly. If such a process has to be created the whole organization has tobe streamlined so that every piece of information and data is used for thebenefit of the customer. This is whatwe call the culture of co-creation along with the customer by keeping thecustomer at the center. The point is when an organization moves towards aculture of co-creation keeping the customer at the core it can be said; it isheading towards the right path of digital transformation.
This calls for ampleexperimentation throughout the organization which can equip it to become morecompetitive in the global digital market eco-space. The digitalrevolution has enabled companies to unearth not only what the customers wantbut what the customers need more ardently. The companies are going one stepahead and digging deep into this phenomenon of what the customers need and aretrying to cater it.
This requires the companies to be more customer-centric andagile to act and react in a faster way. If this hasto happen there has to be a total digital transformation in the strict sense ofthe term. In this context let’s see how a systematic digital transformation cantake place that can accelerate customer experience from all angles and make acompany more competitive.
An approachto a Customer-centric digital transformation Set up coreteams: Agility is one of the core principles of digital transformation. Thesystem should be such that information is processed quickly and the decisionsare taken in a faster manner. For this to happen, build smaller teams thatwould lead the change process. This team would benchmark processes, consultwith department leaders, and chalk out new practices and procedures involvingthe staff and the stakeholders. The centralteam of digital transformation should be small and agile, and such a teamshould be formulated with experts from IT, functional specialists, and theleadership team as well.
This team, in turn, can lead to a further formulationof smaller teams who would formulate and initiate changes in their departments.Engageconsumer behaviorists If customerexperience is the key, it is more about bridging the gap between what thecustomer wants and what the customer needs. For this a detailed analysis of thecustomers’ habit patterns, needs, wants, and other variables have to be studiedand analyzed. This can be done through data, and the right approach would be toengage consumer behaviorists and cognitive scientists. Deeper insights have tobe applied to how the customers use the product or the services in their day today lives and what impact it has on them.
How can the impact be changed to makeit better? Suchquestions have to be answered to deliver a package which is going to enrich thecustomer experience. The bottom line is, the richer the information and dataabout customer experience; the better would be the competitive advantage abusiness would have. Implementagility in marketing The agileprinciples should be adopted in the marketing approaches with the productlaunches having an element of incremental improvement which is evolutionary,capitalizing on launch and learn methods.
The practices should be such that theorganization-wide belief that interactions with customers and individuals aremore important than processes and methodologies is accentuated. The internalmarketing operations should function in a way which enables them to act andreact in a faster and more effective ways to customers’ demands. Collaborationshould be the key to leverage information and know the customer which should beimbibed in the processes and practices. Communication channels and technologiesshould be used methodically to ensure the customer gets the best of services atall touch points.
In whateveris done, a balance should be struck between technology, processes, andindividuals in leveraging the marketing ecosystem for enhanced customerexperience. The digitaltransformation process that a company undertakes and for it to becustomer-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 do thingson their own. This makes acompany co-create with the customers, and this is a great way and probably thebest way to know the customers wants and needs. As digital transformation is acontinuous process and what is more important is creating a roadmap towardsenhanced customer centricity of the business enterprise enabling bettercustomer experience through evolution and interaction.